One-on-one with Michael R. Yormark: The 'vision' that became a global icon
Roc Nation Sports International is now inextricably linked to Rugby Union, but just four years ago the agency hardly took notice of a sport they barely knew existed.
Along came Siyamthanda Kolisi who piqued their interest, enough for them to learn more about the man who is the first-ever black Test captain of a Springbok team.
However, it was not the historic captaincy that won them over.
It was the way Kolisi conducted and carried himself that made the global brand realise he was just the person they were after.
Roc Nation Sports International, a sub-division of Roc Nation, was launched in 2013.
Founder Shawn 'JAY-Z' Carter's love of sports led to the formation of Roc Nation Sports, which focuses on elevating athletes' careers on a global scale both on and off the field.
@king365ed sat down with Michael R. Yormark, President of Roc Nation Sports International, to find out more about what and why they were drawn to Rugby Union, a sport that was barely a spec in the American sporting market.
He revealed how, four years ago, when he watched his first-ever rugby match - knowing nothing about the sport - it was the World Cup Final between South Africa and England (won 32-12 by the Springboks) where he had his 'wow' moment.
It was at that instant he had the 'vision' of getting Siya Kolisi to join the Roc Nation team.
Move on four years and the agency is at the centre of the game - with five of their players featuring in the World Cup semifinal face-off between South Africa and England at Stade de France in Paris on Saturday.
In the Springbok camp, there is Cheslin Kolbe and Siya Kolisi, while England has Ellis Genge, Maro Itoje and Marcus Smith.
Add in Ardie Savea - playing in the other semifinal for New Zealand against Argentina - and Roc Nation has six global stars on display this coming weekend.
But it is Saturday's game where the bulk of their stars are assembled and possibly causing divided loyalties.
"I'm just thrilled that we are part of this great occasion," Yormark told @rugby365com.
Turning to where it started and the man that kicked it off, Springbok captain Siya Kolisi, Yormark said that from the outset he knew Kolisi was 'super special'.
"It is just the way he carries himself and the way he communicates," Yormark told @rugby365com.
"Then, when you get to speak to him, you start understanding who Siya the man is - not Siya the rugby player, but Siya the man.
"You realise instantly he is unique, he is special and he is different."
They set out to grow his brand and his profile to a stage where he would eventually transcend the game.
"He has become a global icon," Yormark added.
"He is recognised throughout the world - not just as a great rugby player and not just as the captain of the Springboks.
"More importantly, he is recognised as a great human being - somebody that cares, somebody that gives back, somebody that's a terrific family man.
"He is very unique," Yormark said, adding how Kolisi blew the owners of Roc Nation away at a recent meeting in New York.
The owners of Roc Nation had not met Kolisi before and didn't really understand why Yormark was so enamoured with Kolisi.
"After I met Siya, I told the owners of Roc Nation that I just met one of the most special human beings that I have ever been around.
"I don't think they really understood what I meant.
"After they met Siya in New York recently, they phoned me and said: 'Michael, we now get it!'
"They then realised he is super special, he is different."
For a company that deals with many high-profile athletes and artists - including some of the world’s most recognizable names: from Rihanna and Rapsody to Buju Banton and Snoh Aalegra - Kolisi is now one of their most prized assets.
"Siya is different and what makes him different is the person he is, the values he has and how much he cares.
"That set him apart from the rest."
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Turning to Saturday's semifinal at Stade de France, Yormark's wish is for a "great match" and all players to "play well" and enjoy the moment.
However, pressed about possible divided loyalties, he admitted that because their journey started with Kolisi four years ago, Roc Nation Sports International, he is leaning ever so slightly towards the Springboks.
"I can never root against Siya Kolisi, Cheslin Kolbe and the Springboks," Yormark told @rugby365com.
"I would not be here - regarding our relation with rugby - was it not for Siya Kolisi."
Looking at the tournament itself, he said the organisers have done an "amazing" job and the full stadiums reflect the French people's passion for the game.
"It reinforced what the players already knew, just how popular the sport is in France.
"They felt the passion of the fans and enjoyed the experience."
If there is one critique it is that the tournament is perhaps too long.
"It is a long journey," Yormark said about comments made by some coaches and players.
"I don't have the answer, but that is something that can be looked at going forward."
The denounced draw is another topic to be put on the table for future discussion.
"At any tournament, you like to see the best teams play against the best teams at the most meaningful moments," he said about the fact that the two top-ranked teams, Ireland and France, were knocked out in the quarterfinals.
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