Euroleague Basketball extends consultancy with U.S. sports business firm G2 Strategic

September 08, 2015

G2 Strategic (“G2”) announced today that its consulting relationship with the Turkish Airlines Euroleague(“Euroleague”), Europe’s elite professional basketball league, has been extended. G2 began its cooperation with Euroleague in 2002.

In conjunction with this milestones, G2 has also announced the establishment of a European affiliate, G2 Europe, which responds to growing demand for its services from clubs and leagues that are committed to improving the value of their commercial assets.

“The Euroleague Ticketing Program has grown to include 16 of the 24 clubs, across eight countries,” said Glickman. “Several of the clubs we have worked with have experienced significant increases in revenues and paid attendance. We have been able to demonstrate that our ‘American ideas’ can work well in several European countries, as long as we are careful to adapt ourselves to local cultural, economic and political realities.”

Glickman continued, “The business landscape is rapidly changing for leagues and clubs in Europe. Euroleague’ s club presidents are shifting to more of a 1 business mentality, as they understanding that economic stability must be achieved to assure long-term stability and growth.”

G2’s new European affiliate will initially focus on the French and Spanish markets, following several years of experience in those markets. “We have learned that every European market has unique characteristics,” said Glickman. “We have a leg up in France and Spain because of our portfolio of clients in those countries. We also expect to explore opportunities in several other markets where we have worked, including Russia, Turkey, Greece, Italy and Germany.”

The scope of G2’s collaboration with both Euroleague and the LFP is focused on increasing match-day revenues from gate receipts, customer retention and spend, and other activations.

Euroleague CEO Jordi Bertomeu said, “Our long association with Marshall has brought us a variety of innovative ideas and new initiatives which have helped the league and our clubs increase revenues. We are placing great emphasis on the potential for our clubs to increase revenue from the live gate, and Marshall is the perfect partner to share best practices with our clubs and really push them to another level.”

Added Glickman, “The European sports experience is special – authentic, local and driven by sports results. Of course, the leagues and clubs face numerous challenges as costs increase, competition for leisure time and disposable income intensifies, digital/mobile rapidly transforms consumer behavior, and venue development is far behind North America. Nonetheless, I have found that when the clubs open up to innovation, they achieve amazing results.”

About G2 Strategic

Portland, Oregon-based G2 Strategic was launched in 2004 to provide business advisory and venue development services in Europe and the United States. In addition to Euroleague Basketball and the LFP, G2’s portfolio of clients has included the French Tennis Federation (BNP Paribas Masters and Roland Garros), the Association of Tennis Professionals, Compass Groupe France, Groupe Gones & Sports (Villeurbanne, France), Tennis Canada, Turkish Basketball League, CSKA Moscow, Madrid Masters (ATP), Dubai Duty Free Open, Hamburg Masters, and several domestic clients in the United States. For more information, go to

Mr. Glickman is the former president of the NBA’s Portland Trail Blazers, where he orchestrated the development of the 21,000-seat, $262 million Rose Garden arena. Later, as founder and chairman of Portland Family Entertainment, Mr. Glickman implemented a public/private partnership with the City of Portland that resulted in the renovation of Providence Park (formerly Jeld-Wen Field and PGE Park), and the return of the Portland Beavers (Pacific Coast League baseball) and Portland Timbers (Major League Soccer) to Portland.


Jordi Betomeu
CEO, Euroleague Basketball

Marshall Glickman
CEO, G2 Strategic