July 23, 2025 • 26 mins
Roc Nation Sports' African Football ExpansionThis episode outlines Roc Nation Sports' significant expansion into the African football market, emphasizing their commitment to identifying and developing young talent across the continent. Founded by Jay-Z in 2013, the agency, already representing global stars like Kevin De Bruyne and Vinicius Jr., aims to elevate athletes' careers both on and off the field through marketing, brand strategy, and community outreach. The expansion, building on a prior consultancy with South African club Mamelodi Sundowns, involves opening offices in key regions like Ghana and partnering with local entities to provide comprehensive support for aspiring footballers. Roc Nation Sports seeks to offer opportunities beyond just transfers, focusing on player development and contributing to local communities, with a long-term vision to foster future football superstars from Africa.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome. Welcome everyone to the Deep
dive today. We are really strapping in for a
journey. We're going deep into a global
entity that, let's be honest, you probably know best for its
huge impact on entertainment. Massive.
But they're increasingly making these enormous waves in the
world of sports, too. We're talking about Roc Nation
(00:20):
Sports International. That's the one.
And look, they're not just, you know, signing the biggest names
out there. They seem to be fundamentally
reshaping how athletes careers work worldwide.
And they've got this groundbreaking focus on, well,
entirely new frontiers. Yeah, it's a really interesting
strategy they've got going. So our mission today really is
(00:41):
to dig into the fascinating details.
How is this incredibly influential company founded back
in 2013 right? How are they expanding their
reach so dramatically? We're zooming right in on this
audacious move, you could call it, into the the vibrant
football scene in Africa. What's the thinking?
What's the secret behind their kind of holistic approach?
(01:02):
And can it actually, you know, change lives across the whole
continent? It's a big question.
It is because this isn't just about finding the next
superstar, is it? It sounds like a really
comprehensive approach to developing athletes, something
that goes way beyond the pitch. That's exactly right.
And Roc Nation, you know, celebrating its 10th anniversary
this year. It started in the US
entertainment world, obviously, but they strategically moved
(01:24):
into sports, their sports division, Roc Nation Sports
International that launched in Europe back in 2020.
OK. So relatively recently in
Europe. In Europe, yes, but since then
it's really grown into this global force.
They've got a strong presence inBrazil, the US, across Europe,
and now this latest and maybe most significant move is into
Africa. And their philosophy, it's
(01:47):
always been pretty clear, elevate athletes not just on the
field, but really profoundly offthe field, too, building careers
that are sustainable, impactful,you know, long term.
OK, so get ready everyone. We think they'll be some
surprising facts, maybe if you aha moments as we pull back the
curtain on how this powerhouse actually manages talent, how
(02:08):
they connect with communities. Which is key.
Exactly, and how they're aiming to create these entirely new,
hopefully sustainable pathways for aspiring stars across
Africa. We're going to explore how their
unique model tries to rewrite the playbook for talent
development. You know, 1 dusty pitch and one
massive stadium at a time. OK, let's unpack this.
(02:30):
What really makes Roc Nation Sports International stand out?
What's their core philosophy andhow does that actually translate
into action? Something beyond, you know, your
typical sports agency. Well, it's fascinating when you
look at their origin and that sort of calculated growth.
Like we said, parent company RocNation came out of US
Entertainment, but they saw the need for a global footprint in
(02:51):
sports pretty quickly. So the dedicated sports division
hits Europe in 2020, and from there it's been this continuous
but very deliberate global expansion.
Brazil, the US, and now Africa and their unique approach.
Look, it's not just about getting big contracts, although
obviously that's part of the game.
It's about a much more comprehensive strategy,
(03:13):
elevating careers internationally both on and off
the field. And that means this huge suite
of support services that go way beyond just negotiating the deal
itself. Like what kind of things are we
talking about? OK, so imagine you've got this
young athlete, incredible raw talent.
Roc Nation doesn't just find them a team, they're building
sophisticated marketing campaigns for their personal
(03:34):
brand. Right, building the brand early.
Exactly. Securing good endorsement deals,
ones that actually align with the players values.
You know, engaging in real community outreach.
And this isn't just like basic PR.
It could be setting up charitable tie insurance,
helping them give back, managingcomplex media stuff, crafting a
whole brand strategy for each person.
(03:56):
So maybe helping a player start a foundation, build pitches back
home, or media training so they can talk confidently about
issues they care about. It's like a 360° thing for their
professional and personal life, making sure they're set up for
success way after they stop playing.
That really does sound like a different way of doing things.
And here's something that seems to really set them apart.
(04:17):
A principle that feels, well, genuinely different from the
usual agency model. They explicitly say their aim is
not to be the biggest agency. Yeah, that's a key point.
In an industry that often feels like it's all about numbers, how
revolutionary is that the laser focus on quality?
What are the downsides of just going for volume that they're
(04:39):
trying to avoid? It is a massive difference and
yeah, pretty revolutionary in a business that can feel like a
numbers game. Your traditional bigger
agencies, they might sign hundreds, maybe thousands of
athletes. And what happens often you get
this dilution of personal attention.
A young player, maybe from a tough or background, can just
get lost in the system. Easily done.
Totally. They might not get the dedicated
(05:00):
coaching focus, the brand development, the individual care
they need to really hit their ceiling, Rock Nation Sports
International says. Nope, not doing that.
Their focus is absolutely on signing who they think is the
best talent out there. Not just technical skill, but
character drive that real hunger.
The whole package. The whole package.
And once they bring that talent in, the focus shifts completely
(05:22):
to building this dedicated, personalized team around each
athlete, not just agents, but marketing people, legal,
financial advisors, community experts.
To a whole support network. Exactly.
The goal is maximizing potentialin every single area of their
life and career, making sure they're not just great players,
shares, but well-rounded people,impactful role models.
(05:44):
It's a very clear, deliberate focus on quality over quantity,
and that builds deep relationships, you know, trust
shared goals. That makes a lot of sense.
And we have to talk about the owner, Jay-Z, because this isn't
just a name on the door, is it? How involved is he really?
And how does his personal engagement affect this whole
quality over quantity idea? Oh, it's far from passive.
(06:06):
He's deeply engaged, influential.
