Executive Summary Football is a religion and Manchester United is the preacher of this religion. It has a cult following of over 50 million all over the world. The fan base spans several generations. Manchester United is just not a football club that aims at winning matches on the pitch but is an extremely well organized corporate entity that believes in exploiting its brand all over the globe. The club has been through many ups and …showed first 75 words of 2291 total…

…showed last 75 words of 2291 total…national team has done well in the international arena and is the centre of attention A brand as big as Manchester United looks towards building a long lasting emotional relationship with its fans. This not only generates revenue but also helps the brand to increase its fan base by "word of mouth" marketing. If the club looses the tournament it may very well loose this advantage. The clubs decision of not visiting Australia may give