Good Sport

Olson, Eric M.; Slater, Stanley F.; Cooper, Rachel D.; Reddy, Venkat
January 2006
Marketing Management;Jan/Feb2006, Vol. 15 Issue 1, p14
The article focuses on the marketing management approaches of soccer team Manchester United Football Club. The sports franchise that has a market value of roughly $1.5 billion has reported profits of £58.3 million on sales of £169 million for the 2004 fiscal year. Mobile-phone service revenue is generated through commercial relationships with crucial strategic partners Vodafone telecommunications and Nike athletics. The article presents few options that will most likely provide substantial revenue increases for the team, including the increase of ticket prices and the expansion of its non-soccer events such as rock concerts. It offers information on the customer relationship-management database developed by the team to address brand challenges.


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