He's actively aware of what's going on in the business.
He chips in with strategic ideasand crucially, he personally
supports the athletes very visibly.
You see him at huge events like the UEFA Champions League final.
Specifically, they're backing Vinicius Junior, one of their
stars, I. Remember seeing.
That yeah, or the FIFA Club World Cup.
He shows up. It's not just, you know,
(06:28):
celebrity window dressing. It feels like genuine commitment
from the top, and what's really compelling is how he keeps
emphasizing those core principles that bespoke high
quality athlete first approach. His presence, his advice, his
belief in each player's journey.It sends a powerful message to
the players, sure, but also to the whole organization.
(06:49):
It keeps the focus on nurturing talent and character, not just
chasing quick deals. It creates this culture where
the athletes long term well-being is absolutely
central. OK.
So to give people listening a real sense of the impact, the
kind of talent they attract withthis model, who are some of the
big names they have right now, not just in football but across
different sports, it really shows the reach of this quality
(07:11):
focus. Yeah, the roster is seriously
impressive and diverse too. It really shows how this
approach pulls in top tier talent football.
You've got absolute household names, players dominating right
now, Kevin De Bruyne. Obviously huge.
One of the best midfielders, period.
Ramlulukaku, that powerhouse striker, the electric Venetius
junior just a generational talent at Real Madrid.
(07:33):
Incredible player. Then there's the big young
Brazilian prospect Andrick, already heading to Real Madrid.
Gabriel Martinelli at Arsenal, so dynamic.
Federico DeMarco, the defender huge in the Champions League
final recently. Wow, that's a serious list just
in football. It is, but it goes way beyond
football, which shows their global vision.
Take cricket, for example. They represent South African
(07:54):
stars Lungi Ngidi and Temba Bavuma, key international
players in netball. We have the South African
captain, Bunguum Somi, very highprofile rugby, huge names there
too, Jesselyn Kolbe, Scubum Kosiand the captain icon Sia Khalisi
who lifted the World Cup. Wow, Sia Khalisi too.
Yeah, and just to show the scope, they're also in American
(08:14):
sports, Skyler, Diggins and the WNBA, Jazz, Chisholm Junior and
MLB. It just underlines how they can
apply this holistic model acrossso many different sports and
cultures. And that wider reach, it
connects right back to their entertainment roots, doesn't it?
It's not just sports management in a silo.
They leverage that broader influence.
Like, look at their involvement in something massive like the
(08:36):
Super Bowl halftime show. Right, huge cultural moment.
Huge broke records was 133.5 million viewers.
That just shows how Roc Nation Sports International can plug
athletes into these massive cultural conversations, giving
them visibility way beyond the sports pages.
It elevates their brand onto a truly global stage.
OK, let's pivot. Now let's talk about what might
(08:57):
be their most exciting new chapter, this strategic, very
thought through expansion into Africa.
Why Africa? Why now?
What makes the continent so compelling for them, especially
given its, you know, rich but sometimes complex footballing
history? Yeah, this is genuinely a
landmark move and it's really the result of some incredibly
detailed planning. Africa is just it's seen
(09:18):
unequivocally as this hotbed of untapped footballing potential.
You hear that phrase a lot. You do because it's true.
It's brimming with raw talent, unbelievable passion, unique
athletic profiles, things that are increasingly valuable in
today's game. But this wasn't like a rush
decision at all. Quite the opposite.
This move into Africa is the result of meticulous, thorough
(09:41):
planning. We're talking 18 months, maybe 2
years of deep research. Wow, that long?
Yeah, they sent teams out, bootson the ground, hundreds of
meetings, not just with clubs and FAS, but local coaches,
community leaders, families evenreally trying to understand the
cultural nuances, the regional playing styles, identify the
infrastructure gaps where they could potentially help.
(10:04):
So real groundwork. Serious groundwork, and it's
vital to get this. This is absolutely not a
scouting safari. You know where they just sweep
in and grab any talent they see.Right avoids that that
criticism. Completely.
It's a highly focused, boutique approach designed specifically
for what they call a select group of highly gifted athletes.
They're investing in quality in long term relationships, not
(10:25):
volume. And the why now?
Well, it's a few things coming together.
Growing global interest in African football?
Definitely. Yeah.
Better local infrastructure in some places.
And a realization that with the right support system, African
talent can absolutely excel on the world stage.
It's about unlocking potential that maybe older scouting models
(10:46):
just couldn't reach, transforming careers and maybe
even communities too. What's really interesting is how
they started in Africa. It wasn't even signing a player
first, was it? It was this strategic
consultancy partnership. Can you tell us about that, how
it sort of paved the way? Absolutely.
That was a really clever entry point.
Their first proper deep dive into African football wasn't
player representation, it was this consultancy partnership
(11:08):
they set up in 2021 with the South African club Mamelodi
Sundowns. Yeah, Sundowns big club.
Huge club and that relationship,by the way, is still going
strong today and it was instrumental.
It's served as this crucial gateway, giving them invaluable
first hand insights into South African football, which you
know, often mirrors broader trends across the continent.
(11:29):
So what do they learn? Specifically, well, they quickly
saw the incredibly high technical level of young players
there, amazing natural skill, flair.
But they also identified specific areas needing work,
physical development, tactical understanding, stuff needed to
meet those tough European standards.
And a really concrete example was when they took the Sundowns
youth team to the KDB Cup in Belgium in 2023.
(11:53):
Right, Dubois is tournament. Exactly pitting these young
African talents directly againsttop European academies that
showed them crystal clear what'sneeded to make that jump
successfully. So that deep dive with Sundowns
working closely with them, understanding their talent pool,
it was critical in shaping the wider African strategy.
It validated their boutique approach and showed exactly
(12:14):
where their holistic support could make the biggest
difference. It wasn't just watching, it was
learning, adapting. OK, so that brings us to right
now, when did this African kick off, as they call it, actually
begin? And where are they setting up
shop? Where's the physical presence?
The formal launch is literally today, July 23rd, 2025.
So this is happening right now, a massive moment for global
(12:37):
talent development really. They're establishing a direct on
the ground presence in several key countries, Ghana, Nigeria,
Zambia, Ivory Coast, Molly, Zimbabwe and of course South
Africa where they had that initial connection.
