Manchester United’s on-field performances are beginning to have an impact on the club’s global brand.
Over the past decade, Manchester United has relied on its past success to retain its status as one of football’s biggest names.
However, this could be drawing to a close if the club cannot turn things around next season.
Despite registering a profit for the previous fiscal quarter, the 15th-place finish in the 2024-25 Premier League campaign is affecting the valuation.
Chart showing recorded revenue and projections for Manchester United, with United in Focus logo
Man United revenue projections Credit: Adam Williams/United in Focus/GRV Media
United remain one of the world’s most valuable clubs, however, things need to improve in order for this to remain the case beyond this season.
One area that could be impacted is in terms of the sponsorship deals, with United’s current shirt sponsor deal overvalued by £9m, with Snapdragon locked into the terms originally agreed to, running until 2029.
This gives United leeway, but with the impending new stadium and sponsorship deals around this, Ineos will want to see value restored sooner rather than later.
Photo by Ash Donelon/Manchester United via Getty Images
Photo by Ash Donelon/Manchester United via Getty Images
It was according to The Sponsor that United’s front-of-shirt sponsor was overvalued, and now, finance expert Adam Williams has suggested what this could mean for the future and potential naming rights deals over the new 100,000-seater stadium, which is in the works right now ahead of the planned 2030 opening.
More United News
“Ultimately, ‘value’ is a subjective term, but there’s no doubt that United are going to have less leverage with partners if they continue to nosedive on the pitch.
“It’s not just the fact that they don’t have European football and the exposure that comes with it, though that is the single biggest factor. It’s also to do with the atmosphere around the club, how favourably or otherwise they are talked about in the press or among fans. That’s all part of the intangible ‘brand’.
“At the moment, United are dining out on the brand that the relentless culture of winning under Sir Alex Ferguson helped establish. But that’s not going to last forever. Eventually, it will get to a point where sponsors aren’t prepared to pay at the same price point anymore. We’re not there yet, but it’s a threat.
“Given that United may well be entering negotiations with a stadium naming rights partner at some point, that will be an issue unless they can sort themselves out. Yes, a naming rights partner is going to pay based on the long-term potential of the club, not just the last few campaigns, but the timing and circumstances in which you launch a partnership like that is central to its value. That’s when you get the biggest brand awareness spike. And in any case, it’s been over a decade since they last won the league. It’s not a short-term blip.
“Snapdragon were linked with a naming rights deal of course and, while I don’t think they are going to be frightened off by results on the pitch in 2024-25, it could move the needle in negotiations if they are still in this slump when the time comes to do a naming rights deal, if indeed they choose to go down that route.”
Regarding naming rights for the new stadium, United could receive as much as £300m, although it would be a controversial move by the club.
United are hoping to play the 2030-31 season in the new stadium, with work anticipated to commence this calendar year. By the time the stadium is built, the club will hope that sponsorship values are of no concern.
Manchester United will hope to be in a far better place when negotiations reopen
United finally turned a profit over the past financial quarter, with Omar Berrada playing a key role after making some very tough decisions financially over the past year.
🗣️ "It's been a difficult season"
Man Utd CEO Omar Berrada has said the men's team standards were far below what's required and must improve next season 🔴 pic.twitter.com/JTRFSoODzA
— Sky Sports News (@SkySportsNews) June 6, 2025
View Tweet
These calls have seen Ineos slash over 400 jobs, which has not sat well with the fanbase or other staff members, with Sir Jim Ratcliffe being booed at a staff event.
However, this was all explained by Ratcliffe as a necessary evil to get the club back in the green, before things can be reassessed, which might begin in the near future now that profit has been turned.
By the time renegotiation arrives, the deal might be worth more than the current £360m-per-season with Ineos hoping to challenge for the Premier League title by 2028.
United are well placed right now, but the sponsorship situation just shows how important on-pitch improvements are for Ineos.