Manchester United is one of the most popular and valuable football clubs in the world. It has a long history dating back to 1878 and worldwide brand recognition. Under the leadership of iconic managers like Matt Busby and Sir Alex Ferguson, Manchester United has seen tremendous on-field success and commercial growth. It has a dedicated global fan base known as the "Red Army" and has established itself as a true cult brand through linking its brand to fans' esteem needs and warrior archetype.