SEG and FlowSports make it official
SEG have announced that FlowSports, one of the most established women’s football agencies in Europe, will now operate under the SEG FlowSports banner, with founder Leoni Blokhuis continuing to lead the women’s division.
Both agencies are rooted in the Netherlands and have been collaborating closely for almost four years. The new move formalises that partnership into a full integration under SEG’s umbrella and aligns with SEG’s stated ambition to play a leading role in international women’s football.
In their announcement, SEG and FlowSports emphasised that this is a “logical next step” after years of working side by side across scouting, player management and commercial projects in the women’s game. The rebranded SEG FlowSports will focus on top–level representation, long–term career planning and international transfers for elite female players.
Who are the agencies behind SEG FlowSports?
SEG – from Dutch roots to global player agency
SEG (Sports Entertainment Group) is a Dutch–based sports management and commercial agency that has grown into one of Europe’s most influential football representation groups. Over the past two decades, SEG has expanded from a local agency into a multinational operation working in player representation, coach representation, commercial deals and strategic consulting for clubs and brands.
The agency has been associated with high–profile players such as Memphis Depay and other Dutch internationals, as well as notable coaches and sporting directors.
SEG’s leadership has included figures like Kees Vos, Kees Ploegsma Jr. and Alex Kroes, who helped transform the company from a Dutch football agency into a broader sports and entertainment group with offices and staff operating across multiple European markets.
For SEG, formally integrating FlowSports is a strategic step – it strengthens their presence in the women’s game while allowing them to bring their existing infrastructure, data, commercial team and international network to a specialist, proven women’s football unit.
FlowSports – a women’s football specialist built by Leoni Blokhuis
FlowSports was created specifically for women’s football, with Leoni Blokhuis building the agency from scratch into a respected boutique representing some of the biggest names in the women’s game. Over more than a decade, FlowSports has represented a range of top internationals, including Dutch national team players and Champions League–level talent.
Blokhuis has been recognised within the industry as one of the early specialists who took women’s football seriously long before the recent commercial boom – focusing on holistic development, education, life after football and personal support, not only on contracts.
Under the new structure, FlowSports will continue its work as SEG FlowSports, with Blokhuis remaining in charge of the division. That continuity means players keep the same relationship and philosophy, now backed by SEG’s wider resources.
What the SEG FlowSports merger means for women’s football
A bigger platform for female players
By combining SEG’s global infrastructure with FlowSports’ specialist expertise, SEG FlowSports aims to offer female players:
- Stronger support on international transfers and cross–border moves.
- More access to commercial partnerships and brand deals. Integrated career planning – from youth to senior national team level.
- Legal, financial and image–rights support that has historically been more common on the men’s side.
The agencies have already been collaborating behind the scenes for several years, particularly around top women’s internationals and major tournaments. The full integration simply removes internal barriers and allows them to act as one unit internationally.
Leadership under Leoni Blokhuis
A key part of the announcement is that Leoni Blokhuis remains at the helm of SEG FlowSports. That matters for players who chose FlowSports specifically for its personal approach and women–focused expertise.
Blokhuis brings long experience in the women’s market and also a trusted network among clubs in the Netherlands, Germany, England, Spain and beyond. A reputation for being close to the day–to–day lives of players, not only to their transfer value
For SEG, keeping Blokhuis front and centre signals that this is not just a rebrand, but an attempt to scale up what FlowSports already does well, rather than replace it.
Shared Dutch roots – global ambition
Both SEG and FlowSports are Dutch at their core, but their ambitions are clearly global, Leoni Blokhuis said ''they sky is the limit.''
- The Netherlands is one of the most productive talent markets in both men’s and women’s football.
- Dutch players populate leagues in England, Spain, Germany, Italy and the US. - SEG already operates internationally on the men’s side, and FlowSports has long worked with players in top foreign leagues.
SEG FlowSports now has the potential to be a hub for women’s football talent – starting from the Netherlands but connecting into all major European leagues and global tournaments.
