United's outsized gravitational pull appears to do strange things to marketing executives - their commercial team are unmatched
should not take too long to decide. Whoever won it last month can probably cross the office and hand it to their successor, as, once again, there appears to be only one team in it: the commercial team.
The first, announced at the end of July, was the early renewal of the club’s official kit-supplier agreement with Adidas, a 10-year deal worth at least £900million . “The deal between Qualcomm and Manchester United shows the enduring appeal of Manchester United as one of the world’s biggest clubs and the strength of their major piece of sponsorship inventory, despite the relative lack of success in recent years,” answers Conrad Wiacek, the head of sport analysis at consultancy firm GlobalData.
TeamViewer, however, is ending that relationship two years early after a major shareholder told the board to “rapidly disengage from this mess”, describing the decision to sponsor United as “appalling judgment”. As is standard in such deals, Nike had a clause in the contract which meant it could match the best deal United’s commercial wizards could find in the market when they started to make polite inquiries in 2014. When United told Nike that Adidas was willing to give them £75million a season for 10 years, some say they could hear the laughter from their base in the U.S. state of Oregon almost 5,000 miles away in Manchester.
“So, not a huge amount of market tension but United are the best at this and they know it comes down to where these two fierce rivals want to place their chips. United will have done a huge amount of research to prove to Adidas that they really need to put those chips on them.”
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