SEG AND PRODIGY AGENCY ANNOUNCE STRATEGIC MERGER

SEG’s current esports and creators division, including its roster of talents and ESIC Certified Agents, will be fully integrated with Prodigy Agency, forming a unified esports and gaming group within SEG. Prodigy Agency founders Jérôme Coupez and Manon Lagarrigue will continue leading Prodigy Agency as CEO and COO respectively. Rowan Stroo, currently Division Director of SEG Esports, will join them on the Management Team.

The merger brings together SEG’s 25-year heritage and global infrastructure with Prodigy Agency’s leadership in gaming, digital marketing and creator representation. SEG and Prodigy Agency already share the same core values: putting talent first, honest transparency and continuous innovation. United, they share the ambition to become the #1 gaming agency in the world and be the preferred partner for brands, publishers and talent across sports, gaming and entertainment.

SEG represents some of the biggest names in sports and entertainment, including Pep Guardiola, Robin van Persie, Cody Gakpo, Pauline Ferrand-Prévot and Kybba. In gaming, SEG guides esports professionals Virtyy, meL and SonicFox, creators Punz and Thijs, and many more. Prodigy Agency is the world’s leading esports and gaming agency, representing superstar talents such as ZywOo, flameZ, TenZ, aspas, Inspired, Skewmond, Vatira and zen, and was awarded Supporting Service of the Year twice at the Esports Awards.

Prodigy Agency has secured numerous high-profile deals in esports through partnerships with global brands including Porsche, Nike, Adidas, ASUS, Sony, Mastercard, Tencent, NetEase and Red Bull. In addition, the agency has supported major game titles such as Marvel Rivals, Valorant, Delta Force, FragPunk and more through large-scale marketing and brand activations.

Beyond representation and brand partnerships, Prodigy Agency has launched a range of successful gaming products for its star players such as ZywOo, TenZ and aspas, including mice and keyboards, in collaboration with leading brands. These products have generated millions in revenue for players, further reinforcing the agency’s ability to create long-term, scalable business opportunities around its talent and to develop successful IPs.

Jérôme Coupez, founder and CEO of Prodigy Agency:
“This merger unites two powerhouses in sports and gaming. We share the same values: a family mindset and a talent-first approach. By combining our strengths, we’re creating a unique platform that bridges traditional sports and esports. Together, we will better serve and support our family of players, creators, athletes and partners, and lay the foundation to grow into one of the world’s leading agencies at the intersection of sports and gaming.”

Manon Lagarrigue, co-founder and COO of Prodigy Agency:
“From day one, our priority at Prodigy has been to build a strong and sustainable organisation around our talent and our team. Joining SEG allows us to scale our operations, resources, and expertise while staying true to our culture and values. I’m truly excited to see what the future holds for us!”

Rowan Stroo, Division Director of SEG Esports:
"This next step creates new opportunities for all talent we represent, with unmatched commercial and marketing capabilities across industries. I am excited to start working with the Prodigy team and continue building the #1 gaming agency together.”

Kees Vos, founder of SEG:
“Joining forces with Prodigy Agency is a natural step. Together, we will open new doors for our talent and provide partners with an unmatched platform connecting traditional sports and the global gaming ecosystem. I’m really looking forward to it.”

On this occasion, investment fund Trust Esport, led by former board member Matthieu Dallon, exited its stake in Prodigy Agency, carried since 2020. Throughout the merger process, Prodigy Agency and its shareholders were advised by Ohana & Co (investment banker) and Velvet Avocats (legal counsel).

Pictured above from left to right:

Manon Lagarrigue (Co-Founder & COO of Prodigy Agency), Rowan Stroo (Division Director of SEG Esports), Kees Vos (Founder of SEG), Jérôme Coupez (Founder & CEO of Prodigy Agency), Kees Ploegsma Jr. (board member of SEG)