Exclusive: Inside the Life of Roc Nation’s Michael Yormark, the Deal-Maker Behind Siya Kolisi and Louis Rees-Zammit

From managing some of the biggest stars in global sports to building a powerful presence across continents, Roc Nation Sports has steadily evolved into a major player in the international sports agency arena. 

Founded in the U.S. under the Roc Nation entertainment empire, the agency’s African expansion has been both strategic and symbolic, none more so than their relationship with South African rugby icon Siya Kolisi.

Speaking in a candid interview, Roc Nation Sports president Michael Yormark reflected on the agency’s journey into South Africa and the pivotal role Kolisi played in opening that door.

The Kolisi Catalyst

“My journey in South Africa with Siya Kolisi started in London, watching the 2019 Rugby World Cup Final,” Yormark recalled. 

“I remember seeing this gentleman lift the trophy and speak about what it meant for his country. There were over 60 million people watching. I turned to a colleague and said, This young man needs to be part of Roc Nation, not just for what he does on the field, but for who he is as a person," he told SportsBoom.com. 

Kolisi became Roc Nation’s first South African client, a move that set the tone for the agency’s commitment to the African sports market.

“He truly educated me and Roc Nation on how to do business in South Africa,” said Yormark. “He was the perfect mentor, a great leader, and someone who believed in our brand. He opened the doors for us in South Africa."

One moment in particular stood out from their early days together:

“When I first met Siya, it was in Sea Point, it was right after winning the Rugby World Cup. Now to put things into perspective, when I walk with celebrities, we have bodyguards, police and security." 

"I said to Siya, there are so many people here in Sea Point. Are we going to walk outside the restaurant, you a national and global hero. He said to me, 'Michael these are my people, this is my community, of course I am going to walk outside'. It took us an hour and twenty minutes to get through the crowd and parking lot where Siya had parked. And he drove himself, that what makes him unique." 

"He wants to be with his people and walk around with his people, in America we don't see that."

From the NFL to Cape Town: Global Deals, Local Vision

Roc Nation’s influence now stretches far beyond rugby. The agency recently facilitated NFL star Jaire Alexander’s move to the Baltimore Ravens, and continues to guide athletes like Louis Rees-Zammit, who moved from rugby to the NFL and then returned, parting ways with the agency in the process.

“We sit down with each client to understand their goals,” Yormark explained. 

"Some players want to play in the biggest league in the world, like a [English] Premier League. Some players want to go to a certain destination, some players want to maximise their income, or the biggest contract they can secure." 

"Some players will say, you know what I don't care about the biggest leagues, I want to go to Saudi Arabia because in Saudi you can probably maximise the income potential."

"We as a agency, have to listen to our clients what their goals and objectives are. What they can accomplish from the move and ultimately deliver it to them. It's not about what we want, it's about what they want."

Africa’s Sporting Future: Basketball, Track, Tennis in the Spotlight

While Roc Nation has made a strong mark in rugby and football (soccer), Yormark revealed plans for expansion into basketball, particularly targeting young African talent.

“We haven’t announced this yet, but we’re going to be moving into basketball very soon. South Africa and Africa have enormous potential in the sport.”

He also expressed interest in exploring track and field and tennis, areas where South Africa has produced elite talent.

“I love the country’s track athletes. And I’m intrigued by the tennis talent here too. We want to see what we can do on a grassroots level and add value and support young talent.”

A Misstep in Cricket

In 2022, Roc Nation took a bold step into the world of cricket, signing a partnership with Cricket South Africa to manage fan experiences and entertainment. However, the relationship was short-lived.

“We were involved with them for a short period of time. For us as an agency, we have to stay true to who we are and where our passion is. To be quite transparent, our passion is with rugby, football and basketball as the new sport." 

"Because we are a United States owned company, I don't think we had enough experience with cricket or understood the sport as well as we needed to be effective."