In Barcelona, Rutger Hoorn oversees ticket sales for Euroleague Basketball's Final Four, which is watched by over 197 million in over 40 countries each May. The Final Four is set to be played in London for the next two years, even though the British are not generally basketball fans. Hoorn talks about the issues facing Euroleague Basketball, some of the differences of American versions European sales models, as well as some of the efforts that the Euroleague is making in order to sell more tickets to their fan base while sharing best practices league-wide.