Paul Williamson (Two Circles) on how the 2012 London Olympics succeeded in selling 11 million tickets

Paul Williamson, Director at Two Circles How the 2012 London Olympics succeeded in selling 11 million tickets For sports events, ticketing is about much more than just the tickets. Without successful ticket sales the atmosphere at the event will be un-engaging for both the athletes, the attendees and everyone who watches on a TV-screen, and the budgeted revenue production will also fail. So how do you secure successful ticket sales? “Don’t focus on the tickets, focus on selling a dream,...