Manchester United

1
Manchester United
The Red Devils

• Established in 1878
• 14 times winners of the league
• The most well known soccer club in the world
• Successful 90s
• Turnover over 130 mil
• Traded on stock exchange

United is not only a soccer club but also a
business
2
Business idea

• Football-team
• Cable network - MUTV
• Financial/banking institution
• Merchandise souvenier shops
• Museum
• Conference and catering
• Popular free-email service

It is all about the brand
3
Sponsorship opportunity for partnership
Large fan base
Manchester
Promotion together Sharing customers
Marketing worldwide
Well known consumer brands
Partners
They got the whole world in their hands
4
Getting Global

• Outlet stores
• Broadcasting
• Preseason games
• Internet

Different markets, different strategies
5
Merchandising -gt Licensing
Great Britain
RD
Japanese market
Sales and services
Marketing
Production

• Long term strategy to develop commercial
  activities on an international basis
• Opportunity to seek specialist partners in
  product and marketing worldwide

• JSV - leading sport retailer
• important costumer for NIKE
• 5 year deal
• 25 stores accross the country

However, USA is not Japan
6
Reds pitch into US market
RD
Production
Marketing
Sales and services
Upstream
Downstream
Upstream
Downstream
RD
Production
Marketing
Sales and services

• Sharing marketing information
• Developing sponsorship
• Exchange in merchandising

• Developing cross promotional programmes
• Sharing sporting knowledge

So.
7
Conclusions

• United is not only a soccer club but also a
  business
• It is all about the brand
• Different strategies in different continents
• E-business Yes or No?
• Clever strategy to enter Japanese market at this
  time
• Big Challenge to reach the US market
• Partnership with market-leading companies in
  different fields