Manchester United's Indo - Asian Strategy

United claims they have 325 million supporters in Asia with more than 10 million Indian supporters. David Gill, currently the chief executive, had commented in 2008 that the market in India is huge and they had an offer to come to play in India. He, at that point of time, felt United needed to conquer the final frontier before any other football club did. India: a billion-plus population, a growing economy and a country that is astonished with the economical success of the IPL.

United entered the Indian market with the introduction of their official franchise partner Indus League Clothing Ltd in 2008. The deal between both the parties was around 5 crore. Currently, Man Utd has six stores in major metros of Mumbai, Kolkata, Delhi, Bangalore and Pune. It is also present in 32 Planet Sports, 21 Pantaloons and seven Centrals nationwide and along operating with some online stores like Myntra and Fashionara.

Secondly, Manchester United Food & Beverage (Asia) Pte Ltd had kick-started its India business with the launch of their first ever Manchester United Restaurant and Bar in 2009 with their first Restaurant and Bar in Mumbai. This project was evaluated and conceptualized by Total Sports Asia, Asia’s leading sports marketing firm. This venture marks Manchester United’s first foray into India in terms of branded cafes and restaurants. By 2012, 8 such outlets have opened in the major cites like Delhi-NCR, Pune & Bengaluru. The Restaurant and Bar is designed with design features which include the Wall of Fame, the Dugout area and giant projector screens to screen ‘live’ telecast of soccer games and other major sporting events along with a manager dug-out.

The first ever Indian based Manchester United soccer school had started functioning since 2012 January at the Cooperage ground in Mumbai. The inauguration was done on 13th Jan 2012 by Gary Neville. Denis Irwin & Quinton Fortune give training along with the head coach Chris O’Brien. Head coach of the Manchester United Soccer School, Chris O’Brien, had told in a media conference that the school would train the children in exactly the same way as Manchester United Academy does in its home base in the UK and the theme is to ‘Learn to play the United Way’.

United also tied up with the Indian leading and global telecommunications company in 2010 announced an exclusive partnership and signed a four-year partnership agreement. The partnership is a first of its kind signed between Bharti Airtel and Manchester United in the African continent.

The other brand building activities which took place in Asia are:

• South-east Asian tour in 2001
• South Korean Park Ji-sung bought by club in 2005 to facilitate the increase in merchandise sale (Highly debatable- Park disproved the critics by saying he was selected because of his football capabilities)
• Web-Promotions: Half of the 325 mn fans on the Manchester United Asian Facebook page

While soccer has been around in Asia for a long time, demand for the sport has been revitalized with the strategy adopted by the English Champions.