The Stunning Collapse of the Premier League’s Most Successful Club
Manchester United’s commercial empire turned the club into a winning machine. Now the club is losing money off the pitch and can hardly win a game on it.
3 min
There was a time in European soccer when Manchester United was known as one of the smartest spenders in the game.
The club’s massive commercial empire allowed it to pay sky-high salaries, outbid rivals for talent, and turn over its squad often enough and cleverly enough to build several different dynasties. The approach was costly, but the club left no doubt that it worked.
These days, United is learning the hard way that losing can be just as expensive.
The crisis at the club runs so deep that it’s taking emergency measures everywhere it can to cut costs, despite record investment. It was less than two years ago that British petrochemicals billionaire Jim Ratcliffe paid $1.3 billion for a 25% stake in United, which he has since increased to 29%, on top of a $300 million injection of cash.
Since then, results have only gone backwards. The club has continued a streak of losing money every year since 2019. The squad is so thin that a sudden rash of injuries has left it desperately short of senior players. And United currently languishes in 14th place in the English Premier League after a 1-1 draw against Arsenal.
A midseason coaching change cost United around $28 million to pull off, according to the club’s accounts. Some $13.5 million went to previous manager Erik ten Hag and his coaching staff in severance, while the cost of bringing in Ruben Amorim and his assistants from Sporting Lisbon hit $14.5 million.
And while money goes out for correcting course on the pitch, the club is trying to find ways to save cash away from it. Last month, United announced around 200 layoffs, beyond the 250 jobs it had already cut in 2024. The club also announced plans to close its staff cafeteria and ended its policy of serving free lunches to non-players at the practice facility.
“This cannot continue,” United CEO Omar Berrada said. “These hard choices are necessary to put the club back on a stable financial footing.”
The quickest way for a club of United’s standing to do that is to qualify for the richest annual event in club soccer, the Champions League. Simply showing up for the tournament this season was worth $20 million, with bonuses paid for each draw or victory. A trip to the quarterfinals adds another $25 million, while the team that wins the whole thing could rake in more than $80 million.
But United is nowhere near a Champions League qualifying berth for next season. Its only path back into the elite would be winning this season’s Europa League, which looks far-fetched—the club is currently tied in its round-of-16 matchup against Spain’s Real Sociedad.
“If you have a football team that is playing well and are winning games then, in a certain way, it’s easier for the fans and for everybody to feel those changes,” head coach Ruben Amorim said of the restructuring at United.
Things have devolved so far that one United supporters’ group is organizing a protest outside Old Trafford ahead of Sunday’s home game against Arsenal, because it believes the club is “slowly dying.”
“For everyone in our club, it is a tough moment,” Amorim said. “People have the right to protest.”
The last time United finished outside the top 10 in England’s top tier was the 1989-90 season. Back then the creaking club was also racked by injuries and lost more games than it won, but stood by its embattled manager while fans clamored for him to be fired. Only a narrow victory in the FA Cup kept him in place. If it’s any consolation to United supporters 35 years later, that manager’s name was Alex Ferguson. He went on to turn Manchester United into one of the most successful clubs of the modern era.
These days, however, the club seems farther away from a revival than ever. The club that prided itself on its relentless goal scoring under Ferguson has netted fewer goals than 14 other teams. It hasn’t won back-to-back games in the Premier League all season. And Amorim has openly questioned the effort of some of his players.
“You can’t be at 99% every day because then you lose games against the teams that are in the Premier League,” United defender Matthijs de Ligt said. “In a lot of games, we haven’t been good enough.”
What United doesn’t seem to know is how to fix it. Amorim has defended the team’s style of play and reshuffled his squad in the hopes that there is enough cash on hand to bring in reinforcements this summer.
“But sometimes it’s a lack of results and you have to win games,” Amorim said. “I know the consequences when you don’t win.”
Write to Joshua Robinson at Joshua.Robinson@wsj.com
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With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.
2 min
A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.
The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.
The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.
GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.
“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.
The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.
Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.
According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.
“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”
The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.
Hunt said consumer brands offered a level of tangibility that many investors found appealing.
“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”
The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.
With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.
For more information, contact marc@kanerbridge.com.au
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