Man United: Too big to fail? Analysis and future.

Manchester United: A Sleeping Giant with Potential to Awaken

Manchester United, a club with a glorious history, is in a moment of transition. Their match against Liverpool at Anfield on Sunday is a reminder of what could be achieved if the club regains its direction. Liverpool’s success, under the direction of the American owners of Fenway Sports Group (FSG), demonstrates the impact of strategic management and a solid scouting network and analysis. Although United is going through difficulties, just like Liverpool in the past, its return to the top of world football is only a matter of time. Inherent advantages, such as its rich history, its commercial strength, and its global fan base, position them for an inevitable resurgence.

“Manchester United only needs to achieve modest results to succeed because of its history, its commercial strength, and its worldwide fanbase,” commented a former United executive.

Former Manchester United executive

United, with its commercial potential, has the power to drive its return to the football elite. Although the sporting results have not been as expected, the club’s revenue remains impressive. The challenge of competing with Liverpool for the biggest titles seems distant at the moment. United’s title drought dates back to 2013, with their last Champions League crown in 2008. However, Liverpool’s path to success, which included the hiring of Jürgen Klopp, shows that patience and the right decisions can make a difference. The United seems trapped in a cycle of failures, with constant changes of coaches, expensive signings, and competition from teams like Liverpool and Manchester City. Despite this, the club’s financial data reveals its latent potential.

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Although United recorded losses, its annual revenue reached a record of £666.5 million ($890 million). Despite a disappointing season in 2024-25, the club achieved this revenue, surpassed only by Real Madrid, Manchester City, and Paris Saint-Germain.

The United’s ability to generate large sums off the field, even after their worst season since their relegation in 1974, demonstrates their recovery potential. Casper Stylsvig, former United commercial executive, believes in the club’s potential. “They have the strength of the brand and it’s similar to the Dallas Cowboys. They haven’t won the Super Bowl in many, many years, but they continue to strengthen as a brand and I think United will eventually achieve it.” The United’s shirt sponsorship deal with Snapdragon is for £60 million ($80.1 million) per year until 2029. Although their deal with Adidas is less lucrative than that of other clubs, the renewal for £90 million per year demonstrates United’s power. The lack of success on the field has affected United’s revenue, but the situation could change. Edward Freedman, an expert in sports brands, highlights the importance of on-field performance for commercial success. The United needs a team of stars and a professional who understands the commercial market to capitalize on its potential. Football continues to grow in markets like China and the United States, and United must seize this opportunity.

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The Future of United: A New Beginning

The United has challenges ahead, such as building a new stadium, but potential revenue from naming rights and direct-to-consumer streaming could significantly increase its revenue. Although Liverpool has demonstrated impeccable performance, United needs both aspects of its operation to work together.

“United may not have renewed or innovated adequately in recent years, with too much reluctance to change,” said Stylsvig. “But the magnitude of the figures they can produce and the way they do things is simply phenomenal. It’s a very, very big club, really one of the greats.”

Casper Stylsvig

The match against Liverpool is an opportunity for United to demonstrate their potential and begin their path back to the top. Success off the field allows the club to invest more in the team, which in turn attracts better players.