To a widespread. A widespread but strategically
chosen hubs. And this isn't just, you know,
flying scouts in and out. It's about embedding themselves
(12:57):
in those football ecosystems. Ghana, for instance, they've
identified as kind of the ideal spot for their W African office.
It's a center point for the wider strategy.
Rich football history, passionate fans, good location
and key people from the organization.
Nathan Campbell, who's head of global recruitment for football.
Michael, your Mark the Presidentincident, they've personally
visited these regions multiple times, showing a real long term
(13:21):
commitment to being there, understanding local dynamics,
building direct relationships. That physical presence is just
vital for trust, for providing immediate tailored support.
Which raises a big question. Africa is huge, incredibly
diverse culturally. How do they make sure they're
getting that genuine connection and building something
sustainable? It must take more than just
setting up an office. It needs deep local
(13:43):
understanding, right? It absolutely does, and the
crucial piece here is their total commitment to
collaborating deeply with local partners.
They know A1 size fits all approach is just doomed to fail
in Africa. So collaboration is essential
for providing top level service,yes, but more importantly for
truly understanding the unique culture, the traditions, how
things work in each country, even specific regions.
(14:06):
Their partnership models are pretty flexible.
They work with established localclubs with key individuals who
have deep roots, strong networks.
People on the ground who know the scene.
Exactly. And even with partner agencies
already embedded locally, like agreat example is their
partnership with Ebenor Sports in The Gambia, leveraging
existing expertise, very smart. And they've brought on specific
(14:27):
local partners to people who actas Metro Bridges operational
anchors. Olatungio Cuckoo in Nigeria,
Oscar Guerrao and Ivory Coast, Kibunuhu and Ghana, these aren't
just contacts, they're integral team members bringing priceless
local knowledge and trust. It really is a shared effort, a
shared vision, and a lot of credit for making this expansion
(14:48):
happen goes to Grant Fach, theirDirector of Africa Recruitment.
His work? Building these crucial local
relationships, often through countless visits, spending real
time on the ground, it's been absolutely pivotal.
This ground up approach is what aims to make it sustainable and
genuinely impactful. OK, now for the really exciting
part, the players. Who are these promising young
(15:10):
African talents that Roc Nation Sports International is banking
on the next generation. Tell us about these narratives
in motion. Yeah, these are genuinely
powerful narratives in motion. Young prodigies, meticulously
identified, signed as part of this huge expansion.
Each story's unique, but together they really show the
(15:30):
incredible potential Africa has.Let's hear about some of them.
OK, starting in South Africa, they've signed a meal with Boy
Very Highly rated and specifically Siyabonga Mabena
from Melody Sundowns. From the partner club.
Exactly. Siyamonga is described as a pure
playmaker, dictates the game, unlocks defenses with vision
(15:52):
passing. He's already done campaigns for
Adidas so you see the marketability early on.
He's had some injury struggles, but working hard past them shows
resilience. Then there's Neo Baloco from
Kaiser Chiefs. A natural goal scorer just finds
the net and apparently he presents really well on social
media, which is obviously attractive for brands these
days. Sure is OK moving beyond South
(16:12):
Africa. Yep.
Ghana, they've signed Ali Umar, a central midfielder called a
midfield metronome. Controls the pace, the flow.
Consistent. Yeah, and Joseph Narby, a winger
so technically gifted, so explosive, they think he could
potentially go straight to a topfive European league.
No stepping stone needed. Wow.
High hopes for him. Definitely from The Gambia.
(16:33):
Francis Gomez, another winger, physically, technically gifted,
described as high level. His move to Europe at just 18 is
already happening, which tells you how ready they think he is.
OK. Nigeria.
Nigeria Ifelua Oloporoku Attacking midfielder known for
being incredibly intelligent, high football IQ, makes smart
decisions. He's actually trialling in
(16:54):
Sweden right now. Oh.
One of those trampoline. Leagues, exactly, and he's also
lined up for a Europe move at 18.
Then from Guinea Mamadou Diallo,Athletic direct, powerful
winger, currently playing in theUAE but set to travel closer to
Europe soon for assessment. Potential placement.
OK. And finally from Zimbabwe,
Tadiwa Chakritichi, another exciting winger or adding to
(17:14):
their attacking options. You really can almost feel the
potential, can't you? These aren't just names.
It feels like they've been picked not just for skill, but
for that. You know, that hunger, that
resilience, maybe humility too. Qualities that often make the
difference. It's incredibly exciting for
African football and obviously for these young guys.
OK, so if we connect all this tothe bigger picture, yeah, what's
(17:38):
the ultimate goal for these young African players?
And how is Roc Nation's sports International actively trying to
overcome those traditional hurdles that African talent has
often faced getting onto the global stage?
It's not just about exporting them, is it?
No, definitely not. And what's really interesting
here is how they acknowledge those historical limitations,
(17:58):
often related to maybe coaching levels, the overall football
environment on the continent. That was a gap.
Yeah, you've heard that a lot, right?
But there's this clear accelerating trend now, much
more European coaching influencewithin Africa, not just just
flying coaches in, but a real transfer of knowledge methods.
It's narrowing that development gap significantly, giving
players better training earlier.And the organization, they hold
(18:21):
this really strong belief. It's a powerful statement
actually, that within the next 10 years we'll see a top three
Bondor player come directly fromAfrica.
Wow. That's a bold prediction.
It is, but it speaks volumes about the potential they
genuinely see there. It's undeniable.
So beyond just scouting and signing, what are the actual
(18:41):
pathways, the practical routes they're creating for these
players to realistically reach that kind of global stage?
It sounds like it has to be tailored, right?
Not one single path for everyone.
Precisely. They've developed this quite
sophisticated 3 pronged transferstrategy basically because yeah,
every player's journey is different.
The first pathway is using what they call trampoline leagues.
(19:03):
OK, trampoline leagues. Yeah, leagues in places like
Scandinavia, Denmark, Sweden, Norway, or maybe Belgium,
Portugal, they're an ideal firststep into European football.
Players adapt to the life, develop skills in a competitive
league, build their market value.
Get used to the European game. Exactly.
