Frederico Pena
Brazil Power Broker
Brazil €600mm+
Key Facts
Nationality/residence: Brazilian – São Paulo, Brazil (Roc Nation Sports Brazil)
Also known as: Fred Pena
Date of birth: Not publicly listed
FIFA Agent Licence: YES
Other registrations: Not publicly listed
Primary agency / company: Roc Nation Sports International (Roc Nation Sports Brazil – formerly TFM Agency)
Job Title: Football Intermediary / Player Agent
Client capacity: Players / Total market value: 138 / €633.45m
Languages: Portuguese, English (public interviews + international work; full list not published)
Base Locations: São Paulo, Brazil (Brazil office lead; Brazil operations)
Specialisms: Brazilian elite & top prospects; career strategy + brand/commercial build-out; Europe pathway (LaLiga, PL, Serie A)
Email: brazil@rocnation.com
Phone / WhatsApp: +55 (11) 2308-6085
Website / Socials:
LinkedIn: https://www.linkedin.com/in/frederico-pena-5b124b/
Instagram: https://www.instagram.com/fredericopena/
Facebook: https://www.facebook.com/penafrederico/
About Frederico Pena
Frederico “Fred” Pena is the executive who built and later transitioned São Paulo-based TFM into the Brazilian arm of Roc Nation Sports, becoming the face of the group’s expansion into Brazil and a key operator behind its football push.
He has described himself as working in the football representation space for 20+ years, with a career shaped by international dealmaking and a strong focus on long-horizon career construction rather than one-off transfers.
A recurring theme in his interviews is that modern representation goes beyond transfers, leaning into athlete development, image, commercial strategy and post-career planning, which aligns closely with Roc Nation’s sports-and-entertainment DNA.
In mid-2023, Roc Nation Sports International announced its Brazil expansion via the acquisition/partnership with TFM Agency, installing Pena as the leader of the Brazilian venture.
Media coverage around the move emphasized that the Brazil operation would bring a full service approach and scale the company’s football footprint in one of the world’s deepest talent markets.
Pena’s public profile rose further as Roc Nation Sports Brazil became linked with some of the biggest names in the game, including Vinicius Junior, Gabriel Martinelli, Lucas Paquetá and Endrick.
On the business side, he has spoken about building platforms that turn athletes into cultural figures and connecting brands to players through a marketing structure that blends sport and entertainment.
His background also includes international football business exposure described in long-form audio, including work connected to the historic Brazilian sports marketing ecosystem (Traffic) and cross-border rights/deal dynamics.
Under Roc Nation’s umbrella, Pena has continued positioning the Brazil office as both a talent pipeline and a global commercial engine, leveraging Roc Nation’s entertainment relationships alongside traditional football networks.
Highlights
Built-and-sold platform story (TFM → Roc Nation Sports Brazil)
Career-first negotiations with an emphasis on long-term control and planning, not just the next move
Elite Brazil pipeline plus European super-club outcomes (Real Madrid, Arsenal and more)
Sport + entertainment commercial layering (brands, media, storytelling)
Operates within a multi-agent support structure (scouts, attorneys, player services)
Career Snapshot
Origin story: Football agent/operator for 20+ years; international football business background (incl. Traffic era) before scaling TFM and transitioning into Roc Nation Sports Brazil leadership
Milestones:
2023 – Roc Nation Sports International expands to Brazil and appoints Pena to lead the new Brazil venture
2023 – Roc Nation announces Lucas Paquetá as the first signing from the newly formed Brazil office led by Pena
2022 → 2024 – Endrick’s Real Madrid move: agreement announced (2022) and contract signing/presentation (2024)
Network strengths:
Brazil talent identification + development with a strong São Paulo operating base
Top-5 league access through current client footprint across LaLiga, Premier League, Serie A and Ligue 1
Support Team / Partners
Lucas Mineiro – Partner (Roc Nation Sports Brazil / agency partner group)
Renato Martinez – Partner; agency-side dealmaking and club relations
Marcos Casseb – Partner / VP-level leadership in the Brazil office buildout
Octavio Rigoni – Partner / VP-level leadership in Brazil
Thiago Freitas – COO (Brazil operations)
Gabriel Lima & Ricardo Dias – Leaders tied to the Brazil marketing/communications structure presented publicly in 2024
Client Roster
Top players and talents (current)
Vinicius Junior (Real Madrid) – Left Winger – Brazil/Spain – 12/07/2000
Endrick (Real Madrid) – Centre-Forward – Brazil – 21/07/2006
Gabriel Martinelli (Arsenal) – Left Winger – Brazil/Italy – 18/06/2001
Lucas Paquetá (West Ham United) – Attacking Midfield – Brazil – 27/08/1997
Federico Dimarco (Inter) – Left-Back – Italy – 10/11/1997
Malick Fofana (Olympique Lyon) – Left Winger – Belgium/Guinea – 31/03/2005
Chris Richards (Crystal Palace) – Centre-Back – United States – 28/03/2000
Douglas Santos (Zenit) – Left-Back – Brazil – 22/03/1994
Coaches/Staff represented (if any)
No publicly confirmed coaching/staff clients found in accessible sources.
Notable former clients
A reliable public “former clients” list for Pena specifically (pre-Roc Nation / TFM-era exits) was not found in accessible sources.
Notable Deals Led by Frederico Pena
2023 – TFM Agency → integrated into Roc Nation Sports Brazil as part of Roc Nation’s Brazil expansion; Pena appointed to lead the venture
2023 – Lucas Paquetá: joined Roc Nation Sports (Brazil office’s first announced signing)
2022 (agreement) – Endrick: Palmeiras → Real Madrid, transfer agreement announced (player to join in July 2024)
2024 (contract signing) – Endrick: signs six-year Real Madrid contract (formal presentation)
2023 – Vinicius Junior: Real Madrid contract extension
2023 – Federico Dimarco: Inter contract extension
Track Record (last 3 seasons)
Total transfers completed: Not publicly aggregated in accessible sources for Pena personally
Deals ≥ €10m: Multiple elite-client moves/valuations; Endrick’s move publicly reported in the €35m + add-ons structure by major outlets
Clients in top-5 leagues: Yes (examples include Real Madrid, Arsenal, Inter, West Ham, Lyon, Crystal Palace)
National team clients: Yes (multiple current internationals listed on player profiles)
Renewal/extension deals: Yes
Aggregate client market value: €600mm+ across 130+ players
Compliance & Accreditation
Status: Brazil operation publicly framed as Roc Nation Sports International’s Brazil venture led by Pena
Testimonials
“Our main concern is the formation of the athlete as a whole.” – Frederico Pena
“The work of an agent changed and goes beyond transfers.” – Frederico Pena
“When he started Roc Nation… it was a company from an artist to other artists.” – Frederico Pena
“We will effectively combine the sport and entertainment industries.” – Frederico Pena
Press, Awards & Recognition
Roc Nation Sports International: official announcement of Brazil expansion and Pena’s leadership role
Boardroom: coverage of TFM acquisition and Brazil office leadership team (incl. Pena and partners)
Exame: feature interview framing Pena as CEO of Roc Nation Sports Brazil and detailing the 20+ year career lens
CNN Brasil (Esportes S/A): interview explaining Roc Nation’s sports strategy and Brazil roster scale
Máquina do Esporte: report on Roc Nation Sports Brazil’s marketing/communications division and sport–entertainment positioning
