Manchester United

• Established in 1878

• 14 times winners of the league

• The most well known soccer club in the world

• Successful 90’s

• Turnover over £130 mil

• Traded on stock exchange

United is not only a soccer club but also a business…

””The Red Devils”The Red Devils”

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…

Sponsorship – opportunity for partnership

Large fan base

Well known consumer brands

Promotion together Sharing customers Marketing worldwide

Manchester

Partners

They got the whole world in their hands…

Getting Global

•Outlet stores•Broadcasting•Preseason games•Internet

Different markets, different strategies…

Merchandising -> Licensing

• 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

Great Britain

R&D

Sales and services MarketingProduction

Japanese market

However, USA is not Japan…

Reds pitch into US market

• Sharing marketing information

• Developing sponsorship

• Exchange in merchandising

• Developing cross promotional programmes

• Sharing sporting knowledge

R&D Production MarketingSales and services

R&D Production MarketingSales and services

Upstream

Upstream

Downstream

Downstream

So….

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