Red Devils

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THE RED DEVILS’ BRAND OFFENSIVE
Manchester United Wins Recognition on a Global Pitch
BY KIRSTEN KOROSEC//FREELANCE WRITER  editor@ama.org

marketingnews

09.30.10

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Manchester United Ltd. is more than a popular U.K.-based soccer club; it’s a global brand franchise, its crest and colors recognizable the world over. It’s also a multimillion-dollar revenue machine, an enterprise that has built a formidable fan base and turned fans’ passion into enduring brand loyalty and, ultimately, profits.

“MANCHESTER UNITED, they were the rst— certainly the rst—club in England and in soccer in general to really understand that synergy of commercial success and success on the pitch,” says Tim McGhee, senior vice president and managing director at New York-based IMG Consulting, an arm of the global sports, entertainment and media management and representation company. In the past decade, the 133-year-old club has gone on the o ensive in its mission to build brand recognition throughout the world, applying the same trademark attacking style used in its matches to reportedly garner 100% brand recognition in Europe, and up to 90% recognition in far- ung markets such as Korea, China and Latin America. However, United’s ability to convert that brand recognition into pro ts is far more fragmented. While the club is incredibly successful at monetizing its popularity in Europe, where the bulk of its revenues are generated through ticket sales and TV broadcasting rights, global markets have proven to be tougher nuts to crack. at o -quoted sports marketing adage that winning is the best marketing strategy rings true, but a savvy integrated marketing plan could be United’s ticket to global domination, experts say.

Attack Strategy “A great brand is one that drives choice, builds loyalty and allows the brand to demand a price premium,” says Hugh Tallents, associate director of strategy at global brand consultancy Interbrand in New York. “ e challenge is getting people... [continues]

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