SEG Commerce focuses on the creation of branded partnerships, commercial collaborations, and developing owned campaigns with our portfolio of talents involved.

Our goal is to create opportunities for our talents by supporting and guiding them in the commercial field and therefore work closely together with brands, PR-, and media-agencies.

The broad portfolio of SEG is always open for (business) inquiries, extensive relationships, and branded partnerships. We have wide experience in creating, developing, and exploiting partnerships between brands, mediachannels and our talents.

Are you open for a business inquiry with one of our 600+ talents in football, cycling, esports or artists divisions?

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Sports Entertainment Group (SEG) has become a shareholder of FlowSports. The two leading sports management agencies in the Netherlands join forces to take women’s football to the next level. FlowSports is the biggest Dutch player in women’s football, representing some of the world’s best female players. SEG represents hundreds of football players, cyclists, esporters, and artists worldwide. Together with SEG, FlowSports is building on their mutual ambition to bring women's football to an even higher level.

FlowSports has been at the top of international women’s football for almost ten years. In 2013, the agency made the first paid international transfer of a Dutch female football player happen. This was the start of something great and FlowSports has negotiated many deals and transfers for its clients with great success ever since, among which the appointment of the head coach of the Dutch women's national football team. FlowSports represents 40 (inter)national clients, including players such as Vivianne Miedema, who was recently named the best female football player in the world by the BBC, triple Champions League winner Shanice van de Sanden, and Dutch international player Jill Roord, but also trainers such as Mark Parsons and Arjan Veurink.

SEG has an impressive twenty-year track record in guiding and managing sports and entertainment talents towards fulfilling their dreams. With a client roster of more than 600 talents in 30 different countries, SEG is one of the global leaders in sports and entertainment management. No doubt that the partnership with SEG is the perfect fit for FlowSports to build further on ambitions to become the leading agency for female football players in the world. 

The partnership between SEG and FlowSports builds a bridge between the unique expertise both parties have in sports management. The collaboration offers great opportunities to expand their international network and build further on the expertise that they have accumulated over the years. Both SEG and FlowSports will benefit from the partnership and help them in further professionalizing their services and strengthen their role as the key players in the football industry, while both operating under their own brand names. 

Leoni Blokhuis, founder and managing director of FlowSports: “In April, FlowSports will celebrate its 10 year anniversary. The past decade has seen women’s football make huge progress and FlowSports has evolved accordingly, always with the aim to provide high-quality services to our clients. We are an ambitious company, operating in a rapidly evolving sports industry. This new collaboration with SEG is the right step for us to realize our ambitions. We have found each other in our mutual passion for football. With this new partnership with SEG, we bring in more knowledge and expertise to continue to offer our players the best guidance, both nationally and internationally.” 

Rachel Gómez Y Maseland, CEO of SEG: “It has been SEG’s long-cherished wish to broaden our horizon and get involved in international women’s football. FlowSports is a leading agency in this field. We are very much looking forward to working together.”


Spanish football agent Pere Guardiola joins international management agency Sports Entertainment Group (SEG) and becomes shareholder in the company. He brings in his entire client portfolio and a strong international football network. 

Pere Guardiola is a top agent in the football industry. He represents a number of renowned clients, among others his brother Pep Guardiola who is successful as the manager of Manchester City. In the past, Pere distinguished himself with high-profile international deals and transfers for players like Luis Suárez, Andrés Iniesta and Thiago Alcántara. 

With his expertise, clients and network Pere Guardiola is a valuable addition to SEG, which already represents more than 600 clients in 25 countries, making it one of the leading sports management agencies in the world. The new partnership entails among other things that Guardiola’s current clients will be exclusively committed to SEG. Furthermore, SEG expects that Guardiola’s international network will aid in accelerating the agency’s expansion in the UK, Spain, Portugal and South America. SEG has the ambition to become the world’s largest sports and entertainment agency.  

On the deal, SEG’s founder Kees Vos comments: “I am delighted that we can welcome yet another partner to SEG. Pere and our team share the same passion to improve and innovate the sports and entertainment industry. I am looking forward to working together with Pere and our talented agents to help fulfil dreams together.”  

