French Football League selects G2 Strategic and Keneo Sports Solutions to develop strategy to increase ticket sales and improve the fan experience

May 14, 2014

Consulting team selected after receiving proposals from 18 international agencies

G2 Strategic and Keneo Sports Solutions announced today that they have been selected by Liga de Football Professional(“LFP”) to develop and work with its 40 clubs to implement a comprehensive strategy that will be designed to achieve two critical objectives:

  • Increase attendance, customer retention and customer spend
  • Optimize the fan experience at all 40 LFP stadiums

G2 is a boutique sports business consultant and developer based in Portland, Oregon.  Paris, France-based Keneo specializes in bid strategy and organization of major events, as well as customer service and marketing.  G2 and Keneo are being assisted by Marseille France-based AddedValue Consulting.

G2/Keneo were selected following the issuance of a Request For Proposals by the LFP in March 2013.  Following its evaluation of 10 proposals, the LFP short-listed four firms, each of whom were interviewed on two occassion by a jury that included representatives of the LFP and several Ligue 1 and Ligue 2 clubs.  Following the interview process, G2/Keneo were selected.

Benjamin Viard, head of the LFP’s stadium department, said “We went through a deliberate process, interviewing several of the top agencies and sports consultancies in the world.  In the end, we liked the team of G2 and Keneo because they brought us a very clear roadmap, which is supported by their track records in France and throughout Europe.”

“European sports leagues are coming of age,” said G2 CEO Marshall Glickman“The LFP is leading the way in recognizing that Millennials, the next generation of fans, have different expectations than their parents.  In today’s digital age, live attendance requires a sophisticated sales strategy and a compelling experience that extends beyond the games themselves.  Our team will work hand in hand with the LFP and its clubs to assure they are prepared for the future.”

Edouard Donnelly, a Keneo Director, added, “Our group is thrilled that we have won this competition, as we are focused on optimizing the customer’s experience, from the moment they depart for the stadium to when they lay their head on their pillow.  We think working with an American who has had success on both sides of the Atlantic will allow our team to bring global best practices to the table, but in a way that adapts to French culture and history.”

“The mentality of the French sports industry is rapidly changing” said AddedValue’s Antony Thiodet.  “The LFP and its clubs understand that they must strike a better balance between economic requirements and every club’s quest for greatness on the pitch.   I have worked with Marshall over the course of several years – and Keneo has an excellent reputation in France.  Together, I think our team will be able to provide the LFP and its clubs with the kind of innovation and coaching that is necessary in today’s environment.”

G2 and Keneo’s services will include analysis of research recently completed by IPSOS and Repucom, the development of a National Ticketing Strategy, Action Plans specific to each LFP club, a series of workshops, presentations at LFP Assemblies and board meetings, and ongoing exchanges with the clubs.  The project will be implemented over a 12-month period, commencing in late April.

About G2 Strategic

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, 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, Tennis Canada, Turkish Basketball League, CSKA Moscow, and several European tennis tournaments. 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 Rose Garden arena.  Later, as founder and chairman of Portland Family Entertainment, Mr. Glickman also oversaw the 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 and Portland Timbers to Portland.

G2 is based in Bend, Oregon, where they produce the popular Jazz at the Oxford concert series and are involved in several other development projects.

About Keneo Sports Solutions

Founded in 2008 by a group of former executives of major international event organizing committees, Keneo provides broad consultancy expertise and a range of event-related services to sports organizations, local authorities and managers of sports facilities in France and abroad.

Keneo’s management team comprises recognized experts in their field, all of whom possess extensive experience in the organization of major events in areas where they have held key positions.  This strength, allied to skills acquired in the areas of strategic consulting, organization, communications, marketing, hospitality, technology, human resources and project financial management, has given Keneo a unique position and brand identity on the market.

Keneo is based in Paris.  For more information, go to

About AddedValue

Launched in 2013 by Antony Thiodet, AddedValue is the consulting partner of various sports team in France and is involved in the process of arena projects around Europe.

Mr. Thiodet has extensive experience in sport marketing activities in France and Europe, including:

  • Head of marketing and communication in Fédération Française de BasketBall, in charge of ticketing activities for EuroBasket
  • Soccer Sport marketing manager in Adidas Europe, in charge of Euro 2000.
  • Vice-President in charge of Business Operations for basketball club ASVEL Lyon-Villeurbanne, where he established the conditions of the buy-out of the Team by French NBA Star Tony Parker.

AddedValue is located in Marseille, where the company is driving the process of relocating a pro basketball club through the Provence Basket Project.  For more information, go to


Marshall Glickman
G2 Strategic

Edouard Donnelly
Director, Keneo Sports Solutions

Antony Thiodet
President, AddedValue Consulting

Benjamin Viard
Head of Stadium Department, LFP