SEG – Sports Entertainment Group (Football)
Global Football Dutch Agency
Netherlands €520mm
Key Facts
Also known as: SEG International B.V.; SEG Football
Founded: 2000
Headquarters: MediArena 12, 1114 BC Amsterdam–Duivendrecht, Netherlands (offices in Amsterdam, Barcelona, London, Milan, Girona)
Players: ≈390–400 football clients - Total Market Value: 520mm
FIFA/FA registration: FIFA-licensed agents across NL/ES/UK; corporate IDs (Netherlands): KvK 34139303; VAT NL 809288916B01. Key agents include Kees Vos, Kees Ploegsma Jr., Jeroen Hoogewerf (NL), and shareholder Pere Guardiola (ES).
Languages: English, Dutch, Spanish, Italian
Regions covered: 40+ countries with strong footprint in the Netherlands, England, Spain, Italy
Instagram: https://www.instagram.com/segfootball
Facebook: https://www.facebook.com/SEGfootball
LinkedIn: https://www.linkedin.com/company/sports-entertainment-group-international
X: https://x.com/SEG_Football
About
SEG Football is one of Europe’s largest multi-sport agencies’ football divisions, founded by Kees Vos and Alex Kroes. With 180+ agents across 40+ countries, SEG combines local presence with in-house legal, marketing and financial teams, representing elite players and coaches and also mediating club-to-club deals. The group states it has completed 2,500+ transfers and contract extensions since 2000.
Key People
CEO/Co-Founders: Kees Vos, Kees Ploegsma Jr. and Alex Kroes
Managing Director / Head of Football: Kees Ploegsma Jr.
Senior Manager: Sander Mijnhijmer
Managers: Niccolò Verusio, Dani Contreras
Licensed agents (sample): Kees Vos, Kees Ploegsma Jr., Jeroen Hoogewerf, Pere Guardiola, Sofyane Benkheil, Peter De Waal, John de Jong, Boy Kuijpers, Maikel Stevens, Carl Thomas, Luca Nigriello, Danijel Petrovic, Michael Schimpelsberger
Client Roster
Top players and talents (current):
Cody Gakpo (Liverpool)
Rasmus Højlund (Manchester United)
Daley Blind (Girona)
Sergio Gómez (Real Sociedad)
Mark Flekken (Bayer Leverkusen)
Jaka Bijol (Leeds United)
Joachim Andersen (Fulham)
Ladislav Krejčí (Wolves)
Nico O’Reilly (Manchester City)
Stefanos Tzimas (Brighton)
Jaka Bijol (Leeds United)
Youri Baas (Ajax Amsterdam)
Tyler Morton (Olympique Lyon)
Robin Roefs (Sunderland AFC)
Lukas Ullrich (Borussia Monchengladbach)
Trey Noni (Liverpool FC)
Borna Sosa (Crystal Palace)
Jan Kuchta (Sparta Prague)
Mark Flekken (Bayer Leverkusen)
Notable former clients:
Robin van Persie (now coach)
Coaches/Staff represented (if any):
Erik ten Hag (Head Coach, Bayer Leverkusen)
Robin van Persie (Head Coach, Feyenoord)
Pep Guardiola (business interests handled via Pere Guardiola; Pere is a SEG shareholder)
Notable Deals
2025 — Jaka Bijol: Udinese → Leeds United, permanent; five-year contract (to 2030)
2025 — Mark Flekken: Brentford → Bayer Leverkusen, permanent; to 2028
2025 — Erik ten Hag to Bayer Leverkusen (head coach), contract to 2027
2024 — Sergio Gómez: Manchester City → Real Sociedad, permanent
2024 — Joachim Andersen: Crystal Palace → Fulham, permanent; club-record fee reported
2023 — Rasmus Højlund: Atalanta → Manchester United, ~€75m + add-ons; five-year deal (+ option)
2023 — Sofyan Amrabat: Fiorentina → Manchester United, loan with purchase option
2023 — Cody Gakpo: PSV → Liverpool, ~£35–37m; five-and-a-half-year deal
Services
Contract negotiation (players & coaches) and club-to-club mediation
Transfers/loans, renewals and extensions
Image rights, sponsorships & brand partnerships (in-house marketing)
Legal/tax advisory, compliance & dispute support
Performance, analytics & career planning (SEG Performance Lab; external analytics partners)
Relocation, wellbeing, injury/rehab coordination, post-career planning
Partner Network
Clubs engaged via recent deals: Bayer Leverkusen, Leeds United, Fulham, Manchester United, Real Sociedad
Women’s football: FlowSports partnership
Analytics & performance collaborators: SEG Performance Lab; historic collaborations with SciSports
Track Record (last 3 seasons)
Total transfers completed: Dozens of completed deals and renewals since 2023 (not centrally published)
Deals ≥ €10m: At least three (Højlund, Gakpo, Flekken)
Clients in top-5 leagues: Multiple active clients in Premier League, LaLiga, Bundesliga, Serie A
National team clients: Netherlands, Denmark, Spain, Slovenia among others
Renewal/extension deals: Regularly handled (not centrally disclosed)
Approach & Philosophy
SEG blends local scouting and relationship-driven negotiation (180+ agents in 40+ countries) with centralized legal, marketing and financial expertise in Amsterdam. They frequently act as intermediaries for clubs as well as representatives for players/coaches, positioning themselves as data-aware, transparent negotiators focused on long-term career planning.
Fees & Transparency
Under FIFA Football Agent Regulations and national implementations, SEG indicates compliance with licensing and disclosure rules. Commission structures vary by mandate (player vs. club representation) and jurisdiction; specific percentages are negotiated case-by-case.
Compliance & Reputation
Disciplinary actions / sanctions: No FIFA/FA disciplinary sanctions publicly recorded against SEG; civil litigation has impacted reputation.
Litigation / disputes: In April 2024 the Amsterdam Court of Appeal ordered SEG to pay Stefan de Vrij ~€5.2m over a disclosure/conflict-of-interest dispute related to his 2018 free transfer to Inter. NL Times
Media sentiment: Mixed—positive on deal-making/scale; periodic criticism regarding dual-representation optics (e.g., Manchester United dealings).
Awards/Recognition
Industry recognition as a leading European football agency; significant market footprint (40+ countries, 2,500+ deals).
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