G2 has provided a range of business advise to the league and its clubs since 2002. G2 collaborated with the league to craft a proposal to launch the first team services division in Europe, whereby G2 provided counsel regarding the implementation of Euroleague BOCS (Business Operations & Club Services), addressing a broad range of topics, including sponsorship, licensing, ticketing, premium seating, social media, digital monetization, communications, organizational structure, business culture and executive recruitment. In 2022, G2 CEO Marshall Glickman was hired as the league’s CEO.