Do Manchester United fans need to push for more change?

Despite the issues with Mourinho, his tactics, or supposed rows with the players, what can the fans do to influence change?

Change is self-evidently needed at the club, which stands as the biggest footballing institution in England, and the United Kingdom at large. There are others who certainly meet that bill of course - Liverpool, Arsenal, Chelsea, Everton, Aston Villa, Celtic, Rangers, etc. but United is the biggest of them all.

Since Sir Alex Ferguson retired, it's also clear the club lacked a defined path and strategy. It has attained success since 2013 though, via the 2016 FA Cup, and 2017 League Cup and Europa League.

However, all clubs have one key grouping that they cannot live without. And who sponsors, kit makers, or TV companies, ultimately rely on - fans. Kit makers need fans to buy kits. Sky Sports and BT Sport wouldn't pay as much as they do for TV rights if there wasn't the associated fan interest.

Adidas pay United top money for nothing - it's fans that sustain this spending ultimately via shirt sales

Fans don't only buy tickets, or food at games - or programmes for that matter. They buy TV subscriptions, replica kits, and many other things that financially sustain football clubs. Football clubs' highest duties are, arguably, to keep fans happy - at any cost.

Manchester United typically have the most games shown by both Sky and BT Sport, largely because their fanbase is the largest - this shows again the importance fans hold in revenue generation.

So what can fans, as a major stakeholder in any football club, do to promote change?

Are there examples from other clubs that United fans can look on, or draw from?

What methods of fan action can actually work?

And how is progress actually measured?

How can the board be encouraged to change, and provide what's required to progress?

All businesses need to keep their key stakeholders content. Fans are not like customers of other industries, but then clubs cannot exist without them. Clubs are thus responsive to them, and they hold the power to exercise change when needed.

There was a banner over Turf Moor at the game vs. Burnley - but is it enough? The fans are recognising it, though at the moment it's pretty piecemeal.

The current issues at Manchester United are both comical and bemusing to many outside of the club. It's clear that a critical crack has existed in the club since 2013, and it's pretty much time it needed resolving.

Without a rapid change, Manchester United may not win a league title before Liverpool, Arsenal, or Chelsea, or Manchester City does. During the 1999 Treble, Tottenham Hotspur was a mid-table club.

For now, they are regularly finishing above Manchester United, and have been close to winning the league since 2013. For a club of Man United's success, history, and heritage, this is unacceptable.

It's self-evident that something needs to give - and it could be that the fans can help nudge things to a better future.

# DON'T ATTEND

Last season, the Emirates saw empty seats as a mark of protest from the fans

This is easier said than done.

Fans are not like customers of a retail chain. Yes, there is loyalty for all businesses in some regards. However, few hold loyalty to Tesco, Sainsbury's, or ASDA (as big UK retail chains) akin to following a football club.

Not attending games can be difficult for this reason, though sometimes it may be required for the betterment of the club. Following a club is a passion and a lifestyle and not a consumer choice. Fellow PL club Arsenal saw numerous games last season with empty seats at the Emirates.

This was in part to protest the end of the Wenger tenure, and this arguably precipitated his departure.

It also signalled a message to sponsors, and other current and future stakeholders, regarding investing in the club. It's possible that owner Stan Kroenke saw this and facilitated Wenger's departure. Who knows?

But United prides itself on being a revenue-generating organisation, based on its brand, history, and scope. If their core aim was hurt, then it could make them take notice.

United fans need to do similar if only to push for change, which is vitally needed at their club.

# VISIBLE PROTEST

Newcastle fans have voiced their opinions against Mike Ashley

In the 2016/17 season, Arsenal fans again held numerous protests concerning the team's woes under former manager Arsene Wenger.

This didn't work off the bat, namely since after their FA Cup win vs. Chelsea, he was granted a new contract. However, he did go at the end of 17/18, and this fostered a new era at the club, with Unai Emery as the current head coach.

Did the protests help get Wenger out, eventually? Possibly. They certainly brought attention to the issue at hand and altered the media, fellow Gooners, and the footballing world, of the angst at amongst the fans.

Newcastle United owner, Mike Ashley, is naturally not very popular amongst Toon fans. But they make their voices heard, to bring awareness to the club's plight. There have been many actions outside Ashley's store Sports Direct

It's often said, "be the change one wants to see". Essentially, taking initiative and forcing change can often help.

# OTHER CLUBS' EXPERIENCES

Many clubs have held issues with their owners lately.

From Liverpool to Charlton Athletic, there have been numerous protests concerning perceived poor club management.

West Ham fans have gone down a similar path

Coventry City and West Ham United are further examples, and Blaming Mourinho, the players, or bad tactics/dull football is one thing.

But it's possible that the fans need to think of more proactive ways to encourage change at their football club.

The owners/board are the key constant at Man United since 2013 and Sir Alex's retirement. And without them changing their ways, nothing will change on the pitch, ultimately. The issue is not so much the specific managers. It's the overall structure of the club.

But they are comfortable. They don't need to change - and only will if it's in their interest. Manchester United's revenues in 2018 were the highest of any club in the world. So the incentive for change is slim.

Bringing attention to this can spur on change, and thus get Manchester United - as the biggest footballing institution in the United Kingdom - back to the top.

Edited by Debjyoti Samanta