November 18 2021

Rachel Gómez Y Maseland appointed as new CEO of SEG

Gómez will be responsible for further professionalisation and growth of Sports Entertainment Group

As of November, Rachel Gómez Y Maseland takes the helm at international management agency Sports Entertainment Group (SEG). In her new role, she will be responsible for all divisions within the company, namely Football, Cycling, Esports and Artists, and will manage all other departments, including The Media Nanny. With her new appointment, Gómez takes over from founder Kees Vos, who now has the time to focus on his other passion; being a football agent.

Gómez has over twenty years of experience in senior roles at Sanoma Media, Hearst and most recently as Country Manager of AutoScout24, to name a few, and now adds SEG to her impressive resume. With proven proficiencies in transforming businesses, building high-performance organisations and realising successful growth, she brings a unique and diverse expertise to SEG. In her new role, Gómez will focus on developing and executing SEG’s corporate strategy, which entails the further professionalisation of the organisational structure and the growth of all divisions.

Kees Vos, founder and former CEO of SEG: “After years at the head of SEG, this is the right moment to hand my responsibilities over to Rachel. In her, we see a natural leader who matches perfectly with what we want to convey as a company. We are confident that under Rachel’s leadership, SEG can continue to make great progress and grow to an even higher level. With her appointment, I can passionately focus on entrepreneurship again, which means direct contact with players and clubs, as well as sharing my knowledge and experience with our agents at the SEG Academy.”

Rachel Gómez Y Maseland, CEO of SEG: “I am looking forward to working together with the passionate SEG team towards our common goal: guiding our talents in making their dreams come true and bringing about greater transparency within the industry. Whilst working towards our goal, we will continue to focus on further professionalising the company, to increase the positive impact we’ve been making on the international sports and entertainment industry.”

SEG is a global and innovative talent management company that represents hundreds of footballers, riders, competitive gamers, and music artists. Football players Daley Blind, Kasper Dolberg and Cody Gakpo, riders Bauke Mollema and Fabio Jakobsen, and football coaches Robin van Persie and Erik ten Hag are just a few of the names who are professionally serviced by a team of over 150 dedicated agents, operating from 25 countries.
Ever since Rachel Gómez Y Maseland (1973) finished her studies Commercial Economy at HES Amsterdam, her fearless mentality has allowed her to learn it all on the job. The now CEO of Sports Entertainment Group (SEG) has always had a strong intuition that has served her right: an innate ability to take on responsibility, innovate with new practices and rise to the challenges in front of her. By the age of 28, she became managing director of Dutch TV music channel The BOX. Under four years later, the company was such a success that it was acquired by Viacom. From there, her career and the fortunes of the companies she has worked for have remained on a steep upward trajectory. Following multiple sales roles at, among others, The Music Factory and FOX8/Fox Kids, Rachel co-founded interactive music platform XITE. From there she entered the corporate world as Commercial Director at Sanoma Digital – at that time the largest media house in the Netherlands. Rachel has a common business sense that translates to any company, proving this when she moved out of the media sector to a role as country manager at pan-European car platform Autoscout24/Autotrader, before being headhunted by SEG.