SEG

What SEG does

SEG (Sports Entertainment Group International B.V.) is a privately held Dutch talent management agency headquartered in Amsterdam, founded in 2000 by Kees Vos and Alex Kroes. The company provides 360-degree representation for over 1,000 professional athletes, esports players, and music artists through five operating divisions: Football (800+ talents), Cycling (Europe's largest cycling agency, established 2007), Gaming/Esports (Prodigy SEG, 200+ gamers), Artists (dance/pop/hiphop), and Performance (Performance Lab and CyclingLab, launched 2024). SEG employs 180+ dedicated agents across 40 countries who deliver local support coordinated with centralized legal, financial, marketing, and brand partnership functions at its Amsterdam HQ.

The firm's business model is built on three commission-driven revenue streams: transfer and contract mediation between talents and clubs/teams, ongoing talent management services (legal, asset management, branding, performance), and brand partnership facilitation connecting 600+ talents with global commercial brands including Porsche, Nike, Adidas, Mastercard, Sony, and Red Bull. The agency has completed over 2,500 deals since 2000 and represents elite figures such as Pep Guardiola, Cody Gakpo, Erik ten Hag, Robin van Persie, ZywOo, and Pauline Ferrand-Prévot.

SEG has pursued an active inorganic growth strategy, completing the full FLOWSPORTS merger in December 2025, the SeiSei acquisition in January 2026, and the Prodigy Agency merger in January 2026. The company expanded geographically into Saudi Arabia in 2025 and joined the Esports Integrity Commission's Certified Talent Agents Program as a foundation member. Operations are supported by offices in Amsterdam, Barcelona, London, Milan, and Girona, with additional in-house programs including SEG Academy (agent/staff education, 2019) and SEG Racing Academy (cycling talent development, 2015-2021 and relaunched 2025).

Name

SEG

Legal name

Sports Entertainment Group International B.V.

Website

https://seginternational.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

SEG is a privately held Dutch talent management agency managing over 1,000 athletes, esports players, and artists across five divisions (Football, Cycling, Gaming, Artists, Performance) via 180+ agents in 40 countries, earning commissions on transfers, management services, and brand partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Transfer and Contract Mediation: SEG earns commissions from facilitating player transfers and contract negotiations between talents and clubs. The agency mediates for clubs in transfer negotiations and finds optimal matches for players.
2. Talent Management Services: Long-term management of professional athletes and artists providing 360-degree support including career development, legal matters, asset management, personal branding, physical and mental support, and day-to-day needs.
3. Brand Partnerships and Endorsements: SEG facilitates commercial partnerships between talents and brands, earning fees from brand campaigns, individual endorsements, and owned campaigns. SEG represents 600+ talents open to branded partnerships and commercial collaborations.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

SEG is a global talent management agency that represents professional athletes (football, cycling), esports players and content creators, and music artists. It provides 360-degree career management including transfer and contract mediation, legal and financial support, personal branding, performance optimization (via its Performance Lab and CyclingLab), and commercial brand-partnership facilitation through a network of 180+ agents operating from 40 countries.

Product overview

SEG (Sports Entertainment Group) is a leading international talent management agency operating as a multi-division platform with five core divisions: Football (800+ talents), Cycling (Europe's largest cycling agency), Gaming/Esports (Prodigy SEG, world's #1 esports agency with 200+ gamers), Artists (dance/hiphop), and Performance (Performance Lab and CyclingLab). The platform also includes SEG Academy for staff education, SEG Racing Academy for cycling talent development, and SEG FLOWSPORTS for women's football. SEG provides 360° support through 180+ agents in 40 countries, offering career development, legal and financial services, contract mediation, commercial partnerships, and performance optimization services. The company was founded in 2000 and has grown through strategic acquisitions including FLOWSPORTS (2025) and Prodigy Agency (2026).

