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The core strength of Manchester United's global brand is often attributed to Matt Busby's rebuilding of the team and subsequent success following the Munich air disaster, which drew worldwide acclaim.[99] The "iconic" team included Bobby Charlton and Nobby Stiles (members of England's World Cup winning team), Denis Law and George Best. The attacking style of play adopted by this team (in contrast to the defensive-minded "catenaccio" approach favoured by the leading Italian teams of the era) "captured the imagination of the English footballing public".[110] Busby's team also became associated with the liberalisation of Western society during the 1960s; George Best, known as the "fifth Beatle" for his iconic haircut, was the first footballer to significantly develop an off-the-field media profile.[110]
As the second English football club to float on the London Stock Exchange in 1991, the club raised significant capital, with which it further developed its commercial strategy. The club's focus on commercial and sporting success brought significant profits in an industry often characterised by chronic losses.[111] The strength of the Manchester United brand was bolstered by intense off-the-field media attention to individual players, most notably David Beckham (who quickly developed his own global brand). This attention often generates greater interest in on-the-field activities, and hence generates sponsorship opportunities – the value of which is driven by television exposure.[112] During his time with the club, Beckham's popularity across Asia was integral to the club's commercial success in that part of the world.
The core strength of Manchester United's global brand is often attributed to Matt Busby's rebuilding of the team and subsequent success following the Munich air disaster, which drew worldwide acclaim.[99] The "iconic" team included Bobby Charlton and Nobby Stiles (members of England's World Cup winning team), Denis Law and George Best. The attacking style of play adopted by this team (in contrast to the defensive-minded "catenaccio" approach favoured by the leading Italian teams of the era) "captured the imagination of the English footballing public".[110] Busby's team also became associated with the liberalisation of Western society during the 1960s; George Best, known as the "fifth Beatle" for his iconic haircut, was the first footballer to significantly develop an off-the-field media profile.[110]
As the second English football club to float on the London Stock Exchange in 1991, the club raised significant capital, with which it further developed its commercial strategy. The club's focus on commercial and sporting success brought significant profits in an industry often characterised by chronic losses.[111] The strength of the Manchester United brand was bolstered by intense off-the-field media attention to individual players, most notably David Beckham (who quickly developed his own global brand). This attention often generates greater interest in on-the-field activities, and hence generates sponsorship opportunities – the value of which is driven by television exposure.[112] During his time with the club, Beckham's popularity across Asia was integral to the club's commercial success in that part of the world.
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Sebagai kedua klub sepakbola Inggris untuk mengapung di London Stock Exchange pada tahun 1991, klub mengangkat modal yang signifikan, dengan yang lebih dikembangkan strategi komersial. Fokus klub pada keberhasilan komersial dan olahraga membawa keuntungan yang signifikan dalam industri sering ditandai dengan kerugian kronis. [111] Kekuatan merek Manchester United itu didukung oleh intens perhatian media off-the-lapangan untuk individu pemain, terutama David Beckham ( yang dengan cepat mengembangkan merek global yang sendiri). Perhatian ini sering menghasilkan bunga yang lebih besar dalam kegiatan on-the-lapangan, dan karenanya menghasilkan kesempatan sponsor -. Nilai yang didorong oleh paparan televisi [112] Selama waktunya dengan klub, popularitas Beckham di Asia adalah integral komersial klub Keberhasilan di bagian dunia.