3 December 2025
FLOWSPORTS & SEG unite to lead in women’s football
Two major football management agencies announced today that they are officially joining forces. FLOWSPORTS, a prominent name in international women’s football, will continue under the umbrella of SEG, one of the world’s largest sports management agencies. Both agencies have their roots in the Netherlands.
The merger is a logical next step in a partnership that began nearly four years ago. Since then, the agencies have worked increasingly closely across various domains. Now, both parties agree the time is right to fully integrate their operations. The move aligns seamlessly with SEG’s ambition to play a leading role in international women’s football. FLOWSPORTS will continue under the new name SEG FLOWSPORTS, led by founder Leoni Blokhuis.
Founded in 2012, FLOWSPORTS is the largest Dutch agency in women’s football. The agency represents some of the world’s best players and coaches, including Vivianne Miedema, Jana Fernàndez Velasco, Wieke Kaptein and Arjan Veurink, head coach of the Dutch women’s national team. SEG guides hundreds of football players, coaches, cyclists, esports athletes and artists worldwide. With the merger, FLOWSPORTS and SEG are putting their shared ambition into practice to further professionalise and strengthen international women’s football.
SEG founder Kees Vos: “Just like SEG has guided both male and female cyclists and esports athletes for years, we believe we can add real value in women’s football too. Together with Leoni and her team, we’re building a strong and sustainable position in the women’s game. Interest in women’s football is growing rapidly. It’s finally getting the recognition it deserves, and we’re proud to contribute to that.”
FLOWSPORTS founder Leoni Blokhuis: “From the very beginning, our collaboration with SEG felt like a natural fit. We share the same vision and ambition. Taking this next step together fills me with pride. This partnership allows us to expand our impact and play an even greater role in the development of women’s football. I look to the future with confidence.”
Check out the latest episode of the podcast series SEG Stories, in which Leoni Blokhuis and Kees Vos discuss the partnership and their vision for the future of women’s football:
SEG Stories
Pictured above from left to right: SEG founder Kees Vos, FLOWSPORTS founder Leoni Blokhuis and SEG board member Jeroen Hoogewerf.