Manchester United's marketing department are facing one of their biggest challenges in decades following the Reds' dip in prominence since Sir Alex Ferguson's departure. I am 25 years old and growing up in Derbyshire every primary and secondary school year group had a handful of United fans in it despite being surrounded by a smorgasbord of Football League and at times Premier League clubs. Why was this? Well, it was thanks to the legacy of dominance Ferguson had presided over.
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United were the team to beat and kids found this appealing. Returning to my old primary school a couple of months ago though, it was interesting to see how times have changed. Now, youngsters are choosing Manchester City as their club of choice thanks to the Blues' star quality of Pep Guardiola, Erling Haaland and Jack Grealish. Children are fickle and it no longer matters who their parents support, they are going to follow the glory.
But it is not just in British playgrounds where the battle is being lost. The game is more global than ever before and United still want to be a huge presence in the United States, hence the pre-season tour of America. However, the Reds are beginning to be left behind thanks to their lack of success on the pitch. Once again City remain an important figure Stateside as well as Liverpool thanks to their sporting prowess but there is another way to capture that market, using the glitz and glammer of celebrities.
This past 12 months, Taylor Swift has done wonders for the Kansas City Chiefs in the NFL thanks to her support for her boyfriend Travis Kelce. While the incessant coverage of Swift at matches has not been to every die-hard fan's taste, it has meant big business for American football. As we enter the new era at United under Sir Jim Ratcliffe, there is hope the Reds will attempt to try new methods to grow their fanbase. The opportunities surrounding Styles are endless.
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From fashion collaborations to partnerships with the likes of David Beckham, United and Styles surely have the popularity to replicate the Swift effect. For once, United need to seize the moment and go all in on this big influencer in the younger demographics while Erik ten Hag attempts to revitalise the club's form on the pitch.
