LaLiga extends consulting agreement with G2 Strategic

January 15, 2018

G2 will continue to advise professional football clubs to develop new strategies to increase stadium occupancy and gate receipts

La Liga the Spanish professional football league and G2 Strategic (“G2”) today announced an extension of its consulting agreement, continuing a collaboration that began in November 2016.

The new agreement substantially increases the scope of G2 work with LaLiga, which includes the participation in a committee of club executives who shall evaluate a range of innovations and new strategies designed to adapt ticketing policies to evolving demographic trends, and improve the experience of attending matches for a broader market segment, including women, families, Millennials and business.

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

G2’s efforts with LaLiga will continue to be assisted by Joaquín Blázquez Buisán, who worked closely with Glickman inside Euroleague Basketball headquarters from 2002-04. Blázquez is currently Chief Operating Officer for IMAP, and will support G2 in several areas, including providing cultural context, research, and additional interface with the league and clubs.

“We appreciate the fresh perspective that G2 has brought to the table,” said LaLiga President Javier Tebas. “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.”

Added Glickman, “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.”

Glickman 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.”

G2 recently announced a two-year extension with Euroleague Basketball, following the launch of their new Business Operations & Club Services (“BOCS”) division. In addition, G2 continues to be active in France, where the firm formed a consortium of nine clubs across football, rugby and basketball, and is also serving as an advisor to the City of Gresham, Oregon.

In addition to LaLiga, Euroleague and its French clients, G2’s European clients have included Bayern Munich Basketball, French Tennis Federation (BNP Paribas Masters, new Roland Garros stadium), Association of Tennis Professionals, Paris Saint-Germain, CSKA Moscow (new arena and stadium development), Asvel Basket, Groupe Gones & Sports (new arena development in Villeurbanne, France), Turkish Basketball Federation, and several major tennis tournaments, including Dubai Duty Free Open, Matura Madrid Masters, Hamburg Masters, Aegon Open Nottingham, and the Düsseldorf Open.

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 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 (Pacific Coast League baseball) and Portland Timbers (Major League Soccer) to Portland. G2 Strategic is based in Portland, Oregon, and was launched in 2004 to provide business advisory and venue development services in Europe and the United States.


G2 Strategic Marshall Glickman
CEO, G2 Strategic

José Guerra
Corporate Operation Officer, LaLiga
+34 91 205 50 00 – +34 629 135 387