New Manchester United chief executive Ed Woodward has come under some criticism for the club’s relative lack of activity in the transfer window, although they would claim their great success was holding on to Wayne Rooney who had evidently wanted to leave.
All the more important that Woodward secures a possible $1bn kit deal with Nike. There is time pressure on Woodward and his commercial staff because the big sports clothing companies, with whom United are now free to negotiate, generally need 18 months’ notice to deliver a new kit range.
New Manchester United chief executive Ed Woodward has come under some criticism for the club’s relative lack of activity in the transfer window, although they would claim their great success was holding on to Wayne Rooney who had evidently wanted to leave.
All the more important that Woodward secures a possible $1bn kit deal with Nike. There is time pressure on Woodward and his commercial staff because the big sports clothing companies, with whom United are now free to negotiate, generally need 18 months’ notice to deliver a new kit range.
With Puma (Arsenal), adidas (Chelsea) and Warrior (Liverpool) all investing considerable funds elsewhere in the Premier League, Nike are still strong favourites to conclude another deal. With the collateral damage they have suffered from the Lance Armstrong scandal, Nike could well be prepared to pay over the odds.
If Nike don’t do a deal, the only real rival is adidas. They don’t usually pay that kind of money and it is unlikely that they could. Adidas advertising and promotion is built around its sponsorship of the World Cup and the Olympics, a strategy now looks quite smart.
There has been a bit of a rush to judgment in the media, downplaying their chances on the pitch following the departure of Sir Alex Ferguson. Off the pitch, the change of chief executive is significant. However, the strength and sophistication of United’s marketing team is such that they are likely to be able to secure another impressive deal.