chapter manchesterunited04

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READ OUT LOUD THE STORY BEHIND MANCHESTER UNITED EVERYONE IS PART OF THE TEAM

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Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book. More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.

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Page 1: Chapter manchesterunited04

READ OUT LOUDTHE STORY BEHIND

MANCHESTER UNITED

EVERYONE IS PART OF THE TEAM

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BEFORE YOU START….

please look into your camera and tell us slowly your name, city and country… Then you can start reading this paragraph out loud… Have fun!

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The clock in the Old Trafford Stadium, which remains permanently frozen at February 6, 1958, the day of the plane crash in Munich, serves as a constant reminder of this important turning point in the Manchester United’s

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history. The fans will never forget Matt Busby, because whoever comes to the Stadium passes the street that is named after him. After his departure in 1969, the club had to wait until 1986 before it found another successful

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manager who could compare with Busby; Alex Ferguson, who still manages the club and has a strong influence on everything that goes on there. Though he is the trainer, called ‘manager’ in England, his influence

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goes a lot farther than the mere training of the team. One of Manchester United’s success factors lies in that the club always involves its fans with the club and tries to give as many fans as possible the chance to

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attend a live game. “In 1908, we started the tradition of giving fans in other countries the chance to actually goto a game when the team went on tour.

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