And then make a second, usually bigger, more lucrative move to a
(19:24):
top tier league, Premier League,La Liga, Bundesliga.
It's a stepping stone, gives crucial experience exposure.
Makes sense. What's the second strategy?
The second one is for the real elite elite, those exceptional
maybe generational talents for them.
Direct move to England or another top five league might be
possible right away. It's less common but it's there
(19:46):
for the absolute standouts. OK and interestingly Brexit has
had this kind of weird unforeseen effect here before.
UK work permits for non EU players were super strict.
Needed loads of international caps usually.
Right. Very tough, yeah.
Post Brexit, the new point system.
It's complex, but it can actually help African players
sometimes if their nation has a high FIFA ranking or if they
(20:08):
play in big tournaments like AFCON, they can get enough
points for a work permit. So a direct move to England is
actually more viable for some now than it was before Brexit.
Strange but true. An unintended consequence, OK.
And the third pathway? The third one involves
alternative routes, maybe to leagues in places like Turkey,
Russia, even the Middle East nowwith the Saudi Pro League being
(20:29):
so prominent. Right, that's changing things.
Big time players can go where? Continue developing Game pro
experience, build value and theneventually move into the major
European leagues. It's all about tailoring the
journey to the players profile, their readiness, the best
opportunities for their specificdevelopment and goals.
It's not just a one way St. to the top five.
It's dynamic, adaptable. And here's where it seems really
(20:52):
strategic, showing how they're innovating the whole player
development model, this idea of group clubs.
Can you explain how that works and why it's such a big benefit,
especially for talent coming from places like Africa?
Yeah, this is a massive part of modern global football and
something Roc Nation Sports International definitely uses
strategically for their players.You've got major European clubs
(21:15):
building these huge networks of affiliated teams, sister clubs
all over the world. Like the Citigroup model?
Exactly like the Citigroup model.
Manchester City has clubs in NewYork, Melbourne, Spain with
Girona, Uruguay, China, France. It's vast.
Or look at Southampton. They have links in Turkey,
England, France. OK, so how does that help an
(21:36):
African player? Well, these big group structures
can recruit players from diverseregions like Africa or South
America, often into their affiliate clubs where visa rules
might be a bit more relaxed thanfor their main top tier club.
OK, easier entry point, right? Then they can develop these
players within this controlled professional network.
(21:57):
The affiliate clubs offer high level training, competitive
games, help with adapting to European football culture, all
while the player is still under the big groups umbrella.
If the player really kicks on and looks ready for the top
team, they can be moved up seamlessly.
If maybe they don't quite reach that level, they've still been
developed to a high standard andcan be sold, often for a good
profit to another club and that financial value stays within the
(22:21):
group. So it's a structured path.
Exactly. A structured path for
development. Offer stability, less risk.
A professional environment for young guys to grow without the
immediate intense pressure of a top league.
It's a very smart way to manage talent, maximize development,
keep the financial value and ensure this constant pipeline of
players. OK, so beyond the actual
(22:43):
transfers, the moving of players, what does success
really look like for Roc Nation Sports International?
It sounds like it's defined muchmore broadly than just, you
know, brokering deals feels deeper.
You're absolutely right. For them, transfers are
genuinely seen as a byproduct oftheir real success, not the end
goal. The core mission is about much
more profound stuff. It's about creating these
(23:05):
incredible opportunities for young athletes.
It's about developing good people on and off the pitch.
And like their president often says, it's about making dreams a
reality. That covers professional
success. Yes, scoring goals, winning
trophies, but also huge personalgrowth off the field.
They often share that the the most rewarding moments aren't
just the big wins, It's seeing ayoung player make their senior
(23:25):
debut, hit a big career milestone, or even more, seeing
the massive positive impact thatsuccess has not just on the
player, but on their whole family, maybe their entire
community back home. That must be powerful.
Hugely powerful. Imagine a kid who grew up with
maybe nothing, now training on elite pitches, getting world
class education, healthcare, being able to provide for their
(23:47):
family, maybe fund a local project.
Those are the stories they live for.
That they say, is the real measure of success.
It validates their whole approach.
Which brings up an important point, especially given, you
know, historical views about talent leaving Africa.
How do they make sure they're not just seen as another agency
exporting talent, a criticism you sometimes hear about older
(24:08):
models? How are they doing things
differently to genuinely benefitAfrica and its football, not
just extract players? It's a critical point and
they're very vocal about wantingto do things differently.
Their aim is to work locally, toactively improve communities and
always develop players as individuals first.
Their personal growth, their well-being, that comes first.
(24:28):
They really stress that African players offer these unique
physical profiles, amazing athleticism, power, agility,
this distinct DNA that European clubs really value, especially
when you blend it with top technical and tactical coaching.
That mix is why they're so in demand.
But crucially, Rock Nation Sports International doesn't
just funnel everyone to Europe. Their global network lets them
(24:49):
offer truly tailored opportunities.
That might mean looking at placements not just in Europe,
but maybe in MLS in the US, the Saudi Pro League, even South
America. Wherever the best fit is.
Exactly, it's always based on the players specific profile,
their goals, where they can really thrive and grow long
term. Their whole philosophy is to
avoid being just an export machine.
They want to be a long term partner in development, creating
(25:11):
a supportive ecosystem that nurtures talent but also
contributes positively back to the communities and the football
scene within Africa itself. It's about empowering athletes
to build these multifaceted careers, creating role models
who can inspire the next generation right there on the
continent. Hashtag #outro.
How? So what have we really uncovered
in this deep dive? Today we've looked at Roc Nation
(25:33):
Sports International, this global powerhouse rooted in
entertainment, Now strategicallymoving deeper into football.
They're identifying raw, untapped talent, especially in
Africa. Yeah, huge focus there.
And building these really comprehensive pathways for
athletes to reach the top. And their mission, as we've
heard, goes way beyond just contracts.
It's about holistic development,personal growth, community
impact, all driven by this idea of quality over quantity.
(25:57):
It's a very clear vision, isn't it?