Pere Guardiola: “The Guardiola family has always had a special bond with Dutch football in general and Johan Cruijff  in particular. That’s why the 14th of December for me feels like the perfect day to announce that I am joining SEG. SEG and I share the same passion for sports and entertainment and I am very impressed by what the SEG team has accomplished as a talent management company in recent years. Now that we have combined forces, I am eager to join my new colleagues in bringing the sports and entertainment industry to a higher level.” 


Gómez will be responsible for further professionalisation and growth of Sports Entertainment Group

As of November, Rachel Gómez Y Maseland will take the helm at international management agency Sports Entertainment Group (SEG). In her new role, she will be responsible for all divisions within the company, namely Football, Cycling, Esports and Artists, and will manage all other departments, including The Media Nanny. With her new appointment, Gómez (1973) takes over from founder Kees Vos, who now has the time to focus on his other passion; being a football agent.

Gómez has over twenty years of experience in senior roles at Sanoma Media, Hearst and most recently as Country Manager of AutoScout24, to name a few, and now adds SEG to her impressive resume. With proven proficiencies in transforming businesses, building high-performance organisations and realising successful growth, she brings a unique and diverse expertise to SEG. In her new role, Gómez will focus on developing and executing SEG's corporate strategy, which entails the further professionalisation of the organisational structure and the growth of all divisions.

Kees Vos, founder and former CEO of SEG: “After years at the head of SEG, this is the right moment to hand my responsibilities over to Rachel. In her, we see a natural leader who matches perfectly with what we want to convey as a company. We are confident that under Rachel's leadership, SEG can continue to make great progress and grow to an even higher level. With her appointment, I can passionately focus on entrepreneurship again, which means direct contact with players and clubs, as well as sharing my knowledge and experience with our agents at the SEG Academy.

Rachel Gómez Y Maseland, CEO of SEG: "I am looking forward to working together with the passionate SEG team towards our common goal: guiding our talents in making their dreams come true and bringing about greater transparency within the industry. Whilst working towards our goal, we will continue to focus on further professionalising the company, to increase the positive impact we’ve been making on the international sports and entertainment industry.


With the addition of 6 new agents, SEG will not only be doubling the agent team headcount but will also enter a new esport field: CounterStrike, the oldest still massively popular esport worldwide. The new agents are located in Europe, South Korea, and Brazil. The latter two have always been regions in which esports is strongly represented, with South Korea being the ‘motherland’ of esports and Brazil having a history of highly successful teams and players, specifically in CounterStrike.  

Lifelong learning being at the core of SEG’s values, SEG Esports has been investing heavily in the recruitment of Esports agents to further grow the division. As a part of the SEG Academy, the selected agents all followed customized courses and a weekly training program developed specifically for them.  

“At SEG, we are always ambitiously looking to grow and improve our services, to create and maximise opportunities and careers. Entering CounterStrike, the oldest still massively popular esport worldwide, has been a long time coming and with this addition, we will be active in the top 5 esport games in the world. We are happy that the expansion allows us to improve our services in South America and Asia and we are looking forward to working together with our new team of agents”, commented Rowan Stroo, Division Director Esports at SEG.  


With more than a decade of experience under his belt, Fabio Algeri has come to know all sides of European football. His career as an agent was able to begin at a young age and has taken shape in several ways: he casted and guided exceptional talents, worked as a mediator between clubs from different countries in Europe with the aim of finding joint solutions for the player and clubs concerned, and represented clubs to support them in creating and maximising opportunities.

Fabio is ready to share his knowledge and experience in a larger context and we are proud to announce that he joins the exclusive network of SEG agents. Here he will share his passion with us and will leave a footprint across the whole industry. Just like SEG, he is on a mission, and together we will redefine the industry and fulfill big dreams.





US Football agent Jochen Graf is joining the SEG family. Jochen had a professional football career for almost ten years and retired from playing professionally in 2019. After his last professional match, Jochen accepted a position to work for the agency where he had been a client for the final 3 years of his playing career. In an 18 months period, he created an extensive client list with top players from around the world playing in the MLS stadiums and a broad network with agents operating in California, South Carolina and Utah. Jochen signs players who fit his standard of professionalism and character and looks to support their on-field talent. It’s Jochen’s mission to provide top young talent in the United States a new pathway into the highest levels of European football and will provide clubs with perfectly fit SEG clients.

