Manchester United

The capitalized history, from the 1960s to today

Authored by: Claude Boli

Routledge Handbook of Football Marketing

Print publication date:  March  2017
Online publication date:  March  2017

Print ISBN: 9781138289321
eBook ISBN: 9781315267203
Adobe ISBN: 9781351972369

10.4324/9781315267203.ch18

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Abstract

For the last 20 years, the image of the English football club Manchester United has been closely linked to the economic strength of football. Manchester United is definitely the first club in the world to transform its successes on the field into an extraordinary commercial success. The achievements of the Frenchman Eric Cantona, the Englishman David Beckham, Portugal’s Cristiano Ronaldo or the Welshman Ryan Giggs have helped to establish a successful, appealing and also glamorous reputation for the team, especially abroad.

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