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SBD Global/April 10, 2013/Marketing and Sponsorship

Manchester United Enhances Its Lead In Global Branding With New Aon Deal

Manchester United's new deal with Aon has set it apart from its rivals.
ManU enhanced its chances of reclaiming its position as "the highest-earning side in the world" with an eight-year deal worth almost £19.6M ($30M) a year, through which Aon will sponsor the Carrington training ground, according to Ian Herbert of the London INDEPENDENT. Aon’s "willingness to strike a new deal" with ManU "sets the club on track" toward the £425M ($652M) annual revenue figure which Real Madrid became the first sports club to burst through, last year. The exchange rate, increasing the value of euros relative to sterling, "is the one factor which makes United’s pursuit of half a billion euros a year a tall order.'' The scale of deals, such as Aon "has exploded," under owners the Glazer family and Exec Vice-Chair Ed Woodward. Beneath the headline sponsorships "is a panoply of smaller deals involving scooter, soft drink, telecoms and even paint firms." ManU has opened an office in Hong Kong; a presence for the club on the east coast of the U.S. is planned, and "there could be more in Asia, Africa and/or the Middle East." The club’s challenge is "installing enough of the right calibre staff to secure and drive through these deals," which carry a 70% margin (INDEPENDENT, 4/9)
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