Differentiator

Problem solved

Functional benefit

Brands

• SEG Football: Football player and club agency representing over 800 football talents
• SEG Cycling
• Prodigy SEG
• SEG Artists
• SEG Performance
• SEG FLOWSPORTS
• SEG Academy
• SEG Racing Academy

Products and services

• SEG Football Football player and club agency representing 800+ football talents, ranging from youth (U17) players to top-tier professionals and head coaches. Provides transfer negotiations, contract mediation, career development, legal support, and commercial partnerships.
• SEG Cycling Europe's largest cycling agency, established in 2007, representing top riders such as Dylan van Baarle, Kaden Groves, Jordi Meeus, and Tobias Foss. Offers UCI licensed agents for managing negotiations, transfers, commercial endorsements, social media management, financial planning, and legal advice.
• Prodigy SEG (Gaming/Esports) World's leading esports and gaming agency representing over 200 gamers and content creators including ZywOo, TenZ, meL, SonicFox, and aspas. Provides career management, performance support, brand building, integrated marketing, and global partnership development for players and creators in games like Counter-Strike 2, Valorant, League of Legends, and Fortnite.
• SEG Artists Talent management agency for artists primarily in dance, pop, and hip-hop scenes. Offers worldwide professional and personal guidance including management, bookings, PR and media consultancy, marketing services, and brand partnerships.
• SEG Performance Lab In-house performance services for SEG talents in football and cycling to achieve peak performance. Offers physical testing, training, coaching, injury prevention, mental health monitoring, in-house physiotherapy, sports science, and data analysis.
• SEG CyclingLab Expert team of movement scientists, physiotherapists, and sports dietitians helping cyclists achieve their goals. Services include bike fitting, aero testing, performance testing, personal coaching, dietary coaching, stress testing, and training guidance.
• SEG Partners (Brand Partnerships) Connects SEG's 600+ talents in football, cycling, esports, and music to commercial brands for impactful campaigns. Facilitates branded partnerships, individual endorsements, and owned campaigns, working with brands, PR agencies and media agencies while protecting interests of both parties.
• SEG FLOWSPORTS Women's football division following the merger with FLOWSPORTS. Represents players and coaches including Vivianne Miedema, Jana Fernández Velasco, Wieke Kaptein and Arjan Veurink; the largest Dutch agency in women's football.
• 360° Support Network Comprehensive support network delivered by 180+ dedicated agents operating from 40 countries. Services include long-term career development, legal matters, asset management, personal branding, physical and mental support, and day-to-day needs management.
• SEG Racing Academy Cycling talent development programme supporting U17 and U19 top talent with training, education off the bike, and SEG scholarships. Partnered with development programmes including Acrog-Tormans, CyclingClassNL, and German Junior Racing; produced 124 victories and helped 36 riders turn professional (2015-2022 cohort).

Quantifiable outcome

• 2,500+ deals successfully negotiated since 2000
• +4 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Prodigy AgencycoreStrategic or Co-development Partner · 12 January 2026Prodigy Agency merged with SEG in January 2026, creating a global powerhouse at the intersection of gaming, sports and entertainment. Prodigy founders Jérôme Coupez and Manon Lagarrigue continue as CEO and COO respectively. Rowan Stroo joined the management team. The merger combined SEG's 25-year heritage with Prodigy's leadership in gaming and creator representation.
• SeiSeicoreStrategic or Co-development Partner · 1 January 2026SEG acquired SeiSei, a creative management agency, effective January 2026. SeiSei founder Karim Erja joined as Partner Creative & Business Strategy, bringing 25 years of experience. The acquisition strengthens SEG's focus on talent development, branding and brand partnerships. SeiSei Football continues operating under its own name while working closely with SEG Football.
• FLOWSPORTScoreStrategic or Co-development Partner · 3 December 2025FLOWSPORTS, the largest Dutch agency in women's football, officially joined SEG in December 2025 after nearly four years of partnership. The agency represents players like Vivianne Miedema, Jana Fernàndez Velasco, Wieke Kaptein and coach Arjan Veurink. FLOWSPORTS continues under the new name SEG FLOWSPORTS, led by founder Leoni Blokhuis. This merger strengthens SEG's position in international women's football.
• CyclingClassNLcoreStrategic or Co-development Partner · 10 November 2025SEG joined CyclingClassNL as a performance partner and sponsor for three years. SEG will open doors of its Amsterdam-based Performance Lab and Cycling Lab to CyclingClassNL athletes, providing endurance testing, aerodynamic assessments, bike fitting and performance support. CyclingClassNL is a joint initiative by KNWU, NOC*NSF and Team Visma | Lease a Bike for elite junior cyclists.
• ESIC (Esports Integrity Commission)coreStrategic or Co-development Partner · 30 October 2025SEG is a foundational member of ESIC's Certified Talent Agents Program, an industry-first initiative establishing benchmarks for professional conduct and ethical representation in esports. SEG and Prodigy Agency accredited 13 agents under the scheme, setting standards for integrity-driven practices across the esports industry.
• OdidominorGTM or Marketing Partner · 23 October 2025SEG facilitated a partnership between speed skater Jutta Leerdam and Dutch telecom brand Odido. Odido, a partner of TeamNL, launched a brand campaign ahead of the 2026 Winter Olympics. SEG managed the negotiations and strategic alignment between Leerdam and Odido.
• SEG Racing Academy PartnersminorStrategic or Co-development PartnerSEG Racing Academy partners with leading development programmes including Acrog-Tormans (Belgium), CyclingClassNL (Netherlands), and German Junior Racing. Supporting partners include TrainingPeaks, Bioracer, Strava, Virtuoos, BrainsFirst, REACT, FOUR, Zippit, and Nduranz.
• Brand Partners (Esports)minorGTM or Marketing PartnerProdigy SEG has secured high-profile esports partnerships with global brands including Porsche, Nike, Adidas, ASUS, Sony, Mastercard, Tencent, NetEase and Red Bull. The agency has also supported game titles including Marvel Rivals, Valorant, Delta Force, FragPunk through large-scale marketing campaigns.

