United’s brand value doubles under Glazers, says consultant

THE value of Manchester United’s brand has more than doubled under the six-year stewardship of the Glazer family, according to a London-based branding consultancy.

Analysis from Brand Finance states that the club’s brand value has grown from £197m in 2005, to £412m in 2011.

The consultancy argues that United’s brand now represents more than 20% of the mooted IPO valuation of £2bn, which would be a 250% uplift in value on the family’s £790m purchase price.

Brand Finance said that the Glazer family has used its marketing experience in the NFL and adopted best practice in the sector to boost its financial performance.

It said the club now has more than 20 global partners paying £110m a year to be affiliated with the club and pointed to its recent deal with DHL, which paid £40m to sponsor its training kit, as evidence of the level of desire that businesses have to be involved with the club.

Dave Chattaway, head of sports band valuation at Brand Finance, said: “Like them or hate them, it’s hard to dispute the business success story of the Glazers reign at Old Trafford.

“From the heated takeover, to Green and Gold campaign it’s not been an easy ride for the Glazers, but a successful listing will only further cement the value they have engineered.

“The proceeds will allow them to wipe out debt, retain control and provides the family with a perfect exit route from Manchester with a tidy return.”