LaLiga: G2 Strategic extends consulting partnership with Spanish league for the fifth time in 2021

G2 Strategic, a company specialised in "global sports business solutions", has extended its consulting partnership with LaLiga "for the fifth consecutive year," announced the two entities on 21/12/2020. The initial partnership began in November 2016.

"Under the new agreement, G2 will continue to provide consultancy to the club working groups that LaLiga created to help discuss and develop new fan experiences inside the stadium and wider customer engagement strategies. The current working group called the Customer Experience Committee (CXC) is focused on a range of topics such as business intelligence, digital ticketing and service innovation," said LaLiga, who will also be aided by G2 "to form consortiums with clubs designed to leverage commercial assets and operating efficiencies in areas such as ticketing, research and food and beverage services."

"While this is a difficult moment for our industry, there is also an opportunity to accelerate adaptation to certain global trends such as contactless payment, digital ticketing and new ticket products, such as Netflix-like monthly…