Kieran Maguire: 'Clever' Man United bank windfall as 'upgrade' secured
The Man United commercial department deserve credit for their use of a tiered sponsorship system.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about United's expanded relationship with Therabody.
The Red Devils first partnered with the wellness brand several years, and they announced on Wednesday (7 September) that they had now begun a global partnership.
The multi-year agreement will see the club further implement Therabody products in their day-to-day operations at Carrington.
The California-based company will also be entitled to increased brand exposure at Old Trafford and across the club's digital channels.
Maguire explains how a tiered sponsorship system works well for both parties.
"The upgrade does indicate that this is a good way of developing a relationship with an existing sponsor," he told Football Insider's Adam Williams.
"It allows both parties to see that there are benefits. From the sponsor's point of view, that could come in the form of increased awareness and therefore increased sales.
"From United's point of view, it ensures there is no reputational damage associated with the sponsor.
"It's a clever way of doing things. The tiered approach allows them to go to the next step, bringing increased revenue for the club."
United raked in £232million in sponsorship and merchandising income in 2020-21, the last financial year on record.
That figure represented a £47m decrease on the previous annum as the income stream was heavily impacted by the pandemic.