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Volume 24 No. 112
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Is ManU Diluting Its Brand With Too Many Sponsorship Deals?

EPL club Manchester United execs have “denied they are diluting their brand by negotiating so many sponsorship deals,” according to Simon Stone of the London INDEPENDENT. The team in the space of an hour last week “revealed agreements with Chinese duo Wahaha and China Construction Bank, then on Friday they had an Old Trafford launch for another three-year partnership with Japanese paint manufacturer Kansai Paint.” ManU in its most recent annual results to June 30 2012 “posted a 13.7% increase in commercial income” to US$185.9M. That figure “will rise this year as United marketing manager Jonathan Rigby rejects the notion that United have reached their limit.” Rigby said, "We don't see that at all. We see an increase in growth in the vibrancy of our brand.” Rigby also “does not feel United have come even close to maximising their potential.” Other soccer clubs are “starting to follow the Red Devils' lead though.” EPL club Arsenal CEO Ivan Gazidis has “spoken of his admiration for United's commercial expertise, whilst both Real Madrid and Barcelona are amongst those who seem to be embarking on the same strategy” (London INDEPENDENT, 1/24).