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SBD Global/November 16, 2012/Marketing and Sponsorship
Manchester United Seeking To 'Dramatically' Increase Value Of Kit Deal With Nike
Published November 16, 2012
SEEKING FAIR DEAL: In London, Ian Herbert wrote, "When the present deal was negotiated in '02, United were a publicly floated company and preferred to take as much risk as possible away from any sponsorship tie-up." It meant a profit-share arrangement was "put in place which ensured United received only a proportion of the cash generated from worldwide shirt sales in exchange for a guaranteed sum" (INDEPENDENT, 11/15). The MANCHESTER EVENING NEWS reported in July ManU revealed a "staggering" £357M ($566M) deal with General Motors for the Chevrolet logo to be worn on its shirts for seven seasons beginning in '14. That figure prompted ManU to buy-out the present deal with logistics company DHL for the club's training kit. ManU believed that there is "a lot of money to make." Woodward said, "The planning on DHL started post-GM deal. We are always monitoring the value of our rights. We can improve the amount, duration and rights-package about that deal." He added the U.S. was the "next natural place" for the club to open a regional center given that just as many supporters watch United live there as do in the U.K. (MANCHESTER EVENING NEWS, 11/15).