The problem, however, is persuading the likes of Cristiano Ronaldo, Gareth Bale, Neymar or Thomas Müller to move to Old Trafford. All have been on chief executive Ed Woodward’s hit-list and all, so far, have proved elusive. Last week Arsène Wenger predicted the advent, very soon, of the £100 million player, but we could have had that in 2013 had Bale changed his mind about joining Real Madrid from Tottenham Hotspur and accepted United’s offer.
Likewise Neymar and Müller – although he has recently signed a long-term deal with Bayern Munich and is immovable. What is certain is that United will try again in the next transfer window to sign at least one world-class player – having decided to pay top dollar to buy young, emerging stars such as Anthony Martial last year. They now need to concentrate on bringing in the finished article. And top-class talent at that. They will narrow the focus.
United have, financially, a powerful story to tell. They already offer new recruits detailed analysis of what playing for the club can do for their individual brand and its commercial worth. They knew, for example, just how big Juan Mata’s social media profile was when he signed for £37 million from Chelsea and have encouraged it.
United also monitor things such as Facebook ‘likes’ – when Ryan Giggs took temporary charge after Moyes’s sacking there was a hugely favourable response from the club’s supporters. It was not for nothing that Woodward mentioned in his briefing to investors that United are the biggest club in the world on Weibo, China’s biggest social media network. The huge five-a-half-year deal Wayne Rooney agreed in February 2014 can also be a template for other big-name players. The striker’s base salary was slightly lower than his previous contract but grossed around £300,000 a week because he signed over his mandate for commercial deals.
The benefit for the player and club was clear: Rooney had the cash; United could better control his commercial activities. And instead of jetting around the world for photo-shoots Rooney is now asked to do, say, an hour of intense photography on a white background in a Manchester studio, wearing various kits and outfits, and then CGI-technology can make him appear as if he is in any location in the world.
The incentive for United is they get a share of the profits but also control more of what their big-name players do. They can also get the maximum out of their investment. It is a model that can be rolled out for other superstars if they are interested.
The figures for United are amazing. It is little wonder that the world of financial analysts and investors love Woodward and he certainly is cutting the most innovative commercial deals for a club that are predicted to reach earnings of £500 million a year.
The analysts Brand Finance described Woodward as “the Ronaldo of football’s commercial sphere” after he capitalised on Ferguson’s success to tap into a worldwide fanbase estimated at 659 million and now with 116 million social media followers. United’s range of sponsorship deals, and the clever way Woodward has sold various rights to different parts of the world, is unrivalled. Sponsors are still falling over themselves to be associated with the club.United are a phenomenon. Their business model is robust enough for the foreseeable future to cope with a downturn of on-field success but if this juggernaut wants to gather any more speed the team will have to become more competitive. And that is the key.
They think they need a bit more stardust as they fight to stay in the same sporting bracket as Real Madrid, Barcelona, Bayern Munich and, yes, Manchester City, who are also in the market to bring in world-class players to work with Pep Guardiola, their next head coach.
United have the money and the will. Woodward has made sure of that. The problem is, and has been for the past few years, the next part.
- Telegraph