Chapter 5: Developing a Global Vision

Over the years Manchester United has delivered a strong performance both as a team and business. Manchester United has the best record in Europe with sell out crowds every game day. Soccer in Europe is not just a sport but part of their culture. There is a sense of obligation to attend these games and cheer for their team.

Strategy for growth:

- Maintaining teams playing success- Manchester United has an academy that raises players from a young age to play for the team.

- Developing the value of media rights- Man United has their own televised program where the community can be informed of news on the team with a press of a button.

- Leveraging the global brand- The partnership with Nike has increased jersey sales exponentially. Also in the summer they would goto other countries for their pre-season. In having their pre-season in another country there are many opportunities for the club. First off promoting the global brand of Manchester United, meeting fans to playing friendly games in their local stadium. This year the club went to africa to play with different clubs there.

-Converting more fans to customers- Communicating with the customers is priority. Man United has great fan service where fans can become customers. Once you've become a fan, you would want to buy the products and represent the team wherever you go.