Partners Group Takes Minority Stake in SEG to Expand Global Sports Talent Platform

Partners Group, a leading global private markets investment manager, announces a strategic minority investment in SEG (Sports Entertainment Group), an international sports talent agency. The deal, announced on September 15, 2026, marks Partners Group’s entry into the sports sector and supports SEG’s plans to expand and diversify its global talent platform.

Founded in 2000, SEG represents more than 1,000 athletes and artists across football, cycling, gaming, and music industries. The agency’s roster includes high-profile figures such as football coaches Pep Guardiola and Robin van Persie, players Cody Gakpo and Vivianne Miedema, cyclists Pauline Ferrand-Prévot and Oscar Onley, as well as gaming stars TenZ and ZywOo. SEG operates with approximately 200 agents and staff across 40 countries, maintaining offices in major cities including Amsterdam, Barcelona, London, and Milan.

SEG has experienced rapid growth, with net revenues increasing at an approximate compound annual growth rate (CAGR) of 40% over the past three years. This growth is driven by rising fan engagement and the expanding market value of athletes, fueled by diversified revenue streams such as sponsorships, merchandising, and premium hospitality beyond traditional media rights.

Partners Group plans to more than double its initial equity investment to support SEG’s targeted acquisitions in the fragmented talent agency market, extend its presence into additional sports, and explore adjacent industries. The firm will also back SEG’s efforts to broaden its service offerings beyond talent representation, including commercial partnerships and brand development for athletes.

Kees Vos, Founder of SEG, states, “Our strategy combines organic growth with acquisitions, as demonstrated by recent deals including Prodigy SEG, the largest talent management agency in gaming, and SEG FLOWSPORTS, a leading agency in women’s football. Partners Group’s long-term partnership and operational expertise will enable us to accelerate our growth and expand into new markets.”

Kim Nguyen, Partner and Head of Private Equity Services Investments at Partners Group, adds, “SEG’s deep networks and long-term talent retention align with our investment philosophy. This partnership represents our first direct investment in the sports industry, a sector with strong growth potential. We look forward to supporting SEG’s expansion and leveraging our global platform to create value.”

Partners Group manages USD 79 billion in private equity assets and has a global presence with approximately 2,000 professionals. The firm’s investment approach emphasizes operational improvements and strategic scaling to transform businesses into market leaders.

The talent representation industry is undergoing consolidation, with firms like SEG positioned to benefit from increased capital and expanded capabilities. Partners Group’s investment is expected to strengthen SEG’s competitive position and accelerate its international growth, while also enabling innovation in digital content and fan engagement platforms.

Looking ahead, Partners Group and SEG will focus on integrating new acquisitions, expanding service offerings, and navigating regulatory frameworks across jurisdictions. The partnership aims to capitalize on evolving market dynamics and deliver long-term value for stakeholders.