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If United had done better on the pitch, would they have done better off it?

What is the relative importance of one pitch and off pitch performance in relation to Manchester United? Where next for United?

The authors note, 'Despite MUFC topping the revenue charts, showing excellent growth since 2000, its growth in commercial value has been non-existent since 2016, increasing by a modest £8m in two years. With broadcasting revenue being distributed fairly equally (and fixed by broadcasters) and ticket revenue determined by stadium capacity, commercial revenue is the only way a club can really pull away from its competitors in monetary terms.'

Had United had better recent performances, they might have been able to extract even more from sponsors. But they have been smart in tying them down to long term contracts.

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