Football is a religion and Manchester United is the preacher of this religion. It has a cult
following of over 50 million all over the world. The fan base spans several generations.
Manchester United is just not a football club that aims at winning matches on the pitch
but is an extremely well organized corporate entity that believes in exploiting its brand all
over the globe. The club has been through many ups and downs during its existence over
100 years but it has been able to create a very sound "emotional base" (Schupbach L,
IMD, 2003, pg 1).
The club has been presented with two opportunities, even though both options are
important, the club should honor the sponsors request to make an appearance for the
photo opportunity in Thailand and Japan. The display and photo opportunity would not
only give an advantage to the club in the Asian market but would also help it maintain a
cordial relationship with one of its major sponsors.
The Australian commitment would
not give substantial returns to the club's brand. The possibility of the club to make an
appearance for both the occasions has been taken into consideration but found short of
merit because it not only puts tremendous pressure on the players due to its further
commitment in Europe shortly after the break buts also increases risk of injuries.
Brand "Manchester United" is built upon the performance of the club on the pitch. Media
plays an extremely important role in maintaining and strengthening this brand across
continents. The club does not have a very big fan following in the Australasian region
and it is always sound business strategy to move from a position of strength rather than
send a team that does not have the "big names" to...