Manchester United’s poor performances on the pitch have consequences, the Red Devils have been warned.
Despite the club’s worst ever Premier League season in 2024/25, Manchester United posted an impressive set of financial results.
United broke a £667 million club revenue record, but that does not mean the club is immune to the problems on the pitch.
Finance expert Kieran Maguire has warned that kit sponsors Adidas are unhappy with the club’s on-pitch results.
Adidas signed a £900 million 10-year extension in 2023, extending a partnership that began in the 2015/16 season.
Ruben Amorim, Manager of Manchester United, acknowledges the fans after his teams defeat during the Premier League match between Brentford and Manchester United at Brentford Community Stadium on September 27, 2025
Photo by Justin Setterfield/Getty Images
Kieran Maguire on Manchester United
Finance expert Kieran Maguire spoke to Beyond The Back Four to discuss Manchester United’s situation.
Maguire was asked about the financial impact of firing head coach Ruben Amorim, and responded to say that this would not be a concern to the club.
He made the point that any sum of money spent sacking Amorim would probably be recouped by an improved Premier League position gained by his successor.
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“Given that it’s £3.5m per place in the in the Premier League, it will cost them, say, £10 million to get rid of Amorim, if you move up three places, you recover that money.”
Maguire went on to say that Manchester United’s bigger problem is that sponsors Adidas are unhappy, and this could have a knock-on impact for the club.
He said: “I think the bigger issue is that Adidas aren’t very happy given that they’re paying £90m a year.
“I’ve noted that some of the other sort of sponsorship opportunities at the club are not being taken up, and that’s when you start to get a little bit twitchy.
“This is Manchester United. This is arguably the biggest club in the country, if not the biggest club in the world.
“I know Madrid would probably bristle at that comment, but they should be able with with sort of the global interest in the club, to have a queue of willing commercial partners and sponsors, and that queue is not as long as it as it once used to be.”
While acknowledging the recent financial results, Maguire pointed out that everything is not as rosy as the raw numbers may suggest.
“I mean, they did have a good year, from a commercial perspective in 24/25 with Snapdragon with Adidas coming on board, but I don’t think the sponsors are getting value for money, and that will make some others think twice.”
Manchester United had a previous deal with blockchain firm Tezos worth £24 million per year to sponsor the club’s training kit.
This deal expired in the summer and Manchester United have begun the season without a sponsor on the training kits.
The lack of sponsor represents a missed financial opportunity for United, and shows that firms and United are at odds in their valuations.
It backs up Maguire’s comments that firms may not feel they are getting value for money from United, where they agree to be tied to a prestige football club, only to become associated with woeful results.