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From collaborating with clubs of all sizes to representing some of football’s top names, Roc Nation is redefining how sports branding works across the globe.

Seven years ago, Michael Yormark sat with Roc Nation’s key figures — Jay-Z, Juan Perez, and Desiree Perez — to discuss the company’s next big move. The decision they reached that day: to dive into football.

Now, with the World Cup approaching American shores, Roc Nation Sports International has become a force across nearly every layer of the football industry. It acts as an agency, a consultant, and a growth partner — helping clubs boost their global profile, turning stadiums into multipurpose venues, and linking sport with entertainment. In today’s football environment, being just one thing is no longer an option.

That philosophy, Yormark explains, has guided Roc Nation’s latest ventures — one with English powerhouse Chelsea FC and the other with Polish side KS Cracovia. At first glance, these clubs couldn’t be more different: Chelsea are a global behemoth worth billions, while Cracovia, based in Krakow, haven’t lifted a domestic league title since 1948.

So, why these two? According to Yormark, it’s all about opportunity. “I think the common thread between all these clubs is that owners now view their teams as more than football clubs,” he says. “They’re lifestyle brands — and the question is, how do you monetize that beyond just football fans? That’s the secret sauce. Wrexham is doing it. Como is doing it. We want to do it in Poland as well.”

He continues, “Look at PSG. They were one of the first to say, ‘We’re not just a football brand; we’re a lifestyle brand connected to culture.’ They’ve expanded globally, even opening a store in London. Clubs are now asking how they can globalize their brands while creating unique experiences for casual fans.”

It’s a challenge, Yormark admits, but one that’s becoming more exciting as the World Cup nears. The upcoming tournament is expected to reshape football’s global landscape — and Roc Nation wants to be at the forefront of that transformation.

Changing the Game

When Yormark first entered football, he wasn’t an expert — a fact he now sees as an advantage. Roc Nation didn’t want to simply copy existing football agencies; they wanted to bring their own approach. “Unlike others, we started from scratch,” he explains. “We didn’t buy a company and rebrand it. We applied the same principles that made us successful with artists and athletes in America and translated that to football.”

Critics doubted them, but Yormark recalls their reply: “Watch us.”

Roc Nation’s entry into football came with cultural credibility — thanks to Jay-Z’s global influence and years of experience in American sports and music. Their early clients included Kevin De Bruyne, Romelu Lukaku, and Jerome Boateng, signaling serious intent from the start. Even now, as one of football’s leading agencies, Roc Nation maintains the same challenger mindset.

Authenticity in Poland

Yormark was introduced to Krakow by his friend Robert Platek, who acquired majority ownership of KS Cracovia in August 2025. After visiting, Yormark was convinced of the project’s potential. “I fell in love with the city, the project, and its possibilities,” he says. “Polish football is growing, and Cracovia’s ambition aligns perfectly with our vision.”

He continues, “You can feel the heartbeat of Krakow. Football is deeply woven into the community. The rivalry between the city’s two clubs gives it a unique energy, and that passion is something we want to celebrate.”

In April, KS Cracovia and Roc Nation Sports International announced their partnership, focusing on storytelling and elevating Cracovia’s global presence. For Roc Nation, it’s about helping a club grow from its roots while staying authentic. For Cracovia, it’s an opportunity to reach audiences far beyond Poland.

“When you’re inside the club, you realise Cracovia is part of people’s identity,” says David Amdurer, Vice President and Chief Revenue Officer of KS Cracovia. “Generations of families come to matches. It’s heritage. Our fans demand authenticity — they don’t want us to lose our soul.”

He adds, “Our job is to protect that spirit while opening the doors to the world. Watching Cracovia find its global voice while staying true to Krakow’s roots is incredibly fulfilling.”

Amdurer highlights the importance of authenticity: “It’s the most valuable currency in football. We’re not trying to manufacture an image — we’re building on over a century of history. You don’t have to be a megaclub to be a global brand; you just need a story that connects. Our goal is to become a culturally resonant institution.”

What’s in a Partnership?

Early goals for the Cracovia-Roc Nation partnership include celebrating the club’s 120th anniversary and sharing its story globally. Roc Nation plans to help transform Cracovia’s stadium into a multipurpose venue — hosting concerts and events that will attract new audiences, boost community engagement, and commercial growth.

There’s also an on-field component. “Africa is a huge market for us,” Yormark says. “We hope to bring young African talents to Cracovia, where they can develop before moving to bigger clubs. It’s a great opportunity for both sides.”

Still, Yormark acknowledges that success won’t come easily. “Wrexham’s story was lightning in a bottle,” he says. “You can’t copy that exactly. But success for Cracovia means being stronger and more recognized than ever before.”

Amdurer agrees: “In five years, I’d love for fans worldwide to know our colours — not just for results but for our storytelling. In 10–20 years, we want our stadium to be a cultural hub for sports, music, and entertainment while keeping our community connection intact.”

Roc Nation’s football portfolio also includes Mamelodi Sundowns, Como, Burnley, and Marseille. Recently, another major partner joined the list — Chelsea FC.

A Global Brand in Chelsea

Chelsea’s partnership with Roc Nation differs from Cracovia’s, but the goal is similar — expanding cultural influence. Though Chelsea are already a global powerhouse, Roc Nation aims to help them deepen their connection with American and international audiences by linking football with music and culture.

“Fans today seek more than 90 minutes of football,” says Scott Fenton, Chelsea’s Brand Director. “We’ve placed Chelsea at the heart of culture — from Brazilian rappers wearing our kit to WWE stars in our campaigns, and even collaborations with artists like Tony Ann and Drake’s OVO brand. We’re constantly pushing boundaries off the pitch.”

The two organizations plan to launch creative campaigns, exclusive content, and live experiences targeting the American market. “It’s about understanding fans’ diverse entry points into football,” Fenton adds. “Connecting through culture and entertainment helps us grow both locally and globally.”

A Future in America

Roc Nation expects to have several clients competing in this summer’s World Cup — including Vinicius Junior, Yan Diomande, Gabriel Martinelli, Endrick, and USMNT defender Chris Richards. “Star power drives sports,” Yormark says. “If our players shine at the World Cup, it elevates everyone.”

He reflects, “In 1994, Alexi Lalas was the face of American soccer. Maybe this time, it’s Chris Richards. If the U.S. performs well, he could be our new Captain America.”

The bigger question, Yormark says, is what happens after the tournament. “This World Cup on American soil must be the catalyst for football’s next level of growth,” he insists. “We’re investing more resources into the U.S. market because we believe the opportunity is massive.”

When Yormark and Jay-Z first discussed entering football seven years ago, they had the World Cup in mind as a milestone. Now, as the event approaches, Roc Nation’s influence spans continents — from Krakow to London to Los Angeles.

“We want to make sure we’ve impacted the football ecosystem,” Yormark says. “It’s not about fame or headlines. We’re here to create impact — to use our influence positively and leave a lasting mark on the sport. If we achieve that, we’ve truly won.”