Meticulous planning, a real commitment to investing in
proper local relationships and this dedication to nurturing
dreams across continents. You really see it in their long
term calculated commitment to Africa and it's incredible
football potential. They're aiming to transform
lives, yes, but also contribute to the game's growth right
(26:18):
there. So what stands out to you
listening This incredibly holistic way of nurturing
talent? Do you think this focused,
community driven strategy, this quality first approach, could it
really change the face of football talent development for
good? For decades to come, it's
definitely a captivating story and one that's still unfolding.
You know, one gravel pitch and one grand stadium at a time.
Welcome. Welcome everyone to the Deep
dive today. We are really strapping in for a
journey. We're going deep into a global
entity that, let's be honest, you probably know best for its
huge impact on entertainment. Massive.
But they're increasingly making these enormous waves in the
world of sports, too. We're talking about Roc Nation
(00:20):
Sports International. That's the one.
And look, they're not just, you know, signing the biggest names
out there. They seem to be fundamentally
reshaping how athletes careers work worldwide.
And they've got this groundbreaking focus on, well,
entirely new frontiers. Yeah, it's a really interesting
strategy they've got going. So our mission today really is
(00:41):
to dig into the fascinating details.
How is this incredibly influential company founded back
in 2013 right? How are they expanding their
reach so dramatically? We're zooming right in on this
audacious move, you could call it, into the the vibrant
football scene in Africa. What's the thinking?
What's the secret behind their kind of holistic approach?
(01:02):
And can it actually, you know, change lives across the whole
continent? It's a big question.
It is because this isn't just about finding the next
superstar, is it? It sounds like a really
comprehensive approach to developing athletes, something
that goes way beyond the pitch. That's exactly right.
And Roc Nation, you know, celebrating its 10th anniversary
this year. It started in the US
entertainment world, obviously, but they strategically moved
(01:24):
into sports, their sports division, Roc Nation Sports
International that launched in Europe back in 2020.
OK. So relatively recently in
Europe. In Europe, yes, but since then
it's really grown into this global force.
They've got a strong presence inBrazil, the US, across Europe,
and now this latest and maybe most significant move is into
Africa. And their philosophy, it's
(01:47):
always been pretty clear, elevate athletes not just on the
field, but really profoundly offthe field, too, building careers
that are sustainable, impactful,you know, long term.
OK, so get ready everyone. We think they'll be some
surprising facts, maybe if you aha moments as we pull back the
curtain on how this powerhouse actually manages talent, how
(02:08):
they connect with communities. Which is key.
Exactly, and how they're aiming to create these entirely new,
hopefully sustainable pathways for aspiring stars across
Africa. We're going to explore how their
unique model tries to rewrite the playbook for talent
development. You know, 1 dusty pitch and one
massive stadium at a time. OK, let's unpack this.
(02:30):
What really makes Roc Nation Sports International stand out?
What's their core philosophy andhow does that actually translate
into action? Something beyond, you know, your
typical sports agency. Well, it's fascinating when you
look at their origin and that sort of calculated growth.
Like we said, parent company RocNation came out of US
Entertainment, but they saw the need for a global footprint in
(02:51):
sports pretty quickly. So the dedicated sports division
hits Europe in 2020, and from there it's been this continuous
but very deliberate global expansion.
Brazil, the US, and now Africa and their unique approach.
Look, it's not just about getting big contracts, although
obviously that's part of the game.
It's about a much more comprehensive strategy,
(03:13):
elevating careers internationally both on and off
the field. And that means this huge suite
of support services that go way beyond just negotiating the deal
itself. Like what kind of things are we
talking about? OK, so imagine you've got this
young athlete, incredible raw talent.
Roc Nation doesn't just find them a team, they're building
sophisticated marketing campaigns for their personal
(03:34):
brand. Right, building the brand early.
Exactly. Securing good endorsement deals,
ones that actually align with the players values.
You know, engaging in real community outreach.
And this isn't just like basic PR.
It could be setting up charitable tie insurance,
helping them give back, managingcomplex media stuff, crafting a
whole brand strategy for each person.
(03:56):
So maybe helping a player start a foundation, build pitches back
home, or media training so they can talk confidently about
issues they care about. It's like a 360° thing for their
professional and personal life, making sure they're set up for
success way after they stop playing.
That really does sound like a different way of doing things.
And here's something that seems to really set them apart.
(04:17):
A principle that feels, well, genuinely different from the
usual agency model. They explicitly say their aim is
not to be the biggest agency. Yeah, that's a key point.
In an industry that often feels like it's all about numbers, how
revolutionary is that the laser focus on quality?
What are the downsides of just going for volume that they're
(04:39):
trying to avoid? It is a massive difference and
yeah, pretty revolutionary in a business that can feel like a
numbers game. Your traditional bigger
agencies, they might sign hundreds, maybe thousands of
athletes. And what happens often you get
this dilution of personal attention.
A young player, maybe from a tough or background, can just
get lost in the system. Easily done.
Totally. They might not get the dedicated
(05:00):
coaching focus, the brand development, the individual care
they need to really hit their ceiling, Rock Nation Sports
International says. Nope, not doing that.
Their focus is absolutely on signing who they think is the
best talent out there. Not just technical skill, but
character drive that real hunger.
The whole package. The whole package.
And once they bring that talent in, the focus shifts completely
(05:22):
to building this dedicated, personalized team around each
athlete, not just agents, but marketing people, legal,
financial advisors, community experts.
To a whole support network. Exactly.
The goal is maximizing potentialin every single area of their
life and career, making sure they're not just great players,
shares, but well-rounded people,impactful role models.
(05:44):
It's a very clear, deliberate focus on quality over quantity,
and that builds deep relationships, you know, trust
shared goals. That makes a lot of sense.
And we have to talk about the owner, Jay-Z, because this isn't
just a name on the door, is it? How involved is he really?
And how does his personal engagement affect this whole
quality over quantity idea? Oh, it's far from passive.
(06:06):
He's deeply engaged, influential.
He's actively aware of what's going on in the business.
He chips in with strategic ideasand crucially, he personally
supports the athletes very visibly.
You see him at huge events like the UEFA Champions League final.
Specifically, they're backing Vinicius Junior, one of their
stars, I. Remember seeing.
That yeah, or the FIFA Club World Cup.
