Founded in 2000 in Amsterdam, Sports Entertainment Group (SEG) represents more than 800 talents across more than 40 countries. A portrait of an agency that has redefined the standards of soccer player representation in Europe — and what its model reveals about the new requirements imposed by FIFA regulations.
Last updated: 07/03/2026
Founded in 2000 in Amsterdam by two childhood friends, Sports Entertainment Group (SEG) has established itself over roughly two decades as one of the most influential soccer player representation agencies in Europe.
With more than 800 talents represented, 180 agents operating across more than 40 countries, and 2,500 deals completed since its founding, SEG is built around a comprehensive approach to player representation — one that extends well beyond simple transfer negotiations.
Sports Entertainment Group was founded in 2000 by Kees Vos and Alex Kroes, two childhood friends who shared a passion for sport and entrepreneurship.
Their starting point was the conviction that it was possible to build an agency grounded in transparency and integrity — in an industry that sorely lacked both at the time.
Kees Vos is the central figure of SEG since its earliest days. He embodies the agency's founding vision, particularly through his public advocacy for a more regulated and more ethical sports agent profession — a stance that has contributed significantly to the agency's standing within European soccer.
Alex Kroes, the second co-founder of Sports Entertainment Group, has since left the organization to become CEO of Ajax Amsterdam. That move underscores SEG's ability to develop leaders who earn international recognition.
Since 2000, SEG has experienced continuous expansion:
Today, SEG operates five offices across Europe: Amsterdam (headquarters), Barcelona, London, Milan, and Girona.
In December 2021, Pere Guardiola joined Sports Entertainment Group as a shareholder and strategic partner.
A well-established Spanish agent and founder of Media Base Sports — which he sold that same year — he transferred his entire client portfolio to SEG and put his network to work in support of the agency's development, particularly in the United Kingdom, Spain, Portugal, and South America.
What sets Sports Entertainment Group apart from many representation agencies in soccer is the depth of support provided to each talent. SEG structures comprehensive, career-long guidance for every player they represent.
Services provided for each talent include:
Unlike agencies built around one or two central figures, SEG relies on a network of more than 180 agents operating across more than 40 countries. This model ensures strong local presence, combined with centralized expertise from the Amsterdam headquarters on all legal, financial, and marketing matters.
Since 2000, Sports Entertainment Group has guided generations of soccer players to the biggest clubs in Europe. Its current portfolio combines longstanding figures of Dutch soccer with a new generation of international talent.
Having trained in the Manchester City F.C. academy since the age of 8, Nico O'Reilly made his first-team debut in August 2024. A versatile player — capable of playing left back or central midfield — he quickly established himself in Pep Guardiola's rotation. On March 22, 2026, he scored a brace in the Carabao Cup Final against Arsenal F.C. (2–0), securing the trophy for the Citizens.
Having come through the PSV Eindhoven academy, Cody Gakpo joined Liverpool F.C. in January 2023 for an estimated fee of approximately €42 million (approximately $46 million), following a standout 2022 World Cup with the Netherlands. He has established himself as a regular starter at Anfield under Arne Slot, though since the announcement of changes to the club's coaching staff, rumors surrounding a potential move for the Dutch forward have begun to circulate.
We are extremely proud that Rasmus chose SEG. He is an incredibly talented, grounded, and intelligent young man.
Having come through FC Copenhagen, Sturm Graz, and Atalanta, Rasmus Højlund joined Manchester United in the summer of 2023 for approximately €80 million (approximately $88 million), shortly after joining SEG. After two seasons at Old Trafford, he was loaned to Napoli in 2025 before his permanent move was confirmed in July 2026 for a fee of approximately €44 million (approximately $48 million).
Son of former Dutch international Danny Blind, Daley Blind has been one of the defining figures of Dutch soccer in recent years. With more than 100 caps for the Oranje and a career at the highest level of European soccer — spanning Ajax Amsterdam, Manchester United, and Bayern Munich — he has been playing for Girona F.C. since the summer of 2023.
His career path is a compelling example of the experienced player profile that the agency supports through to the final stages of a top-level career.
In 2025, SEG officially completed its integration with FLOWSPORTS, the largest Dutch management agency in women's soccer. This partnership reflects SEG's ambition to position itself as a key player in a rapidly growing segment of the industry. Shanice van de Sanden, a PSV Eindhoven player, is among the female players managed within this new structure.
SEG also represents coaches at the highest level — a positioning that sets it apart from many European agencies. Erik ten Hag, Pep Guardiola, and Robin van Persie are among the most high-profile coaches represented by SEG.
This coaching dimension strengthens the agency's position as a preferred partner for clubs in two-sided negotiations — covering both player moves and coaching staff recruitment.
The entry into force of the FFAR (FIFA Football Agent Regulations) in 2023 has reshaped the legal framework within which representation agencies like SEG operate. Several provisions of this regulation directly affect their day-to-day business.
The main FFAR requirements for agencies:
The Sports Entertainment Group model features several characteristics that either anticipate or directly respond to the demands of modern FIFA regulation.
Sports Entertainment Group (SEG) has built an agency model that goes beyond the traditional codes of player representation in soccer.
SEG was founded on principles of transparency and integrity that it has upheld since the early 2000s. The player agency has since expanded to more than 40 countries, with five offices across Europe. It has grown across multiple markets, including cycling, esports, entertainment, and women's soccer.
Throughout that growth, SEG has remained committed to a model built on proximity and individualized support for each talent it represents.
The rise of the FFAR since 2023 places agencies like SEG at the center of an industry undergoing full-scale professionalization. For aspiring FIFA agents, understanding these benchmark organizations provides critical insight into how they operate — and into the rules that now govern the entire industry.
