Michael Yormark [#49]: Empowering Vini Jr and Siya Kolisi's Purpose-Led Approach

On today’s episode, I’m joined by Michael Yormark, President of
Roc Nation Sports International, an agency representing the likes
of Vini Jr, Kevin De Bruyne, Endrick, and Siya Kolisi.


Michael set up this division in 2019, moving to London with
nothing but a suitcase and an alternative approach to
representing athletes, particularly within European football.
They’ve since expanded their presence to places like Italy, South
Africa, and Brazil - and expanded their remit from football to
also include rugby and netball. 


In this conversation we discuss that journey, the influence of
Jay-Z, representing some of the biggest and most marketable
athletes in the world, approaching new sports, how he would
market rugby, and much more. 





Timestamps


2:00 - Michael's Journey


4:00 - Joining Roc Nation - and it's Founding Story


12:00 - Being Purpose-Led


17:00 - Creating Separation Between On and Off-Field Moves


20:00 - Working with Siya Kolisi and Challenging Rugby Culture


30:00 - How Can Rugby Diversify its Audience?


40:00 - Being Selective About the Brands that Athletes Work With


51:00 - Michael's Dream 





Additional Links


Connect with Michael on LinkedIn - Here


Connect with Andy on LinkedIn - Here