On-field success continues to mask overriding problems

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A number of weeks ago Joel Glazer, one of the influential sons of American tycoon Malcolm Glazer, walked past a packed away end in Stamford Bridge which contained over 2,000 boisterous Manchester United fans. It is a move that Joel will think twice about repeating in future. He received a torrent of abuse from hard core Manchester United fans that are unrelenting in their insistence to oust the current regime. This is a regime which has continually extracted money directly from the clubs account to foster their personal debt and ambition. In fact it is perhaps only United’s on field success which is preventing a mass outcry to exile the owners permanently. Last night Manchester United reached their 3rd Champions League final in 4 seasons, and are currently in pole position to win the Premiership title which will see them become the most successful domestic club in England. However the facts remain that through the Glazers ownership and particularly the last 3 years, United have been surviving an a shoe string budget. A shoe string budget at least for a club which sits atop Forbes richest sporting franchises.

With the aggro which is being contained by the on-field success palpable, The Glazer family have now hired a PR firm to help readjust the image which the family is blemished with. Their current image is not helped by the fact that they are rarely seen at matches and have never made an attempt to interact with the fans. In fact it is the lack of clarity in their actions which has arguably angered United fans most. The Glazer family, owners since 2005 are only occasionally seen at matches, have intensely kept themselves away from the media glare, and regularly give out only basic financial information about how the club is run. Perhaps this new PR approach may involve finally assuring fans of the clubs direction and ensuring them that the club is not merely a cash cow which will be milked for all its worth.

Surely any half decent PR firm will encourage the Glazers to freeze ticket prices for the coming season and maybe even lower season ticket prices. Indeed, the evidence supports a rise in prices at Old Trafford this summer, backed by another aggressive marketing campaign aimed at selling season tickets. Already, the club has marketed its non-existence ‘season ticket waiting list’. While the list is nothing more than an email marketing database – offering no priority tickets to supporters who sign up – there is also no shame within the regime about using every available tactic to sell tickets. After all, how can there be a waiting list when United failed to sell all available season tickets last summer?

Still, the question for the regime is whether it feels the need to pacify United’s supporters with price cuts and star names, or not. History points to another summer of promises over money available for transfer spend spending; and misleading statements that United is a club built on ‘making stars, not buying them.’ Andy Green, a Manchester United blogger, said: “The Glazer family have spent six years not answering supporters’ questions about the debt burden and have been totally silent about the dividend rights they secured over United’s cash. Given that track record fans are unlikely to be impressed by the hiring of a new spin doctor.”