FLOWSPORTS

What FLOWSPORTS does

FLOWSPORTS (legal entity SEG FLOWSPORTS B.V.) is a Netherlands-based sports agency founded in 2012 by Leoni Blokhuis that specializes exclusively in the representation of professional women's football players and coaches. Operating from its Oldenzaal headquarters and an Amsterdam-Duivendrecht office, the firm employs approximately 9 team members — including FIFA licensed agents, a brand & activation specialist, a content creator, and country-specific football consultants for Spain and England. Its client roster of more than 40 athletes and coaches includes internationally prominent figures such as Vivianne Miedema, Shanice van de Sanden, Daphne van Domselaar, Jill Roord, and Fenna Kalma, alongside senior coaches such as Netherlands Head Coach Arjan Veurink and VfL Wolfsburg's Tommy Stroot.

The agency delivers services through direct, relationship-based engagement rather than through any software product or proprietary technology platform. Core service lines encompass career planning, contract negotiations, transfer facilitation, personal branding, and curation of commercial sponsorship deals (including partnerships with Nike, adidas, Visa, Patta, Johan Cruyff Foundation, and others). Revenue is generated on a transaction-fee commission basis tied to player transfers, contract negotiations, and sponsorship arrangements, with pricing negotiated individually and not publicly disclosed.

In December 2025, FLOWSPORTS completed integration into SEG International, continuing as SEG FLOWSPORTS. The firm was recognized as the inaugural winner of the Football Business of the Year Award at the 2023 Women's Football Awards and is widely regarded as a leading global agency in the women's football representation vertical, with placement activity spanning the Netherlands, England, Spain, Germany, and the United States.

Name

FLOWSPORTS

Legal name

SEG FLOWSPORTS B.V.

Website

https://flowsports.agency

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

FLOWSPORTS is a Netherlands-based sports agency founded in 2012 that exclusively represents professional women's football players and coaches, delivering career planning, contract negotiation, and commercial partnership services. Now operating as SEG FLOWSPORTS following 2025 integration into SEG International.

Ownership category

akta.pro rank

Headquarters

HQ city

Oldenzaal

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel

Revenue model

1. Player Representation and Talent Management: The agency generates revenue by representing professional women's football players and coaches, handling career management, contract negotiations, and commercial partnerships. Revenue is likely derived from commissions on player transfers, contract negotiations, and sponsorship deals secured for athletes.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

FLOWSPORTS is a sports agency that specializes exclusively in women's football, providing talent management services to professional female football players and coaches. Its core offerings include career planning, contract negotiations, and personal branding, delivered through dedicated FIFA-licensed agents. The firm operates as a boutique, relationship-driven representative for female football talent.

Product overview

FLOWSPORTS is a global sports agency specializing exclusively in women's football. The company offers a unified suite of services for professional athletes and coaches, including personal mentorship, career planning, contract negotiation, and personal branding/commercial partnership facilitation. The agency does not offer distinct software products but rather service offerings delivered through a team of FIFA-licensed agents and football consultants. The core service model centers on long-term career guidance for players and coaches, helping clients navigate transfers, contract renewals, sponsorship deals, and media opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Player Representation

Named customers10 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor, core and flagship.

• PattaminorGTM or Marketing Partner · 4 June 2026Lina Touzani partnership with Nike and Patta for Favela Street collaboration.
• NikecoreGTM or Marketing Partner · 13 January 2026Multiple athlete partnerships with Nike including Lina Touzani, Rosalie Renfurm, Caitlin Dijkstra, Veerle Buurman, Rose Ivens, and others as Nike athletes.
• adidascoreGTM or Marketing Partner · 23 December 2025Multiple athlete partnerships including Aniek Janssen, Nina Nijstad, Zoë Zuidberg, Vivianne Miedema, and Isabelle Hoekstra with adidas contracts.
• Zilveren KruisminorGTM or Marketing Partner · 19 February 2025Jill Roord partnership with Zilveren Kruis for 'The Invisible Injury' campaign.
• Johan Cruyff FoundationminorGTM or Marketing Partner · 29 October 2024Veerle Buurman partnership with Johan Cruyff Foundation for Cruyff Court campaign.
• Urban ArrowminorGTM or Marketing Partner · 17 June 2024Shanice van de Sanden partnership with Urban Arrow.
• Audique Inears / Ultimate Ears ProminorGTM or Marketing Partner · 28 January 2024Danique Kerkdijk partnership with Audique Inears and Ultimate Ears Pro.
• First Energy GumminorGTM or Marketing Partner · 9 January 2024Partnership with Ashleigh Weerden as First Energy Gum ambassador.
• VisacoreGTM or Marketing Partner · 14 June 2023Daphne van Domselaar served as Visa Ambassador; Visa partnership with Team The Netherlands.
• SEGflagshipStrategic or Co-development Partner · 1 January 2022Strategic partnership established in 2022, with FLOWSPORTS officially becoming part of the SEG family in December 2025, continuing as SEG FLOWSPORTS. SEG is an international sports company.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Gestifute: Portuguese football agency founded by Jorge Mendes, representing top European players and managers. Direct comparable in commission-based football transfer and contract negotiation services, with deep club networks across Europe.
• Relativity Sports: Football-focused player representation agency that became part of the Endeavor network. Comparable to FLOWSPORTS in football player representation focus and commission-based model, representing top male and female players globally.
• Unique Sports Management: Football player representation agency providing career management, transfers, and contract services. Comparable business model to FLOWSPORTS as a football-focused talent agency with international club and brand networks.
• SEG (Sports Entertainment Group): International sports company that entered a strategic partnership with FLOWSPORTS in 2022 and fully integrated it in December 2025 as SEG FLOWSPORTS. Comparative because of overlapping player representation services and shared client ecosystem, even as SEG is now the parent.
• Stellar Group: UK-based football player representation agency representing top male and female players across Europe. Comparable to FLOWSPORTS as a focused football-focused talent agency with FIFA-licensed agents and strong international club network.
• ROOF Football Agency: Football player representation agency with international reach, focusing on transfers and contract negotiations. Direct comparable in business model (commission-based player representation) and customer base (professional football players across Europe).

Broad incumbents

• Octagon: Global sports marketing agency and player representation firm operating across athletes, brands, and events. Overlaps with FLOWSPORTS in athlete representation and sponsorship brokering, with broader sport coverage and corporate scale.
• Wasserman: Global sports marketing and talent representation agency operating across multiple sports and geographies. Broader incumbent providing overlapping player representation services as it expands into women's football, with vastly larger scale and brand relationships.
• Creative Artists Agency (CAA): Global talent and sports agency representing athletes, entertainers, and brands. CAA's sports division handles player representation across major sports, including growing women's football signings, making it a broad incumbent competitor as the women's market matures.
• Endeavor: Global sports and entertainment company (parent of WME, IMG, UFC) with a sizable sports representation business. Represents athletes across major sports and is increasingly active in women's football as a broad incumbent with unmatched commercial reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/flowsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 FLOWSPORTS