Partners Group, a global private markets firm with over USD 186 billion in assets under management, has entered into a partnership with SEG (Sports Entertainment Group), an independent international sports talent agency. The investment, announced on September 15, 2026, makes Partners Group the largest outside shareholder in SEG and marks the firm's first lead investment in the sports industry.
SEG, founded in 2000, represents more than 1,000 athletes and artists across football, cycling, gaming, and music. Its roster includes high-profile figures such as football coach Pep Guardiola, players Cody Gakpo and Rasmus Hojlund, cyclists Pauline Ferrand-Prevot and Olav Kooij, content creator TenZ, competitive gamer ZywOo, and artists Kybba and JEA. The agency operates with around 200 agents and staff in 40 countries.
The talent representation industry is experiencing rapid growth, driven by increasing fan engagement and the rising market value of athletes. This is supported by growing club and team revenues, which are diversifying beyond media rights into sponsorship, merchandising, and premium hospitality. SEG has capitalized on these trends, with net revenues rising at a compound annual growth rate of approximately 40% over the last three years.
Partners Group plans to more than double its initial equity investment in SEG to support targeted acquisitions in the fragmented talent agency market, expand into other sports, and explore adjacent industries. The agency will also broaden its services beyond representation to include commercial partnerships and brand development. Founder Kees Vos and existing shareholders remain invested and actively involved, and SEG's day-to-day representation of its athletes and artists will continue unchanged.
"We have always had a strategy of both organic growth and growth through M&A, with the recent acquisitions of Prodigy SEG, the world's largest talent management agency in gaming, and SEG FLOWSPORTS, one of the biggest agencies in women's football, as examples," said Kees Vos, Founder of SEG. "As the talent representation industry keeps growing, there is a real opportunity to move into new and adjacent markets, and to offer athletes more than representation alone. Partners Group is a long-term partner - literally - with the operational expertise to help us take SEG much further."
Kim Nguyen, Partner and Head of Private Equity Services Investments at Partners Group, commented: "The talent market is a relationship business and Kees and SEG's agents have built deep networks across multiple industries, which acts as the foundation for long-term growth. SEG's track record of retaining talent from the early stages of their careers demonstrates its long-term partnership approach, which resonates strongly with us. We look forward to working with Kees and the team to build this platform. The partnership marks Partners Group's entry into the sports sector - a space with compelling long-term tailwinds. SEG is our first step into this arena, and we intend to expand from here."
This investment is significant for the sports and entertainment industry, as it highlights the growing appeal of talent representation to private equity. With Partners Group's backing, SEG is poised to accelerate its global expansion, potentially reshaping the competitive landscape. For athletes and artists, this could mean enhanced career support and broader opportunities. The deal also signals increasing financialization in sports, which may lead to more consolidation and professionalization across the sector.
Partners Group, which recently acquired European natural beauty and wellness brand Aroma-Zone, is currently raising its sixth direct private equity program. The firm has USD 79 billion in private equity assets under management and expects to invest in further sports industry opportunities through its direct private equity strategy, royalties, and private credit. For more information, visit www.partnersgroup.com or www.seginternational.com.