He shows up. It's not just, you know,
(06:28):
celebrity window dressing. It feels like genuine commitment
from the top, and what's really compelling is how he keeps
emphasizing those core principles that bespoke high
quality athlete first approach. His presence, his advice, his
belief in each player's journey.It sends a powerful message to
the players, sure, but also to the whole organization.
(06:49):
It keeps the focus on nurturing talent and character, not just
chasing quick deals. It creates this culture where
the athletes long term well-being is absolutely
central. OK.
So to give people listening a real sense of the impact, the
kind of talent they attract withthis model, who are some of the
big names they have right now, not just in football but across
different sports, it really shows the reach of this quality
(07:11):
focus. Yeah, the roster is seriously
impressive and diverse too. It really shows how this
approach pulls in top tier talent football.
You've got absolute household names, players dominating right
now, Kevin De Bruyne. Obviously huge.
One of the best midfielders, period.
Ramlulukaku, that powerhouse striker, the electric Venetius
junior just a generational talent at Real Madrid.
(07:33):
Incredible player. Then there's the big young
Brazilian prospect Andrick, already heading to Real Madrid.
Gabriel Martinelli at Arsenal, so dynamic.
Federico DeMarco, the defender huge in the Champions League
final recently. Wow, that's a serious list just
in football. It is, but it goes way beyond
football, which shows their global vision.
Take cricket, for example. They represent South African
(07:54):
stars Lungi Ngidi and Temba Bavuma, key international
players in netball. We have the South African
captain, Bunguum Somi, very highprofile rugby, huge names there
too, Jesselyn Kolbe, Scubum Kosiand the captain icon Sia Khalisi
who lifted the World Cup. Wow, Sia Khalisi too.
Yeah, and just to show the scope, they're also in American
(08:14):
sports, Skyler, Diggins and the WNBA, Jazz, Chisholm Junior and
MLB. It just underlines how they can
apply this holistic model acrossso many different sports and
cultures. And that wider reach, it
connects right back to their entertainment roots, doesn't it?
It's not just sports management in a silo.
They leverage that broader influence.
Like, look at their involvement in something massive like the
(08:36):
Super Bowl halftime show. Right, huge cultural moment.
Huge broke records was 133.5 million viewers.
That just shows how Roc Nation Sports International can plug
athletes into these massive cultural conversations, giving
them visibility way beyond the sports pages.
It elevates their brand onto a truly global stage.
OK, let's pivot. Now let's talk about what might
(08:57):
be their most exciting new chapter, this strategic, very
thought through expansion into Africa.
Why Africa? Why now?
What makes the continent so compelling for them, especially
given its, you know, rich but sometimes complex footballing
history? Yeah, this is genuinely a
landmark move and it's really the result of some incredibly
detailed planning. Africa is just it's seen
(09:18):
unequivocally as this hotbed of untapped footballing potential.
You hear that phrase a lot. You do because it's true.
It's brimming with raw talent, unbelievable passion, unique
athletic profiles, things that are increasingly valuable in
today's game. But this wasn't like a rush
decision at all. Quite the opposite.
This move into Africa is the result of meticulous, thorough
(09:41):
planning. We're talking 18 months, maybe 2
years of deep research. Wow, that long?
Yeah, they sent teams out, bootson the ground, hundreds of
meetings, not just with clubs and FAS, but local coaches,
community leaders, families evenreally trying to understand the
cultural nuances, the regional playing styles, identify the
infrastructure gaps where they could potentially help.
(10:04):
So real groundwork. Serious groundwork, and it's
vital to get this. This is absolutely not a
scouting safari. You know where they just sweep
in and grab any talent they see.Right avoids that that
criticism. Completely.
It's a highly focused, boutique approach designed specifically
for what they call a select group of highly gifted athletes.
They're investing in quality in long term relationships, not
(10:25):
volume. And the why now?
Well, it's a few things coming together.
Growing global interest in African football?
Definitely. Yeah.
Better local infrastructure in some places.
And a realization that with the right support system, African
talent can absolutely excel on the world stage.
It's about unlocking potential that maybe older scouting models
(10:46):
just couldn't reach, transforming careers and maybe
even communities too. What's really interesting is how
they started in Africa. It wasn't even signing a player
first, was it? It was this strategic
consultancy partnership. Can you tell us about that, how
it sort of paved the way? Absolutely.
That was a really clever entry point.
Their first proper deep dive into African football wasn't
player representation, it was this consultancy partnership
(11:08):
they set up in 2021 with the South African club Mamelodi
Sundowns. Yeah, Sundowns big club.
Huge club and that relationship,by the way, is still going
strong today and it was instrumental.
It's served as this crucial gateway, giving them invaluable
first hand insights into South African football, which you
know, often mirrors broader trends across the continent.
(11:29):
So what do they learn? Specifically, well, they quickly
saw the incredibly high technical level of young players
there, amazing natural skill, flair.
But they also identified specific areas needing work,
physical development, tactical understanding, stuff needed to
meet those tough European standards.
And a really concrete example was when they took the Sundowns
youth team to the KDB Cup in Belgium in 2023.
(11:53):
Right, Dubois is tournament. Exactly pitting these young
African talents directly againsttop European academies that
showed them crystal clear what'sneeded to make that jump
successfully. So that deep dive with Sundowns
working closely with them, understanding their talent pool,
it was critical in shaping the wider African strategy.
It validated their boutique approach and showed exactly
(12:14):
where their holistic support could make the biggest
difference. It wasn't just watching, it was
learning, adapting. OK, so that brings us to right
now, when did this African kick off, as they call it, actually
begin? And where are they setting up
shop? Where's the physical presence?
The formal launch is literally today, July 23rd, 2025.
So this is happening right now, a massive moment for global
(12:37):
talent development really. They're establishing a direct on
the ground presence in several key countries, Ghana, Nigeria,
Zambia, Ivory Coast, Molly, Zimbabwe and of course South
Africa where they had that initial connection.
To a widespread. A widespread but strategically
chosen hubs. And this isn't just, you know,
flying scouts in and out. It's about embedding themselves
(12:57):
in those football ecosystems. Ghana, for instance, they've
identified as kind of the ideal spot for their W African office.
It's a center point for the wider strategy.
Rich football history, passionate fans, good location
and key people from the organization.
