LaLiga and G2 step up collaboration on attendance strategy

January 17, 2018  |  Sportcal

LaLiga has extended and expanded its relationship with G2 Strategic, the USA-based sports consultancy, which helps the top Spanish soccer league and its clubs to maximise attendance revenues from matches.

G2, which is headed up by experienced sports consultant Marshall Glickman, said the new agreement “substantially increases” the scope of its work with the league, including participation in a committee of club executives who will evaluate various innovations and new strategies on ticketing policies.

These are aimed at following demographic trends and improving the match-day experience for a wider audience, including women, families, millennials and business.

In addition, G2 is to conduct workshops and sales training for all LaLiga clubs, addressing business planning and a range of related topics, and work closely with six clubs to demonstrate how its principles and strategies can be employed to increase ticket demand and customer retention.

The current collaboration dates back to November 2016, and G2’s other clients have included top soccer clubs Paris Saint-Germain and CSKA Moscow, Euroleague Basketball, the Turkish Basketball Federation, the French Tennis Federation, the ATP and various individual tennis tournaments.

G2 recently announced a two-year extension to its partnership with Euroleague Basketball following the latter’s launch of a new Business Operations and Club Services Division, and is highly active in France where it formed a consortium covering nine clubs across soccer, rugby union and basketball.

G2’s work with LaLiga will be supported by Joaquín Blázquez Buisán, the chief operating officer of IMAP, who worked with Glickman at Euroleague Basketball headquarters from 2002 to 2004, and will contribute in areas including cultural context, research and additional interface with the league and clubs.

LaLiga president Javier Tebas said: “We appreciate the fresh perspective that G2 has brought to the table. We have worked with Mr. Glickman to design the second year of our work together with the objective of demonstrating to our clubs that the market can be significantly greater than only ‘natural demand’ from traditional football fans.”

Glickman added: “I welcome the opportunity to act as an agent of change on behalf of LaLiga, which is clearly one of the great football competitions in the world. During our first year, we were able to establish the key principles, which we documented in a comprehensive document titled LaLiga Ticketing Strategy.”

He continued: “We also had the opportunity to spend time in several club markets, and meet with executives at all levels, gaining a better understanding of the challenges they are facing. Over the 15 years we have been active in Europe, we have learned that our principles must be adapted to the specificity of each market. We appreciate the challenge and thank President Tebas for his confidence.”


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