The Brazilian National Team delegation is already in Spanish territory for the second friendly match against Spain on Tuesday (26) at the Santiago Bernabéu. One detail catches the attention of some of the called-up players, such as Endrick, Vini Jr, Lucas Paquetá, Murilo, and Fabrício Bruno. These five names, besides standing out enough on the field to deserve the opportunity to play for the national team, also share a common point: they are represented by rapper Jay-Z.
In July 2023, the TFM Agency, responsible for representing these athletes – along with Gabriel Martinelli, who was cut from the national team – announced the Roc Nation LLC group as its majority shareholder and controller, a move that gave rise to Roc Nation Sports Brazil. Since then, the football agency has taken over the operation in Brazil of one of the most influential and representative North American brands, personified by its founder, Jay-Z, recognized as one of the most significant artists in history.
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“The business revolution in football has reached agencies and is here to change the representation market. From now on, the athlete is treated as a partner and the center of the business. In other words, Roc Nation takes care of the sports aspect but also offers tools to transform these players into cultural and global icons,” says Frederico Pena, founder of TFM and now President of Roc Nation Sports Brazil.
Based in São Paulo, Roc Nation Sports Brazil has a portfolio of over 100 athletes, more than half of whom have served in the Brazilian National Team in at least one of its categories. Additionally, it has a track record of international transfers brokered between clubs from approximately 50 different countries. The agency promotes a unique integration between Brazilian and foreign stars, such as Kevin de Bruyne, Federico Dimarco, Rihanna, Alicia Keys, Vinicius Junior, Gabriel Martinelli, and Endrick.
“Six months have passed since the event in which we celebrated our merger in São Paulo. The call-up of five of our clients to the most important team in the world not only validates Roc Nation’s choice but also our work, from evaluating athletes to monitoring them and directing them to top clubs in major competitions,” concluded Thiago Freitas, COO of Roc Nation Sports in Brazil.
A recent study conducted by the CIES Football Observatory in Switzerland presented the most valuable players playing in Brazil in 2024. In the top 10, there are three athletes represented by Roc Nation Sports Brazil. Among these names, Endrick from Palmeiras leads the list, Victor Hugo, a midfielder from Flamengo, ranks sixth, and Murilo, also from Palmeiras, is in tenth place.
“The studies and estimates by CIES are the most respected worldwide because they are the most rigorous and well-founded among those that are released, valuing athletes and their potential transfers. Having athletes listed as valuable reinforces and validates the criteria we adopt to choose our clients and the service we offer to complement their development, even outside of clubs,” says Thiago Freitas.
