Conclusion

Manchester United has gained their global prominence in both the business and football world through some ingenious tactics. Top class players, top class fans and top class business strategies. Through the years, the company has grown to a height, only a few other football clubs can hold on to.

            By means of advertising and marketing, the brand Manchester United got its place in all the continents worldwide (especially Asia). The United name became more and more well-known and the united players like Cantona, Beckham and Giggs gained, besides their million dollar deal contracts, Hollywood status. The coming of the internet only multiplied these effects. Now, access was there 24/7 and the community started growing rapidly. With over 50 million fans worldwide, Man Utd is the biggest club in the world with the highest annual income (which grows more and more each year). The club went to the stock market and their corporate character gained more importance.

            The change of sponsors was looked upon by some fans as losing the tradition, but in the end, the fans came out as winners. Top brands as Nike and Vodafone became part of the world of Manchester United. Another major deal was closed with Dimension Data, a company that altered the old website and were appointed by United to re-launch the site with the utmost attention to the fans. DiData did so developed new products and services that enabled fans worldwide to participate in the Manchester United experience. Fan forums, a message board, online radio, online match coverage, wallpapers, ‘Have Your Say’ possibilities for fans, mobile phone offers and a financial service, Manchester United finds its place in every aspect of the fan culture. They want to integrate in more than only the football mind and attempt to do so by various means.

            Manutd.com is a perfect asset to the successful football club. It attributes to the sense of tradition, respecting the history of the club and looking at the future. With help of business partners they’ve accomplished to create a sense of community in which each fan counts and is respected. The high participation level of the site only adds up to this all and therefore the ‘Manchester United Experience’ is one of great proportions. With the still improving digital possibilities, the sky seems to be the limit for Manchester United Football Club. Andy Anson captured it all by saying “We’re not just a sports club, we’re an international brand…” Manchester United have proved to have found the perfect blend between corporate know-how and holding on to tradition, therefore having not only won over the business world but also the hearts of millions of fans worldwide.

            Glory glory Man United![1]