Founded in Amsterdam in 2000, Sports Entertainment Group (SEG) supports more than 800 talents across more than 40 countries. A portrait of an agency that has redefined the standards of football representation in Europe — and what its model reveals about the new requirements imposed by FIFA regulations.
Last updated: 03/07/2026
Founded in Amsterdam in 2000 by two childhood friends, Sports Entertainment Group (SEG) has established itself over the course of roughly two decades as one of the most influential football player representation agencies in Europe.
With more than 800 talents represented, 180 agents operating across more than 40 countries, and 2,500 deals concluded since its inception, SEG embodies a comprehensive approach to player representation that extends well beyond mere transfer negotiation.
Sports Entertainment Group was founded in 2000 by Kees Vos and Alex Kroes, two childhood friends united by a shared passion for sport and entrepreneurship.
Their starting point was the conviction that it was possible to build an agency grounded in transparency and integrity — qualities that were in short supply in the industry at the time.
Kees Vos is the central figure at SEG from its earliest days. He embodies the agency's founding vision, and his public advocacy for a more regulated and ethical sports agent profession has contributed significantly to SEG's standing within European football.
Alex Kroes, the second co-founder of Sports Entertainment Group, has since left the organisation to join Ajax Amsterdam as Chief Executive Officer. His appointment underscores SEG's capacity to produce internationally recognised executives.
Since 2000, SEG has undergone 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 placed his network at the service 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 football is the depth of support offered to each talent. SEG structures a comprehensive follow-up programme covering every stage of a player's career.
Services provided for each talent include:
Unlike agencies structured around one or two central personalities, SEG is built on a network of more than 180 agents operating across more than 40 countries. This model ensures a strong local presence, combined with centralised expertise from the Amsterdam headquarters on all legal, financial, and marketing matters.
Since 2000, Sports Entertainment Group has guided generations of footballers towards the biggest clubs in Europe. Its current portfolio combines iconic figures from Dutch football with a new generation of international talents.
Having joined the Manchester City F.C. academy at the age of eight, Nico O'Reilly made his first-team debut in August 2024. A versatile player capable of operating as a left back or central midfielder, he quickly established himself in Pep Guardiola's rotation. On 22 March 2026, he scored a brace in the Carabao Cup final against Arsenal F.C. (2–0), securing the title for the Citizens.
Having come through the PSV Eindhoven academy, Cody Gakpo joined Liverpool F.C. in January 2023 for a fee estimated at approximately €42 million, following a standout 2022 FIFA World Cup campaign with the Netherlands. He established himself as a regular starter at Anfield under Arne Slot; however, since the announcement of changes to the club's coaching staff, transfer rumours surrounding the Dutch forward have begun to circulate.
We are incredibly proud that Rasmus has chosen SEG. He is an extraordinarily talented, grounded, and intelligent young man.
Having featured for FC Copenhagen, Sturm Graz, and Atalanta, Rasmus Højlund joined Manchester United in the summer of 2023 for approximately €80 million, shortly after joining SEG. After two seasons at Old Trafford, he was loaned to Napoli in 2025, before his permanent transfer was officially confirmed in July 2026 for a fee of approximately €44 million.
Son of former Dutch international Danny Blind, Daley Blind is one of the defining figures of Dutch football in recent years. With more than 100 caps for the Oranje and a career spent at the highest level of European football — spanning Ajax Amsterdam, Manchester United, and FC Bayern München — he has been playing for Girona FC since the summer of 2023.
His trajectory is a testament to the experienced-player profile that the agency supports through to the very end of their top-level career.
In 2025, SEG formalised its integration with FLOWSPORTS, the largest Dutch management agency in women's football. This partnership reflects SEG's ambition to position itself as a key player in a rapidly growing market. Shanice van de Sanden, a PSV Eindhoven player, is among the notable female profiles managed under this new structure.
SEG also represents coaches at the very 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 prominent coaches represented by SEG.
This coaching dimension reinforces the agency's status as a preferred interlocutor for clubs in dual-sided negotiations involving both player transfers and managerial appointments.
The introduction of the FFAR (FIFA Football Agent Regulations) in 2023 reshaped the legal framework within which representation agencies such as SEG operate. Several provisions of this regulation have a direct bearing on their activities.
The main FFAR requirements for agencies:
The Sports Entertainment Group model features several characteristics that anticipate or directly respond to the requirements of modern FIFA regulation.
Sports Entertainment Group (SEG) has built an agency model that transcends the traditional conventions of football representation.
SEG was founded on principles of transparency and integrity from as early as the 2000s. The player agency subsequently expanded into more than 40 countries, establishing five offices. It has developed across multiple markets, including cycling, esports, artists management, and women's football.
Throughout its growth, SEG has remained true to an approach built on proximity and individualised support for each talent.
The rise of the FFAR since 2023 places agencies such as SEG at the heart of an increasingly professionalised industry. For aspiring FIFA agents, an understanding of these reference structures offers valuable insight into how they are organised and how to navigate the regulatory framework that now governs the profession.
