Finance guru: Man United to 'break new ground' as 'headhunting' mission complete
Man United can “break new ground” in the commercial department by hiring the best professionals to harness the power of data.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the latest additions to the Red Devils’ behind-the-scenes team.
Adweek reported on Monday (5 September) that United have added Matt McKie and Ellie Norman to their commercial department.
McKie joins from the International Olympic Committee’s global marketing department and will be the club’s new head of consumer marketing.
Norman meanwhile, the club’s new chief communications officer, last worked as global director of marketing and communications for Formula One.
United’s commercial income fell by almost £50million to £222m in 2020-21, the last financial year on record.
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That was due in large part to the pandemic, but their cause has not been helped by declining sporting performance.
Plumley claims that, with football making strides in high-tech industries such as the metaverse and web3, the club are right to bring in new blood behind the scenes.
“These are really significant roles,” the Sheffield Hallam University expert told Football Insider’s Adam Williams.
“There is increased pressure at United given the situation around the owners and the fan rhetoric.
“It’s really important. It’s going to become even more important as we move into new spaces with the digital transformation of professional team sports. That’s where they can break new ground.
“Headhunting and people coming in from different sports and non-sporting backgrounds show some good initiative and is the right way to move forward.“