Roc Nation, Frederico Pena and Michael Yormark behind Endrick’s next chapter
Before the “here we go” for Lyon from Fabrizio Romano, there was already a very deliberate plan behind Endrick’s career. The Brazilian forward is represented by Roc Nation Sports Brazil – the agency created when Brazilian firm TFM (Talents For The Future) was brought under the Roc Nation umbrella, with long-time Brazilian agent Frederico “Fred” Pena as CEO.
Roc Nation itself is the global entertainment and sports company founded by Shawn “Jay-Z” Carter, with Michael Yormark serving as a senior executive and president of Roc Nation Sports International, overseeing the group’s worldwide athlete business and expansion.
So when reports emerged that Endrick will join Olympique Lyon on loan from Real Madrid with no buy option and with Real covering around 50% of his salary, returning to Madrid in June, this was not just a random move – it is the latest step in a carefully managed project designed by Roc Nation, Pena and Yormark in partnership with Real’s hierarchy.
Why a Lyon loan – and why now?
A stacked Real Madrid attack and limited minutes
On paper, Endrick’s first season in Spain was always going to be complicated. He arrived extremely young from Palmeiras into a Real Madrid squad already featuring Vinícius Júnior (also represented by Roc Nation), Rodrygo, Jude Bellingham and Kylian Mbappé, plus emerging talents like Arda Güler.
Despite flashes of quality, Endrick has struggled to secure consistent minutes in La Liga, with Madrid’s attacking hierarchy well established and Xabi Alonso under constant pressure to win now. Reports in Spain noted that he went through stretches without a single league minute, even in games where rotation might have been expected.
That lack of rhythm matters. For a 19-year-old leaving his home continent, adapting to a new language, culture and tactical environment, sporadic cameos are very different from playing every week. From Real Madrid’s point of view, the risk was simple – if he stays on the fringes too long, his development could stall.
Why Lyon is the chosen platform
A loan to Olympique Lyonnais ticks several boxes: Top-five league, but lower pressure than Madrid – Lyon offers high-level competition in Ligue 1 and European football ambitions, but without the same daily spotlight as the Bernabéu.
Lyon’s project is built around developing and showcasing young talent. Endrick is expected to be a key attacking piece rather than the fifth or sixth option.
Also, financially sensible structure – Real reportedly keeps full ownership, there is no buy option, and the clubs will split his salary (around 50% each). For Madrid, it is a development loan, not an exit.
In other words, this is a deliberate reset: meaningful minutes in a big league, in a team where he can play through mistakes, while Madrid protects both the asset and the long-term plan.
Why it hasn’t fully worked (yet) at Real Madrid
Saying “it didn’t work at Real Madrid” is a bit simplistic – it is more accurate to say it hasn’t fully clicked yet. Several factors are at play:
1. Age, timing and adaptation
Endrick arrived in Europe still a teenager, coming off Brazilian football where he was the focal point at Palmeiras.
Real’s internal plan was always to integrate him gradually, but the combination of limited minutes and huge expectations produced a strange dynamic – every appearance was treated like a verdict on his entire future rather than another step in his adaptation.
2. Brutal competition in his positions
Endrick’s favourite zones – that left-half space cutting inside or playing as a mobile nine – are basically where Vinícius, Mbappé and Rodrygo live. Bellingham also occupies central attacking lanes, and Madrid have invested massively in those players.
He did show glimpses of why Madrid bet on him – sharp movements, ability to finish with either foot, and fearless pressing – but not often enough or consistently enough to dislodge established stars.
3. The weight of the hype
Being labelled “the next Ronaldo” or “the next Vinícius” before playing a La Liga minute is a poisoned chalice. Every game was scrutinised through the lens of his transfer fee and viral clips from Brazil.
When the spectacular moments did not arrive instantly, the narrative quickly shifted from “future superstar” to “is he really that good?” – even though, development-wise, he’s still at an age where most forwards are just breaking into their domestic league.
In that context, a move away – even temporarily – is not an admission of failure, but a way to remove some of that noise and let him breathe.
Roc Nation’s strategy: protecting the upside
For Frederico Pena and Michael Yormark, this Lyon loan is exactly the type of career-management decision Roc Nation has been building its football division around - protect the player’s long-term trajectory, not just the badge on his chest this season.
Roc Nation Sports, with Pena in São Paulo and Yormark leading the international arm from Europe and the US, has already shown with other clients that they prefer structured, multi-step pathways to stardom over short-term hype. Endrick to Lyon fits that pattern.
You can read more about Roc Nation's strategy and how Michael Yormark is rewriting football agency playbok: https://www.footballagencies.com/news/how-roc-nations-michael-yormark-is-rewriting-football-agency-playbooks/
