G2 Strategic Launches European Affiliate. French Football League extends mission with U.S. consulting firm G2 Strategic
September 21, 2015
G2 Strategic (“G2”) announced today that it is launching a European division, following its recent contract extension with the French Football League (Ligue de Football Professionnel) (“LFP”).
G2's decision to establish a greater presence in Europe – with a special emphasis in France and Spain – responds to increasing demand from clubs and leagues that are committed to increasing revenues in the face of new challenges.
"In the long run," said G2 CEO Marshall Glickmanstrong>, "the traditional economic model of most European clubs is not sustainable. Business strategies must address the demands and characteristics of the Millennial and Z generations. In France, for the LFP to remain competitive with the other major European football leagues, they are going to have to grow match-day revenues."
Glickman continued, “The good news is that we have found the club presidents of the French club are shifting to more of a business mentality. Now, we must work to convince them that paid attendance is a key metric in determining the long-term value of television and digital rights.”
“In England, the Premiership clubs have achieved almost 96% occupancy, with much of their growth coming from young adults (18-34) and women, who account for 40% and 26% of their sales, respectively,” Glickman said. “In France, my job is to persuade the clubs that they can achieve similar results, as long as they are committed to a strategy that addresses new markets and reduces reliance on natural demand.”
In France, G2’s local associate is Marseille France-based Antony Thiodet, who drove the development process for ASVEL Basket during the 2000’s, which resulted in investment from French NBA star Tony Parker. Mr. Thiodet is currently providing consulting services to French soccer club OGC Nice and other key actors in the French sport industry.
In addition to announcing its extension with the LFP, G2 recently announced in Spain that it has entered the sixth year of its cooperation with Euroleague Basketball (“Euroleague”). The scope of G2’s collaboration with both leagues is focused on increasing match-day revenues from gate receipts, customer spend and other activations.
Added Glickman, “With Euroleague, our program has grown to include 16 of the 24 clubs, across eight countries, including SIG Strasbourg, which now ranks first in attendance in Ligue Nationale de Basket. We have now had several years to demonstrate that our ‘American ideas’ can work in European countries, as long as we are careful to adapt ourselves to local cultural, economic and political realities.
“As a result, we have received inquiries from several other French leagues and club who are anxious to reach out to new markets,” continued Glickman.
Benjamin Viard, head of the LFP’s stadium department said, “The LFP just completed our first year working with Marshall. He brings a refreshing perspective to the table, and does so with passion and careful attention to the cultural, economic and political nuances that are unique to each of our 40 clubs. We especially like that he adapts well to clubs in both Ligue 1 and Ligue 2, regardless of their market and stadium condition.”
Antony Thiodet said, “During the first year of our mission with the LFP, Marshall’ s ideas were enthusiastically received by most of the clubs, even though much of what he brought was quite new for France. He emphasized that tickets do not sell themselves, there must be a careful balance of supply and demand, and the clubs must focus on expanding their fan base. Going forward, we think there are several clubs that are prepared to put aside the status quo and really make an effort to improve on the business side. We are excited to be a part of it.”
Glickman added, “The European sports experience is special – authentic, local and driven by sports results. Of course, the leagues and clubs face numerous challenges as costs increase, competition for leisure time and disposable income intensifies, digital/mobile rapidly transforms consumer behavior, and venue development is far behind North America. Nonetheless, I have found that when the clubs open up to innovation, they achieve amazing results.”
About G2 Strategic
Portland, Oregon-based 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 and the LFP, 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 (Villeurbanne, France), Tennis Canada, Turkish Basketball League, CSKA Moscow, Madrid Masters (ATP), Dubai Duty Free Open, Hamburg Masters, and several domestic clients in the United States. For more information, go to www.g2strategic.net
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.
Launched in 2013 by Antony Thiodet, AddedValue is the consulting partner of various sports team in France, including LFP club OGC Nice, and has been involved in several venue development 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 99.
- 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 http://addedvalueconsulting.wordpress.com
Head of Stadium Department, LFP
CEO, G2 Strategic
President, AddedValue Consulting