Remco Oversier at SEG says about the collaboration: “At SEG, we’re always ambitiously looking to grow and improve our services, to create and maximise opportunities and careers. In recent years, we have guided many transfers to and from North America, now it is time for the next step: a team of SEG Agents based in the US. By launching our American branch with a team of four highly-skilled agents immediately, we ensure a strong presence and can guarantee our focused and engaged approach towards clubs and exceptional talents will be carried out globally”.

Jochen adds: “In signing with SEG, I am happy that I have chosen to join an enterprise that sees the big picture in football and has a proven record of success. I saw an excellent fit culturally with an organisation I was proud to become a part of. It was an opportunity I could not turn down. I began as an agent to assist players in achieving their full potential on and off the pitch, but in an alternative way to what we traditionally see in the football business. It excites me to join a company where my ideals and ambitions align so well. I am grateful for the opportunity to grow the SEG name in this part of the world and cannot wait to see where the next 5 years takes us”


After 14 years as “Head of Education” at the Dutch Royal Football Association (KNVB), 8 years as “UEFA Jira Panel Member” and 5 years as “Director of Coaching” and “Chief Sport Development Officer” at the U.S. Soccer Federation, Nico will join SEG as “Head of Education, Training & Development” as of July 1st.

“We are proud that Nico, with all his knowledge, experience and expertise, has chosen to join us in our ultimate mission: redefining the sports and entertainment industry”, says HR Director Remco Oversier. “To succeed as an agent in the football industry, in our view, you must have an intensive and professional education behind you. That's just where it starts, because to cast and guide exceptional sports and entertainment talent, it is crucial that agents also continue to develop as guiding partners on a daily basis. As “Head of Education, Training & Development”, Nico will further expand the existing internal training programs to an accredited education pathway for both new and existing agents. It’s our mission to offer best-in-class education courses to support agents to work with maximum passion, innovation and aspiration while creating and maximising opportunities throughout their careers and the careers of our talents.”

Nico Romeijn says, “Being part of the creation of SEG’s educational model excites and challenges me at the same time. With my vast experience in the world of football with education, training and development, I believe together with the SEG-team I can give a new dimension to the connection and collaboration with all stakeholders focused on sports and entertainment talent. All involved in the business of guiding talents must recognize that mentoring talents is a profession based on layers: the agent as a professional, the agent as a partner and the agent as a person. Like I’m looking forward to working alongside some of the best agents in our industry and making in an impact together through continual learning and development”

Are you an existing agent and would you like to join a unique and exclusive network? Do you have the ambition to become the best agent in the world and are you still at the beginning of your working life after graduating with a bachelor’s degree? In short: do you want to know more about becoming a SEG Agent and the associated education? Send your cover letter with the accompanying CV to


Swedish football agent Johan Eriksson joins SEG this week, bringing with him his existing roster of 35 international players and coaching staff including his father Sven-Göran Eriksson, former England, Manchester City and SS Lazio coach. His Norwegian colleague Kenth Haugeland, whom Johan has been working with for over a decade will also be joining SEG and will be heading up the Norwegian market.

Johan’s Eriksson Management agency is already firmly established across Norway, Sweden and Spain, operating on a global basis with players at clubs across the Nordics, England and Brazil currently. His entire roster will become part of SEG’s rapidly-growing list of clients. The list includes Norwegian international and Celtic’s defender, Kristoffer Ajer, who is already a client of SEG, and the move will help SEG to make in-roads into new territories across the Nordics. The acquisition of Eriksson’s agency is another mark of the strong growth that SEG is experiencing across all divisions.

I’m delighted to be joining SEG at this inspiring time in their development”, Eriksson says. “I’m excited to provide my roster of clients with an even more powerful offering, and to work as part of an organisation with such big plans and goals. I believe we can do great things together and I’m looking forward to being part of this powerhouse."

Johan has built a very impressive roster and reputation with his agency and we’re very pleased to bring him and his extensive client list into the SEG family”, says SEG ceo Kees Vos. “He brings a wealth of experience to the table, and his roster provides a major boost to our football division. We’re all very excited to start working with him and integrating his roster into our fast-growing organisation. For us, this is another important step towards becoming the best talent agency in the world."



SEG International