International Marketing Study Program 2001

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Manchester United Football Club, UK

11 January 2001

Today the study group travelled to the sacred turf that is Old Trafford to see "the most pioneering football club in the world", Manchester United. Our gracious host, marketing manager Peter Draper, took us around the stadium to explain in detail how the building functioned as an efficient and thriving marketing vehicle. From the VIP lounge that entertains corporate sponsors, to the stands that allow 67,000 fans to see the team in action, through to the museum that houses some of the world's most treasured football memorabilia, virtually every aspect of the club and its surroundings are designed with the aim of satisfying the needs of their various customer groups. Peter was particularly open in his explanation of the club's sponsorship program, discussing the reasoning behind choosing Vodafone as its major sponsor instead of Sharp, and the 13 year clothing sponsorship deal reached with Nike, who will replace Umbro in 2002.

Afterwards, the group was given the red carpet treatment with a tour of the players' lounge and dressing room area (unfortunately Beckham and Co. weren't lapping it up in the spa), then the opportunity to walk down the players tunnel to the edge of the pitch, which impressed everyone - even those who were not football fans. To top off the Manchester United experience we were treated to lunch at the Red Café; and for those of us who had earlier in the day became Man U fans, a spot of shopping in the Manchester United Megastore.