Under the new agreement, the scope of G2’s work will substantially increase, with a committee of club executives set to evaluate a range of innovations and new strategies surrounding the match-day experience for Spanish football fans.
G2 will also conduct workshops and sales training for all LaLiga clubs, while teams will also be advised on how to increase ticket demand and customer retention. G2 said it will work closely with six unnamed clubs in an effort to demonstrate how its principles and strategies can be successfully adapted to increase ticket demand and customer retention.
The company’s partnership with LaLiga will continue to be assisted by Joaquín Blázquez Buisán, who will support G2 in areas such as cultural context, research and additional interface with the league and clubs. Blázquez previously worked with G2 owner and chief executive Marshall Glickman at Euroleague Basketball.
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.
“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."
LaLiga first partnered with G2 Strategic in November 2016. The company recently extended its partnership with Euroleague Basketball and in the past has also worked with the French Tennis Federation, the Association of Tennis Professionals and French Ligue 1 football team Paris Saint-Germain.
Glickman formerly served as president of NBA basketball team the Portland Trail Blazers, where he played a key role in the development of the 21,000-seat Rose Garden arena, which is now known as the Moda Center. G2 Strategic is based in Portland.