Nathan Campbell, who's head of global recruitment for football.
Michael, your Mark the Presidentincident, they've personally
visited these regions multiple times, showing a real long term
(13:21):
commitment to being there, understanding local dynamics,
building direct relationships. That physical presence is just
vital for trust, for providing immediate tailored support.
Which raises a big question. Africa is huge, incredibly
diverse culturally. How do they make sure they're
getting that genuine connection and building something
sustainable? It must take more than just
setting up an office. It needs deep local
(13:43):
understanding, right? It absolutely does, and the
crucial piece here is their total commitment to
collaborating deeply with local partners.
They know A1 size fits all approach is just doomed to fail
in Africa. So collaboration is essential
for providing top level service,yes, but more importantly for
truly understanding the unique culture, the traditions, how
things work in each country, even specific regions.
(14:06):
Their partnership models are pretty flexible.
They work with established localclubs with key individuals who
have deep roots, strong networks.
People on the ground who know the scene.
Exactly. And even with partner agencies
already embedded locally, like agreat example is their
partnership with Ebenor Sports in The Gambia, leveraging
existing expertise, very smart. And they've brought on specific
(14:27):
local partners to people who actas Metro Bridges operational
anchors. Olatungio Cuckoo in Nigeria,
Oscar Guerrao and Ivory Coast, Kibunuhu and Ghana, these aren't
just contacts, they're integral team members bringing priceless
local knowledge and trust. It really is a shared effort, a
shared vision, and a lot of credit for making this expansion
(14:48):
happen goes to Grant Fach, theirDirector of Africa Recruitment.
His work? Building these crucial local
relationships, often through countless visits, spending real
time on the ground, it's been absolutely pivotal.
This ground up approach is what aims to make it sustainable and
genuinely impactful. OK, now for the really exciting
part, the players. Who are these promising young
(15:10):
African talents that Roc Nation Sports International is banking
on the next generation. Tell us about these narratives
in motion. Yeah, these are genuinely
powerful narratives in motion. Young prodigies, meticulously
identified, signed as part of this huge expansion.
Each story's unique, but together they really show the
(15:30):
incredible potential Africa has.Let's hear about some of them.
OK, starting in South Africa, they've signed a meal with Boy
Very Highly rated and specifically Siyabonga Mabena
from Melody Sundowns. From the partner club.
Exactly. Siyamonga is described as a pure
playmaker, dictates the game, unlocks defenses with vision
(15:52):
passing. He's already done campaigns for
Adidas so you see the marketability early on.
He's had some injury struggles, but working hard past them shows
resilience. Then there's Neo Baloco from
Kaiser Chiefs. A natural goal scorer just finds
the net and apparently he presents really well on social
media, which is obviously attractive for brands these
days. Sure is OK moving beyond South
(16:12):
Africa. Yep.
Ghana, they've signed Ali Umar, a central midfielder called a
midfield metronome. Controls the pace, the flow.
Consistent. Yeah, and Joseph Narby, a winger
so technically gifted, so explosive, they think he could
potentially go straight to a topfive European league.
No stepping stone needed. Wow.
High hopes for him. Definitely from The Gambia.
(16:33):
Francis Gomez, another winger, physically, technically gifted,
described as high level. His move to Europe at just 18 is
already happening, which tells you how ready they think he is.
OK. Nigeria.
Nigeria Ifelua Oloporoku Attacking midfielder known for
being incredibly intelligent, high football IQ, makes smart
decisions. He's actually trialling in
(16:54):
Sweden right now. Oh.
One of those trampoline. Leagues, exactly, and he's also
lined up for a Europe move at 18.
Then from Guinea Mamadou Diallo,Athletic direct, powerful
winger, currently playing in theUAE but set to travel closer to
Europe soon for assessment. Potential placement.
OK. And finally from Zimbabwe,
Tadiwa Chakritichi, another exciting winger or adding to
(17:14):
their attacking options. You really can almost feel the
potential, can't you? These aren't just names.
It feels like they've been picked not just for skill, but
for that. You know, that hunger, that
resilience, maybe humility too. Qualities that often make the
difference. It's incredibly exciting for
African football and obviously for these young guys.
OK, so if we connect all this tothe bigger picture, yeah, what's
(17:38):
the ultimate goal for these young African players?
And how is Roc Nation's sports International actively trying to
overcome those traditional hurdles that African talent has
often faced getting onto the global stage?
It's not just about exporting them, is it?
No, definitely not. And what's really interesting
here is how they acknowledge those historical limitations,
(17:58):
often related to maybe coaching levels, the overall football
environment on the continent. That was a gap.
Yeah, you've heard that a lot, right?
But there's this clear accelerating trend now, much
more European coaching influencewithin Africa, not just just
flying coaches in, but a real transfer of knowledge methods.
It's narrowing that development gap significantly, giving
players better training earlier.And the organization, they hold
(18:21):
this really strong belief. It's a powerful statement
actually, that within the next 10 years we'll see a top three
Bondor player come directly fromAfrica.
Wow. That's a bold prediction.
It is, but it speaks volumes about the potential they
genuinely see there. It's undeniable.
So beyond just scouting and signing, what are the actual
(18:41):
pathways, the practical routes they're creating for these
players to realistically reach that kind of global stage?
It sounds like it has to be tailored, right?
Not one single path for everyone.
Precisely. They've developed this quite
sophisticated 3 pronged transferstrategy basically because yeah,
every player's journey is different.
The first pathway is using what they call trampoline leagues.
(19:03):
OK, trampoline leagues. Yeah, leagues in places like
Scandinavia, Denmark, Sweden, Norway, or maybe Belgium,
Portugal, they're an ideal firststep into European football.
Players adapt to the life, develop skills in a competitive
league, build their market value.
Get used to the European game. Exactly.
And then make a second, usually bigger, more lucrative move to a
(19:24):
top tier league, Premier League,La Liga, Bundesliga.
It's a stepping stone, gives crucial experience exposure.
Makes sense. What's the second strategy?
The second one is for the real elite elite, those exceptional
maybe generational talents for them.
Direct move to England or another top five league might be
possible right away. It's less common but it's there
(19:46):
for the absolute standouts. OK and interestingly Brexit has
had this kind of weird unforeseen effect here before.
