MANCHESTER UNITED
THE
RED
DEVIL

BRAND MANAGEMENT OF
MANCHESTER UNITED
Presented By:
Rishabh Kapoor
Nikunj Shah
Jayesh Surve

ABOUT THE SPORT
• Football is a million dollar industry.
• Football no longer merely a sport, but a lucrative
business.
• The sport has a long heritage in UK and has the most
prestigious premiership in the world.
• The ‘Big Four’ , Manchester United, Real
Madrid, Barcelona and Arsenal, are among the most
valuable brands in the country.

BRAND VALUE OF THE ‘BIG
FOUR’
• Manchester United - €315m
• Real Madrid – €300m
• Barcelona - €266m
• Arsenal - €242.8 m

ABOUT MANCHESTER UNITED
• The world’s no.1 and richest football club.
• Global fan base – Manchester United has 333 million fans
worldwide.
• 190 million fans alone from Asia.
• Manchester United is synonymous with success and leadership.
• Winners of 18 English League titles and 11 FA Cup titles – more
than any other team.
• Brand Values: Successful – In Control – Passionate – Adventurous
– Quality.

Manchester United – a truly global
sports brand!
• Most sports teams aren't brands.
• Real differentiator is that we've got millions of fans in lots of
places.
• Brand comes to life throughout the week when the club plays
matches.
• It's got flair, passion; it stands for a sense of working together.
• Customer satisfaction from fans' point of view will always be
about watching the team excel on the field.

Manchester United over the
years
Manchester Utd. have had four successful big stages over
the years:
• Early years (1878-1945).
• The Busby years (1945-1969).
• 1969-1986.
• The Alex Ferguson Era (1986-present).

Early years (1878-1945)
• The club were formed as Newton Heath Lancashire &
Yorkshire Railway(L&YR) by a group of Manchester
railway workers in 1878.
• The club faced bankruptcy in 1902 and was rescued by
J.H.Davies.
• Changed the name to Manchester United, and changed
the team's colours from gold and green to red and white.
• Financial assistance from Davies, moved to a new
stadium at old trafford in 1909.

The Busby years (1945-1969)
• Matt busby was appointed manager in 1945 .
• Club finished 2nd in the league in 1947 and won the F.A.
Cup in 1948.
• Adopted a policy of bringing young players, and the team
won the league in 1956 with an average age of only 22.
• Many other achievements as well after 1956.

MANCHESTER UNITED
TRAGEDY
• The Munich air disaster of 6 February, 1958 claimed the
lives of eight players and another fifteen passengers.
• There was talk of the club folding but, with Jimmy
Murphy taking over as manager while Matt Busby
recovered from his injuries, the club continued playing
with a makeshift side.
• Busby rebuilt the team throughout the early 1960s and
club won several titles.

1969-1986
• United struggled to replace Busby, and the team struggled
under Wilf McGuinness and Frank O'Farrell before Tommy
Docherty became manager at the end of 1972.
• Team went through a bad phase till 1981.
• Atkinson built an exciting team with new signings.
• Won several titles under atkinson, until teams form collapsed
in 1985-1986 season.
• Poor form continued and Atkinson was sacked.

The Alex Ferguson Era (1986-
present)
• Things started to go horribly wrong. Many of Ferguson's
signings did not reach the expectations of the fans and
united struggled badly throughout 1989.
• Since 1990, regained form.
• 1998-99 was the most successful season in the club's
history as united became the first English team to win
the treble .
• Since then, consistent with it’s performance.

MANCHESTER UNITED- A
BRAND
• The most successful clubs have been using
the concept of branding.
• REVENUE GENERATING MACHINE

Why is Manchester United a
successful brand?
Manchester United does not refer to a specific
product or range of products as most
conventional brand names such as Coca-Cola
does.
The Manchester United brand encompasses a
range of activities, services and products
which have evolved as a result of its
prominence in its core activity of being a
successful football club brand.

Brand much bigger than Players
• Big Giants like David
Beckham, Ronaldo, Christiano Ronaldo
joined other clubs but the Market value did
not get affected instead it touched several
heights.

Merchandizing – Third Competency

MAN U – Brand Value of 297m
pound
• Match day: 30%(Domestic league and cup
tickets)
• Media :45%(TV Rights Domestic and
worldwide)
• Commercial: 25% (Sponsorship , Branded
products)

SPONSORS OF MANCHESTER
UNITED

CORE STRATEGIES
1.Converting more fans into customers.
2. Manchester United Maintaining Playing
success.
3.Leveraging the Global Brand.

A Sustainable Global
Brand?
Sustainability
Potential Increase of Fan Base
9k extra seats = an extra £10m
Environment
Commercial Opportunities
Competitive Advantage
Performance
Unique

Manchester United fights Piracy
• Manchester United loses around £3 million
annually in Asia through piracy

Pricing Strategy
Matchday tickets
Financial Services
Financial services partnership with Bank of Scotland and
Zurich Financial services to market products under the
Manchester United finance brand.
Official Merchandise
The 2002 link up with sports giants Nike in a £300m deal
spreading over a 13-year period for all footwear, apparel and
equipment, licensed apparel and other merchandise bearing
the Manchester United trademarks.

Top 10 Clubs by Revenue
• Manchester United -- Revenue: €315.2 million
• Real Madrid – Revenue: €300 million
• Barcelona - Revenue: €266 million
• Arsenal -- Revenue: €242.8 million
• Chelsea -- Revenue: €221 million
• Liverpool -- Revenue: €176 million
• Newcastle -- Revenue: €124.3 million
• Spurs -- Revenue: €107.2 million
• Manchester City -- Revenue: €89.4 million
• Rangers -- Revenue: €88.5 million

SWOT
Strengths Weaknesses
Global Brand Fans
Team Titles
Solid Foundation Publicity
Attractive to Sponsors
Opportunities Threats
Europe Super league Competitors
Stadium expansion Lack of success
Media Take over Bids
MUFB expansion Salaries

Activities and
Corporate Structure
Manchester United
Football Merchandising Catering Media Hotel Other
Club Domestic Commercial
Match day Merchandising Match day Non-
Tickets International Match day
Sponsors Mobile Travel Magazine Restaurant Finance
Services

Targeting Key Markets
‘Must Have’
Business
• Membership
• Merchandise
– Kit
– Non-kit
• Media
– MUTV
– Publishing
– Internet
– Mobile
• Soccer Schools
• Sponsor activation
• Tours to create ‘halo’
effect
Strong focus on most attractive markets

The Market
Industry
Leisure
Sports
Football
Global Sport
Played by 240 million
1.5 million teams
300,000 clubs
28.8 billion watched the 2002 World Cup on TV in 213
countries
Major Brands
All European
Total income - All 52 Leagues - £6.9 billion
- Big 5 - £3.7 billion (54%)
- English Premiership - £1.2 billion (33%)

Future Development
Old Trafford Stadium
Expansion of over 75,600 seats
Improve the match day experience
Develop events and conferences for non-match day revenue
Enhanced leisure facilities
Red Cinema

Future Developments
Continue Match day successes
Enhance Corporate Social Responsibility
Support local community
Backing national charities
Fighting racism
International contribution

THANK YOU