LaLiga/G2 Strategic extend collaboration for 4th consecutive year

December 2, 2019

Madrid, Spain & Portland, Oregon

G2 to lead new Customer Experience Committee and continue to advise Spanish professional football clubs

LaLiga, the Spanish professional football league,and G2 Strategic (“G2”) today announced the 4th consecutive extension of its consulting agreement, continuing a collaboration that began in November 2016.

Under the new agreement, G2 will lead a Customer Experience Committee (“CEC”) that includes representatives of 17 LaLiga clubs.  The CEC is a consolidation of three previous sub-committee that were facilitated by G2 – Quality Standards, Digital Transformation and Regulatory.

“The mission of the CEC is to evaluate and make recommendations that are designed to help the clubs adapt to constantly-changing consumption trends,” said Glickman. “Our mission is to re-think the experience of attending LaLiga matches.  Regardless of sports results, LaLiga’s clubs understand they must deliver great memories and do everything possible to assure that the stadiums are comfortable for a broad cross-section of demographics, while still respecting the history and specificities of each market.”

The CEC committee is addressing topics such as paperless ticketing, service and infrastructure standards, ticket re-sale, video screen content and new seating concepts in proximity to the pitch.

In addition, G2 will work directly with 9 “demonstration clubs” who are committed to innovation and establishing a business culture that supports a sustainable economic model in light of the principles of LaLiga’s financial control measures that have led to a more balanced competition.  The participating clubs are AD Alcorcón, Girona FC, Real Betis, Real Valladolid, Real Zaragoza, RCD Espanyol de Barcelona, RCD Mallorca, Real Sociedad, and Valencia CF.

G2’s work with LaLiga will include several workshops, strategic planning and other matters that impact the business of the league and its clubs.

LaLiga President Javier Tebas said, “We continue to have confidence that G2’s principles are fully aligned with our desire to help our clubs improve every aspect of their business.  As the business strategies of our clubs continue to adapt to the needs of LaLiga’s fans, access to Mr. Glickman’s passion, expertise and innovative thinking is a valuable asset.” 

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.

G2 Strategic is a boutique sports, entertainment and venue development consultancy, based in Portland, Oregon.  In addition to LaLiga, the firm is in its 18th year as an advisor to EuroLeague Basketball.  G2’s European clients have included the French Professional Football League (LFP), a consortium of French sports clubs (Antibes Sharks basketball, AS Nancy, Chamois Niortais FC, Olympique Lyonnais, Lille OSC,  Limoges CSP basketball, Metz, Stade Français rugby, Stade Rochelais rugby), 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. 

For more information, go to


G2 Strategic                                           LaLiga

Marshall Glickman, CEO                      Communications Department

+1.857.991.9361                                      +34 91 205 50 00