UK work permits for non EU players were super strict.
Needed loads of international caps usually.
Right. Very tough, yeah.
Post Brexit, the new point system.
It's complex, but it can actually help African players
sometimes if their nation has a high FIFA ranking or if they
(20:08):
play in big tournaments like AFCON, they can get enough
points for a work permit. So a direct move to England is
actually more viable for some now than it was before Brexit.
Strange but true. An unintended consequence, OK.
And the third pathway? The third one involves
alternative routes, maybe to leagues in places like Turkey,
Russia, even the Middle East nowwith the Saudi Pro League being
(20:29):
so prominent. Right, that's changing things.
Big time players can go where? Continue developing Game pro
experience, build value and theneventually move into the major
European leagues. It's all about tailoring the
journey to the players profile, their readiness, the best
opportunities for their specificdevelopment and goals.
It's not just a one way St. to the top five.
It's dynamic, adaptable. And here's where it seems really
(20:52):
strategic, showing how they're innovating the whole player
development model, this idea of group clubs.
Can you explain how that works and why it's such a big benefit,
especially for talent coming from places like Africa?
Yeah, this is a massive part of modern global football and
something Roc Nation Sports International definitely uses
strategically for their players.You've got major European clubs
(21:15):
building these huge networks of affiliated teams, sister clubs
all over the world. Like the Citigroup model?
Exactly like the Citigroup model.
Manchester City has clubs in NewYork, Melbourne, Spain with
Girona, Uruguay, China, France. It's vast.
Or look at Southampton. They have links in Turkey,
England, France. OK, so how does that help an
(21:36):
African player? Well, these big group structures
can recruit players from diverseregions like Africa or South
America, often into their affiliate clubs where visa rules
might be a bit more relaxed thanfor their main top tier club.
OK, easier entry point, right? Then they can develop these
players within this controlled professional network.
(21:57):
The affiliate clubs offer high level training, competitive
games, help with adapting to European football culture, all
while the player is still under the big groups umbrella.
If the player really kicks on and looks ready for the top
team, they can be moved up seamlessly.
If maybe they don't quite reach that level, they've still been
developed to a high standard andcan be sold, often for a good
profit to another club and that financial value stays within the
(22:21):
group. So it's a structured path.
Exactly. A structured path for
development. Offer stability, less risk.
A professional environment for young guys to grow without the
immediate intense pressure of a top league.
It's a very smart way to manage talent, maximize development,
keep the financial value and ensure this constant pipeline of
players. OK, so beyond the actual
(22:43):
transfers, the moving of players, what does success
really look like for Roc Nation Sports International?
It sounds like it's defined muchmore broadly than just, you
know, brokering deals feels deeper.
You're absolutely right. For them, transfers are
genuinely seen as a byproduct oftheir real success, not the end
goal. The core mission is about much
more profound stuff. It's about creating these
(23:05):
incredible opportunities for young athletes.
It's about developing good people on and off the pitch.
And like their president often says, it's about making dreams a
reality. That covers professional
success. Yes, scoring goals, winning
trophies, but also huge personalgrowth off the field.
They often share that the the most rewarding moments aren't
just the big wins, It's seeing ayoung player make their senior
(23:25):
debut, hit a big career milestone, or even more, seeing
the massive positive impact thatsuccess has not just on the
player, but on their whole family, maybe their entire
community back home. That must be powerful.
Hugely powerful. Imagine a kid who grew up with
maybe nothing, now training on elite pitches, getting world
class education, healthcare, being able to provide for their
(23:47):
family, maybe fund a local project.
Those are the stories they live for.
That they say, is the real measure of success.
It validates their whole approach.
Which brings up an important point, especially given, you
know, historical views about talent leaving Africa.
How do they make sure they're not just seen as another agency
exporting talent, a criticism you sometimes hear about older
(24:08):
models? How are they doing things
differently to genuinely benefitAfrica and its football, not
just extract players? It's a critical point and
they're very vocal about wantingto do things differently.
Their aim is to work locally, toactively improve communities and
always develop players as individuals first.
Their personal growth, their well-being, that comes first.
(24:28):
They really stress that African players offer these unique
physical profiles, amazing athleticism, power, agility,
this distinct DNA that European clubs really value, especially
when you blend it with top technical and tactical coaching.
That mix is why they're so in demand.
But crucially, Rock Nation Sports International doesn't
just funnel everyone to Europe. Their global network lets them
(24:49):
offer truly tailored opportunities.
That might mean looking at placements not just in Europe,
but maybe in MLS in the US, the Saudi Pro League, even South
America. Wherever the best fit is.
Exactly, it's always based on the players specific profile,
their goals, where they can really thrive and grow long
term. Their whole philosophy is to
avoid being just an export machine.
They want to be a long term partner in development, creating
(25:11):
a supportive ecosystem that nurtures talent but also
contributes positively back to the communities and the football
scene within Africa itself. It's about empowering athletes
to build these multifaceted careers, creating role models
who can inspire the next generation right there on the
continent. Hashtag #outro.
How? So what have we really uncovered
in this deep dive? Today we've looked at Roc Nation
(25:33):
Sports International, this global powerhouse rooted in
entertainment, Now strategicallymoving deeper into football.
They're identifying raw, untapped talent, especially in
Africa. Yeah, huge focus there.
And building these really comprehensive pathways for
athletes to reach the top. And their mission, as we've
heard, goes way beyond just contracts.
It's about holistic development,personal growth, community
impact, all driven by this idea of quality over quantity.
(25:57):
It's a very clear vision, isn't it?
Meticulous planning, a real commitment to investing in
proper local relationships and this dedication to nurturing
dreams across continents. You really see it in their long
term calculated commitment to Africa and it's incredible
football potential. They're aiming to transform
lives, yes, but also contribute to the game's growth right
(26:18):
there. So what stands out to you
listening This incredibly holistic way of nurturing
talent? Do you think this focused,
community driven strategy, this quality first approach, could it
really change the face of football talent development for
good? For decades to come, it's
definitely a captivating story and one that's still unfolding.
You know, one gravel pitch and one grand stadium at a time.
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