Presentation on Cult Branding for Manchester United. Made by NMIMS EMBA2013-15.

1. EMBA 13-15 Group 2:
Aakash Agarwal – 80118130001
Abhinav Ravish – 80118130061
Dhaval Shah – 80118130065
Snehal Mohapatra - 80118130041

3. Agenda
• Introduction
• History
• Vision
• Current position
• Man UTD Brand
• Achievements
• Valuation Breakdown
• Official Sponsors
• Business Model
• Strategy
• Man UTD Delivers
• Theatre of Dreams
• Man UTD Supporters club
• MUFC Mumbai
• Cult Brand
• The RED Army

4. Introduction
• One of the most popular football club in the
world.
• Highest average home attendance in Europe
• 200 officially recognized branches of the
Manchester United Supporters Club (MUSC),

5. History
Early Years (1878 – 1945)
• Formed 1878 as Newton Heath LYR F.C. by Carriage & Wagon Dept. of
Lancashire & Yorkshire Railway Depot at Newton Heath
• First Colour Green & Gold – First Recorded Match 1880
• 1888 Founding Member of “The Combination” a regional football league.
League dissolved in a season and Joined Newly formed “ Football Alliance”
which ran for 3 seasons.
• 1892 – 93 part of the first division – Independence from Rail company and
drops “LYR”. Post 2 seasons part of second division.
• 24th April 1902, Manchester United F.C. officially born under the leadership
of Ernest Mangnall.
• Oct 1927 – Death of J. H Davies – Principal Benefactor Club was almost
Bankrupt.
• Dec 1931 – James W. Gibson takes over by investing £ 2000.

6. History
Busby Years (1945 – 69)
• 1945 – Matt Busby Takes over Management of the club.
• Second place league finishes in 1947, 48 ,49 & FA CUP victory in 1948
• 1952 – First Division – First League Title in 41 Years.
• With a Team average age of 22 years – 1956 – Media title the team “The
Busby Babes”
• 1957 – the First Indian Team to Compete in the European Cup
• 6th Feb 1958 – Munich Air Disaster – Loss of 8 Players – Busby Injured, Jimmy
Murphy Takes over Management.
• 1968 – 1st English and 2nd British Team to Win the European Cup.

7. History
(1969 – 86)
• 1969 – 70 – 8th Place, 1970 – 71 – Poor Start forces Busby’s temporary
comeback.
• Bryan Robson was the captain of Manchester United for 12 years, longer than
any other playe
• 1971 – Franck O’ Farell – Manager for 18 months
• 1972 – Tommy Docherty
• 1977 Dave Sexton
• 1979 – lost to Arsenal in FA Cup Final
• 1981 – Sexton Dismissed over alleged affair with Team Physiotherapists’ Wife.
• 1981 – Ron Atkinson Takes over Management
• 1983 & 1985 – Won the FA Cup
• 1985 – 86 – 13 Wins and 2 Draws in the first 15 Matches of the League – all
time favourite, but still finished 4th Place
• Following Season – Atkinson Dismissed in November at Risk of Relegation.

8. History
Ferguson Years (1986 – 2013)
• Sir Alexander Chapman "Alex" Ferguson, CBE (born 31 December 1941) is a
former Scottish football manager and player who managed Manchester United from
1986 to 2013. His time at the club has led to Ferguson being regarded as one of the
most admired and respected managers in the history of the game
• 1990 – Historic win in the FA Cup over a replay Match (3-3 Draw) with “Crystal Palace”
Saves Ferguson’s Job
• In the 1998–99 season, Manchester United became the first team to win the Premier
League, FA Cup and UEFA Champions League – "The Treble" – in the same season.
• Manchester United won the league again in the 1999–2000 and 2000–01 seasons. The
team finished third in 2001–02, before regaining the title in 2002–03. They won
the 2003–04 FA Cup, beating Millwall 3–0 in the final at the Millennium
Stadium in Cardiff.
• On 8 May 2013, Ferguson announced that he was to retire as manager at the end of
the football season, but would remain at the club as a director and club ambassador.
The club announced the next day that Everton manager David Moyes would replace
him from 1 July, having signed a six-year contract

9. Vision
United …committed passion for success
Non-discriminatory…accessible to all
Innovative …to be ‘first to the ball’ at all times
Team oriented …working together with dedication
Excelling …to be the world-class leader
Determined …in pursuit of success whilst being accountable

10. Current
Position
Forbes List(2013)
Most Valuable Teams

11. Man UTD
Brand
-Team Value1 $3,165 M (£2,018 M) as per April 2013
-Domestic Leaque Championships:19
-Revenue: $502 M (£320 M)
-Operating Income2 : $144.0 M (£92 M)
-Debt/Value3 : 18%
-Match Day: $878 M
-Broadcasting: $925 M
-Commercial: $930 M

12. Achievements

13. Valuation
Breakdown

14. Official
Sponsors

15. Business
Model
• Commercial – Sponsorship, Retail, Merchandising, Apparel
and Product Licensing, New Media and Mobile.
• Broadcasting – via MUTV to 54 countries.
• Match-day – Old Trafford.
• Financial/banking institution.
• Museum.
• Hospitals.
• Schools.
• Red Cafe.

