Sir Jim Ratcliffe isn't kidding when he says he wants Manchester United to be the best team in the world again. It is far easier said than done though. United not only have work to do on the pitch, but they also have to change their reputation off it, from a team synonymous with recent failure to one renowned for success
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You only have to take a look at their provisional pre-season plans to see why regaining market control in North America is such an important part of their plans. United are planning to return to the United States for their pre-season tour this summer, with the suggestion they will face both Liverpool and Arsenal in friendly fixtures that are not part of a wider Premier League tournament.
It was not long ago that United were the most popular English side in the US. While the club might argue that they still are when using their own metrics, recent TV viewing figures tell the true story. United were ranked as the third 'most popular' football team in the States last year with Real Madrid fourth. Only the American national teams for men and women were higher. No other English clubs were in the top seven overall, yet there is clearly a shift in power.
If you filter the votes by age demographic, United drop to fifth for Generation X, behind Real and Barcelona, and Millennials rank them as popular as Manchester City. They could soon be behind them. Then there are the viewing figures, a more reliable gauge than judging a 'fan' as someone who simply follows you on social media or is even just aware of your existence. The Premier League recently surpassed Liga MX as the most popular league in the United States, but United are not the most popular club to watch.
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Conquering America
Every game was sold out during the last trip to America, though that is possibly an indication of the legacy fanbase they have cultivated and the opponents they faced rather than encouragement that they are still the team to watch. The fact United are heading back so soon tells you all you need to know about how important growth is in that market, particularly with the North American World Cup now just two years away. United want to conquer the world themselves.
