MMA Worldwide

Exclusive Interview: Robert Roveta; The man behind the scenes

Posted by Brett Atchley on the 4 August 2009 | No Comments

At the head of Denaro Sports Marketing is Robert Roveta , a graduate from The University of Utah with a B. A. in Communications. Roveta is a native of Salt Lake City, Utah and eventually relocated to Gresham, Ore to produce Randy Couture and Matt Lindland’s Sportfight promotion at the start of the decade. Not being able to renegotiate a new contract suitable for his needs during the negotiation period, Roveta set off to freelance in production and photography within the fight capital of the world, Las Vegas, Nevada.

Once there, Chris Leban suggested Roveta should test the waters of MMA Management. Being a bit reserved to the idea at first, he soon discovered that there was truly a market and need for that type of liaison in the a sport growing faster than any human or technological entity.

 

Roveta is committed to the personal aid and promotion of Mixed Martial Arts (MMA) as a sport and its athletes. He recognized early that there is a need to advance the marketing, branding, and endorsement of MMA athletes, and has been working towards that goal ever since. From this belief, he has acquired a cliental roster of who’s-who in the MMA industry.

 

Now that Roveta stakes claim to a prosperous list of fighters, he has become very cautious and calculated with his choice of words, often staying in the grey area of conversations. By doing so, he remains neutral on a variety of subjects, including topics that ask him to take a side that might not be beneficial to himself or his athletes in the eyes of the “Big Kahuna”. Roveta is a rarity in today’s shark pool of agents/ fighter management. He also has an impeccable reputation for being respectful and at times reserved from the spotlight while fostering strong relationships in the industry with integrity.

 

 

 What’s goin’ on in Sin City Robert?

 

I’m very busy bro’, you know its something all the time. I’m either on the phone, texting, fielding phone calls or on the computer and that’s just the “in between’s.”

 

Uhhh, the “in betweens?”

 

Yeah! In-between the meetings with my clients, sponsors with my clients, promoters with my clients, and the travel with my clients. The times “in between” the nuts and bolts of what I do for my client base. It’s crazy Brett and I love it. A man is fortunate that he does what he loves to do, because he never works a day in his life.

 

Let’s travel back in time a bit, why did you leave Sportfight Promotions?

 

I came on by signing a two-year contract with them, having the idea that I would aid them in taking their productions to some sort of mainstream level. It just didn’t work that way. The opportunities then weren’t available as they are now, in terms of getting a local event on some manner of a televised platform. It’s relatively simple now. 

 

I stayed on an extra year without a contract; things just weren’t going where I wanted them to in what I saw for myself, so I just decided to leave. I wasn’t a big fan of Portland, I saw myself in L.A. or Las Vegas. I came here and worked in some freelance stuff, getting by and trying to find my place.

 

I maintained friendships with many of the guys at Team Quest, I was talking with Chris Leben one day and he came up with the suggestion that I should be his manager. There it was, pretty much as simple as that. The rest is my proverbial history.

 

You took on Chris Leben and Ed Herman as well as a few others at that time and started soliciting sponsors and fight contracts?

 

Yes, that’s what my plan was at its inception. I had to figure out or formulate a business model that would best lend itself to building these athlete’s up while using there abilities, personalities and names to generate a funnel of income for them. It was still pretty fresh in the industry as far as agents taking on an active role in negotiating for the guys. On some levels it was not received with the open arms.

 

I knew the key was in the relationships with everybody and having the demeanor, objectivity, and patience to try to provide a viable service to all of them.

 

What is your position on the current sponsorship policies put in place by the UFC?

 

I’m not a big proponent of it but we’re making the needed adjustments to make it work for us. They’re the ones with the gold, they make the rules.

 

Sounds like a juggling act to me.

 

It can be if you let it get that way. Honesty is key and not promising more than you know you can deliver. If I go in there promising my guys the world, then they have that expectation put in place. It makes it hard on everyone when that expectation is not met. I’ve seen and heard it before, and that is usually a large part of why a client will change agents. It comes down to the belief that I have in relationships being the critical piece of the puzzle. Everyone wants something different in how they need to go about getting the gold at the end of the rainbow. I understand that, many don’t or take the time to.

 

 

You don’t seem to have a need to be as visible as some of the more vocal agents.

 

Is that an observation or a question?

 

I’m asking?

 

I do pretty well for my clients and don’t have a need to let everyone know who I am. Action is what shows. Look, do you know who Brad Pitt or Tom Cruise’s agent is? You probably don’t. I’m just making an educated guess in relationship to the masses. I’m not the one that spends the time in the gym with them, coaching, sparring, or conditioning. Those are the people that need to be in their corner. That’s their job and I’m pretty secure with that. I facilitated the opportunity, the sponsorship, at times the press appearances and publicity. My job is to build them completely as a marketable entity and personality. Some agents have a very different style. I’m there for the client 100%, I build a personal relationship with them in that I can walk with them through this process. It’s easier for some than others to navigate their way through the journey. I like to think I can provide a sincere resource of support for them in almost any capacity whether it is personal or on a business level.

 

Chris Leben comes to mind as far as a guy who benefited from that support.

 

Yes, Chris is passionate about life and has had some challenges to overcome in life. I’m not going into it, but the placement of the right people in his life is the reason that he is the person and athlete that he is today. He was allowed to mature without judgment being placed on him by the people that genuinely care about him. He is centered and focused. He can moderate the areas in his life through his ability to cope. He didn’t really have that in his life until he went to Team Quest. He’s opening a gym in Hawaii and is on the right track as far as goals and success.

 

Do you train in any of the disciplines of MMA?

 

No, I tried it, it’s not my thing. I hold the guys in the utmost regard and respect entirely with what they do. They have these god-given abilities that they are able to utilize; they’re warriors in the truest sense of the term. Me? I work out traditionally with weights, cardio ect.

 

Are you married? Have a significant other or anything?

 

Nope, I’m married to my business. I don’t have time for anyone in that capacity. I just play the field. I live in Vegas baby. I’m enjoying my success and the rewards of the work I put into my business. I’m just too busy right now for anything else. I’ve got Chris Leben and Gabriel Gonzaga in UFC 102 and 5 athletes in the upcoming UFC Fight Night. I’m always looking ahead, trying to stay 3 or 4 steps ahead of what is current.

 

Anything else you would like to add?

No, I have to get to an 11:30 meeting. Are we done, you get what you want?

 

Yes, I think so.

 

All right then, thanks for talking to me Brett and if you need anything else let me know. Take care!