16. Strategy
• Expand portfolio of global and regional sponsors.
• Further develop our retail, merchandising, apparel
& product licensing business.
• Exploit new media & mobile opportunities.
• Enhance the reach and distribution of our
broadcasting rights.
• Diversify revenue and improve margins.

17. MAN UTD
DELIVERS
• Global Reach
• Continuity
• Visibility
• Recognition
• Trust
• Respect
• Brand Consciousness
• Propensity to buy

18. Theatre
of Dreams
Capacity 75,731 seated

19. The Stadium
The statue of Sir Matt Busby, overlooking the East Stand
forecourt.
The United Trinity, a statue of Manchester United's
"holy trinity" of Best, Law and Charlton

20. Man UTD
Supporters Club
• More than 300 Clubs spanned across no less than 24
countries.
• 200 officially registered clubs.
• 659 million supporters.
• According to the team’s own data, in the 2011-2012
season, some 3 billion people in more than 56
countries tuned in to its matches.

21. MUFC
Mumbai
• It all started in July 2006 @ CCD Marine Drive
• Group of friends (Initiator- Saumil, Sunil) thought of
making a Manchester United Fan Club in mumbai, made a
community on Orkut.
• Within a week total 17 people (including me and my
group) joined the community and planned to meet for
forming a Fan Club – “First ever Fan Club in India”
• 1st Screening at Hotel Avon Ruby – 22 Attended.
– Followed with lot of meetings, Screening at sports bar, Hotel
Avon Ruby and many others.
– Started to show our presence and urged supporters to join
the club.
– Internal Football matches at Juhu with Hoardings.
– First Ever Times in 2008. – Manchester United Fan Club
Mumbai (MUFCM)
–

22. MUFC
Mumbai
• In 2009-10 – We had 4000+ supporters only in
Mumbai, targeted other cities similar clubs for
forming and joining the club.
• Few Important Facts for Journey till Manutd Café
Entered India:
• Invited Denise Ritche – Under-19 Football coach
to Mumbai.
• In Jan 2009, We had Sent Sunil Thakur to
Manchester for meeting a Fan Club Approval in
mumbai.

23. MUFC
Mumbai
• 2006 – Friends who Made a Community and had thought of to
make a Fan club
Aug 2006 - 1st Get together in Mumbai –
Hotel Avon Ruby – Dadar

24. MUFC
Mumbai
Aug 2006 - 1st Get together in Mumbai – Hotel Avon Ruby – Dadar

25. MUFC
Mumbai
Match Against Arsenal in 2009

26. MUFC
Mumbai

27. • David Beckham, Wayne Rooney, Cristiano
Ronald -- magnet for securing fans’ loyalty to
the team.
• Alex Ferguson has been a bastion of loyalty
and clear proof of how a brand can maintain a
way of working for over 20 years.
Cult Brand
Individual Brands

28. Maslow’s
Need Hierarchy
CULT BRANDS become
integral to their
customers’ lives by
linking their products and
services to higher
level needs.

29. Psyche Analysis
• Archetypes are “the forms which the instincts
assume.” by Carl Jung.
• Two sides of the same coin:
– Human Needs: Esteem
– Archetypes: Warrior

30. Brand Image
• Warrior
• Fighter
• Glory
• Pride
• Super natural
• Powerful
• Out of the world

31. Brand Portrayal

32. The “Warrior”
Image

33. “Super Powers”

34. “Super Powers”

35. “Super Powers”

36. Fans
At Old Trafford

37. The Red Army
This tattoo shows the treble trophies from the 1999 season.

38. References
• http://www.morillas.com/en/blog-en/branding-and-sport-the-case-of-manchester-united/
• http://www.slideshare.net/cultbranding.com/introduction-to-cult-branding-the-truth-
behind-customer-loyalty
http://www.slideshare.net/4uManas/cult-brands
• .http://cultbrands.net/manchester-united/
• https://www.evernote.com/shard/s222/sh/16f61645-9e6f-4694-8ef3-
a060c07b21af/30213e9420e677fb2200c343a585c0dd
• www.manutd.com/
• en.wikipedia.org/wiki/Manchester_United_F.C.
• http://www.slideshare.net/cultbranding.com/archetypal-branding-2