Exclusive: Roc Nation Sports’ Michael Yormark Reveals Pan-African Expansion After South Africa Success

Roc Nation Sports, the powerhouse agency founded by entertainment mogul Jay-Z, is setting its sights on a wider African footprint following its successful entry into South Africa. 

The agency, which has already made significant inroads by representing top-tier talent like Siya Kolisi and Cheslin Kolbe, has officially announced plans to expand its operations to multiple countries across the continent.

Speaking during a high-profile panel in Johannesburg last week, hosted in partnership with luxury brand Armand de Brignac. Roc Nation Sports President Michael Yormark shared the company's strategic vision for Africa.

“We as Roc Nation just announced three weeks ago that we expanded throughout the continent. We are now doing business in Ghana, Nigeria, Ivory Coast, and Senegal,” Yormark told SportsBoom.com. 

“We’ve gone into each of those countries to understand the culture, how business is done, and how we can be successful there.”

Beyond Borders: A New Approach to African Sports

The expansion is more than a business move, it's a cultural learning journey. 

Yormark emphasised the uniqueness of each African nation and the need for sensitivity and adaptability.

“It’s not like America,” he explained. 

“In the U.S., you develop a brand and it’s relevant throughout the country. In Africa, every country has its own culture, identity, and way of doing business. You have to earn trust and invest time.”

The agency’s mission goes beyond just signing talent. Roc Nation aims to elevate African athletes by giving them platforms to tell their stories and build their brands globally.

“Many athletes in South Africa didn’t feel they had a platform,” said Yormark. 

“People here are very humble, they want their work to speak for itself. But what they don’t realize is that when the spotlight shines on us, it creates opportunities to inspire and create magic.”

Business Beyond Sport

From brand storytelling to digital innovation, Roc Nation’s expansion brings a new model to African sports business. The agency helps athletes and partners tap into global exposure opportunities, such as digital campaigns and even ad placements in New York’s Times Square.

“When you begin to expand your fan base outside of your market, you open many doors,” Yormark said. “We encourage our clients and partners to be ambitious. We align with commercial partners globally to unlock real value.”

Selecting the Right Talent

Roc Nation’s African roster includes some of the continent’s most celebrated names, like rugby icons Kolisi and Tendai “The Beast” Mtawarira. But it’s not just about athletic performance.

“We look for individuals who want to stand out, who want to change lives and tell their stories,” Yormark said. 

“It’s about empowering our athletes to see themselves as more than just sportspeople, they’re global ambassadors.”

Breaking American Misconceptions

Yormark, who has spent over six years engaging with the South African sports scene, also challenged common misconceptions that Americans often have about Africa.

“We grow up thinking America has all the answers,” he admitted. 

“But when I came to South Africa, I realized my American playbook wouldn’t work here. It was thanks to mentors like Siya Kolisi that I learned how things really function.”

His advice to other international brands?

“Get your ass here. Understand the culture, build relationships, and listen. That’s how you do real business in Africa.”

As Roc Nation Sports continues to deepen its presence across Africa, its approach serves as a case study in cultural respect, relationship-driven business, and athlete empowerment. The agency’s success in South Africa is just the beginning of what promises to be a transformative chapter for African sports on the global stage.