Kieran Maguire: Man United have agreed ‘absolutely critical’ deal amid £258m reveal
It is ‘absolutely critical’ Man United appoint a new partnerships director as the club’s commercial income has ‘flatlined.’
That is the view of finance expert Kieran Maguire, who spoke exclusively to Football Insider about United’s latest boardroom addition.
The Red Devils have appointed former Real Madrid head of partnerships strategy Kendall Crean as a new partnerships director, according to SportBusiness.
Crean will be tasked with improving the club’s commercial output and reporting to the club’s director of alliances and partnerships.
United recorded commercial revenue of £257.8m in their latest financial report for 2022.
The club’s financial performance saw them place fourth in the 2023 Deloitte Money League, behind rivals Liverpool.
Maguire believes Crean has been brought in to address United’s commercial income from plateauing after their £258m revenue last year.
“This is an absolutely critical appointment because if we look at Man United’s commercial income – since 2016 it has flatlined,” Maguire told Football Insider.
“It was £268m in 2016, it was £258 in 2022.
“This is despite the fact that the club now has additional opportunities to market and commercialise the club such as sleeve sponsorship.
“I think what we have seen at Man United is that Ed Woodward’s famous quote – ‘this club does not need to win football matches to be commercially successful’ – has been proved to be inaccurate.
“The appointment of Crean is important because if Erik ten Hag does return Man United to their former glory, then they need an astute individual to make sure commercial deals are benefiting the club as much as possible.“
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