Scale indicators5 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Wasserman: Wasserman is one of the world's largest sports marketing and talent management agencies, representing athletes across football, basketball, action sports, motorsports and esports. Comparable to SEG as a multi-sport global talent representation platform serving athletes, brands and rights holders.
• Excel Sports Management: Excel Sports Management is a US-based sports agency representing athletes, coaches and executives across golf, tennis, baseball, basketball and football. Comparable to SEG as a multi-sport talent representation agency competing for the same blue-chip athlete and coach roster.
• Gestifute: Gestifute is the Portugal-headquartered football super-agency founded by Jorge Mendes, historically representing Cristiano Ronaldo and other elite footballers. Direct football peer to SEG Football, competing for top-tier player transfers and contract negotiations across European leagues.
• ROOF: ROOF is a Dutch-based football talent management agency founded by the Raiola family, representing top European footballers. Closely comparable to SEG Football as a Netherlands-headquartered football agency competing for the same player cohort in the Eredivisie and broader European market.
• Stellar Group: Stellar Group is a UK-based sports management agency representing high-profile football managers, players and executives across Europe. Comparable to SEG Football and to SEG's manager-representation work (Pep Guardiola, Erik ten Hag, Robin van Persie).
• Base Soccer Agency: Base Soccer Agency is a Netherlands- and Belgium-based football agency representing professional players and coaches across top European leagues. Comparable to SEG Football as a Benelux-rooted football agent competing in the same talent pool and club relationships.

Broad incumbents

• Creative Artists Agency (CAA) — CAA Sports: CAA is a global entertainment and sports talent agency with a dedicated CAA Sports division representing athletes, coaches, broadcasters and brands. Compared to SEG, it is a far broader incumbent with much larger scale across Hollywood, music and sports.
• Octagon: Octagon is a global sports marketing agency representing athletes and providing sponsorship, consulting and event management for brands and rights holders. Comparable to SEG as a sports talent and brand-partnership intermediary, though broader in scope and corporate-sponsored.
• United Talent Agency (UTA): UTA is a major global talent and entertainment agency representing artists, athletes, writers and creators with a dedicated UTA Sports division. Comparable to SEG as a multi-vertical talent platform, though with much broader entertainment/Hollywood scale.
• Endeavor (formerly WME): Endeavor is a global entertainment, sports and content company whose WME division represents athletes, artists and creators. Comparable to SEG as a full-stack talent and rights-management platform, though vastly larger and publicly listed with diversified sports properties.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@segstories
• LinkedInlinkedin.com/company/sports-entertainment-group-international
• Xx.com/seg_football
• Facebookfacebook.com/SEGhq

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SEG