Use Case: SLS Paris 2025
SLS turns Roland-Garros into a global skate arena with Billy
For its grand return to Europe, Street League Skateboarding (SLS) took over the iconic Suzanne-Lenglen court at Roland-Garros on October 11, 2025.
The goal? Bring together the world's skateboarding elite and welcome nearly 10,000 spectators in an unprecedented configuration. From the very conception of the project, the organizers chose Billy to orchestrate the entire setup: ticketing strategy, bundles, and operational management on the day of the event.
Key Figures
The brief
Turning an iconic tennis venue into a global skateboarding event
Organizing an SLS stop at Roland-Garros involved far more than opening a ticketing page. It required recreating the stadium layout, structuring the offer to maximize revenue, integrating merch experiences consistent with skate culture, and guaranteeing flawless execution on the day.
The challenge: balancing commercial performance, fan experience, and operational excellence.
- End-to-end support from opening to closing
- Adjusting the seating plan based on sales to optimize fill rate
- Managing access control systems and equipment
What Billy set up
Complete mapping and custom seating chart
A detailed analysis of the Suzanne-Lenglen court to design an optimized seating plan, segmented into five categories ranging from standard stands to VIP packages. To streamline the purchase journey and maximize revenue from the moment sales launched, seat allocation was managed automatically, with no map-based selection.
"Ticket + merch" bundles & VIP offers
Creation of exclusive packages combining official merchandise and premium experiences. 48-hour product shipping reinforced perceived value and increased the average basket size.
Integrated accommodation options
An accommodation solution added directly at the point of booking, making it easier for European and international attendees to attend.
Operational management on the day of the event
Billy didn't stop at sales: team briefings, advance supervision, deployment of an expert on-site team with scanning equipment to:
- Manage entry flows
- Control access
- Resolve disputes in real time
- Ensure a smooth experience through to the last exit
The impact
With 10,000 tickets sold, the event achieved a record fill rate for a European stop. Beyond the numbers, Billy delivered a coherent and profitable offer structure, increased the average basket value, and secured a seamless welcome for thousands of spectators — for an exceptional experience.