Manchester United missing out on Europe has huge financial implications for the future.
The 2024/25 season ended in disaster with Manchester United losing the Europa League final to Tottenham in Bilbao.
The defeat means United will have no European football next season and will miss out on the £100m-plus prize pot from qualifying for the Champions League.
Missing out on Europe also means United’s Adidas deal has been cut by £10m due to a clause in the kit manufacturer’s £900m deal.
United’s commercial value has naturally declined without a European audience watching next season.
Photo by Alex Caparros - UEFA/UEFA via Getty Images
Photo by Alex Caparros – UEFA/UEFA via Getty Images
United have struggled over the past decade but the club has always been a powerhouse when it comes to commercial revenue.
Chart depicting Manchester United's commercial income compared to the other 'Big Six' teams, with United in Focus logo
Manchester United commercial income vs Big Six Credit: Adam Williams/United in Focus/GRV Media
Manchester United will always be a global brand, but the lack of on-pitch success has dented the value that sponsors are willing to pay.
As per TheSponsor, the fair market value of United’s front-of-shirt sponsor has dropped from £64.5m in 2024 to just £51.1m in 2025.
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Any sponsorship agreements struck by Premier League clubs must be around fair market value under the new associated party transaction rules.
If United were looking for a new front-of-shirt sponsorship this summer, the above report suggests that the club may only manage a £51m per season deal.
However, Ineos won’t have to worry about that after striking a £60m per season deal with Snapdragon.
Snapdragon became United’s front-of-shirt sponsor at the start of the 2024/25 season, and as per The Athletic, they triggered a two-year contract extension meaning the deal is valid until 2029.
United CEO Omar Berrada met with Snapdragon chief marketing officer Don McGuire in Los Angeles before the decision was made to extend the deal.
READ MORE: Why Man United players have a different shirt sponsorship for West Ham clash
In total, United are set to bank around $375m (£276m) from the five-year agreement.
Given that Ineos hope to win the Premier League by 2028, United’s owners will hope that the club’s sponsorship value recovers before having to negotiate a new deal.