Partners Group has taken a controlling stake in international talent agency SEG, establishing a primary platform asset to drive a buy-and-build consolidation strategy across global sports representation.
The Swiss private equity firm plans to more than double its initial equity cheque through follow-on equity commitments. SEG founder Kees Vos and existing shareholders will retain a significant rollover equity stake while remaining actively involved in the platform.
SEG represents more than 1,000 athletes and artists across football, cycling, gaming and music, operating with 200 agents across 40 countries including the UK.
The agency reported net revenues rising at a compound annual growth rate of approximately 40% over the last three years, supported by structural tailwinds in sponsorship, merchandising and hospitality.
The platform investment marks the first lead sports transaction for Partners Group, which manages $79bn (£58.7bn) in private equity assets under management out of $186bn (£138bn) in total assets. The GP will deploy additional operational support to fund inorganic bolt-on acquisitions in adjacent verticals and extend the platform into new sports.
Kim Nguyen, partner and head of private equity services investments at Partners Group, said: “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.”
Vos added: “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.
“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.”
