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