Executive Summary
Football is a religion and Manchester United is the preacher of this religion. It has a cult
following of over 50 million all over the world. The fan base spans several generations.
Manchester United is just not a football club that aims at winning matches on the pitch
but is an extremely well organized corporate entity that believes in exploiting its brand all
over the globe. The club has been through many ups and downs during its existence over
100 years but it has been able to create a very sound "emotional base" (Schupbach L,
IMD, 2003, pg 1).
…
