Manchester United Case Study

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The Brand: Manchester United
In the English Premier League, Manchester United is one of the best, if not, the best club across England and around the world. Situated in Old Trafford, Greater Manchester, England, Manchester United has been dominating football since the late 1800s. The club has won a record 20 Premier League titles, 3 UEFA Champions League titles, one UEFA Europa League title, one FIFA Club World Cup title, and many more. As of 2017, Manchester United are the world’s most valuable club, roughly worth £2.86 billion. With many star players such as Paul Pogba, Zlatan Ibrahimović, David De Gea, and Romelu Lukaku, Manchester United have built an image on success, with a team so remarkable at the “beautiful game”, it is one of the most popular sport brands in all of football.
Brand Analytics
As of June 2015, Manchester United are the world’s most valuable …show more content…

An example of brand awareness is the deal between Manchester United and Adidas. When announced by Nike at the end of the 2014-2015 that they would not be renewing their kit sponsorship with Manchester United, Adidas was brought up to sponsor the English giants. The deal turned out the be the most expensive deal in the world for kit sponsors, “a 10-year deal worth £750 million, roughly £75 million a year” (Wilson, 2014)With the famous Adidas logo and “Red Devil” on the kits, Manchester United are viewed as a brand to the world of football, as the club starts to promote an image. With this new image of success, Manchester United can bring in better players to promote wins to the club, such as Adidas sponsored French international star, Paul Pogba. After a record transfer fee of £142 million, Paul Pogba brought a new image to the club itself, bringing in superstars to give Manchester United more wins in England and around

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