The Stunning Collapse of the Premier League’s Most Successful Club

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

The boom in casual footware ushered in by the pandemic has ended, a potential problem for companies such as Adidas that benefited from the shift to less formal clothing, Bank of America says.

The casual footwear business has been on the ropes since mid-2023 as people began returning to office.

Analyst Thierry Cota wrote that while most downcycles have lasted one to two years over the past two decades or so, the current one is different.

It “shows no sign of abating” and there is “no turning point in sight,” he said.

Adidas and Nike alone account for almost 60% of revenue in the casual footwear industry, Cota estimated, so the sector’s slower growth could be especially painful for them as opposed to brands that have a stronger performance-shoe segment. Adidas may just have it worse than Nike.

Cota downgraded Adidas stock to Underperform from Buy on Tuesday and slashed his target for the stock price to €160 (about $187) from €213. He doesn’t have a rating for Nike stock.

Shares of Adidas listed on the German stock exchange fell 4.5% Tuesday to €162.25. Nike stock was down 1.2%.

Adidas didn’t immediately respond to a request for comment.

Cota sees trouble for Adidas both in the short and long term.

Adidas’ lifestyle segment, which includes the Gazelles and Sambas brands, has been one of the company’s fastest-growing business, but there are signs growth is waning.

Lifestyle sales increased at a 10% annual pace in Adidas’ third quarter, down from 13% in the second quarter.

The analyst now predicts Adidas’ organic sales will grow by a 5% annual rate starting in 2027, down from his prior forecast of 7.5%.

The slower revenue growth will likewise weigh on profitability, Cota said, predicting that margins on earnings before interest and taxes will decline back toward the company’s long-term average after several quarters of outperforming. That could result in a cut to earnings per share.

Adidas stock had a rough 2025. Shares shed 33% in the past 12 months, weighed down by investor concerns over how tariffs, slowing demand, and increased competition would affect revenue growth.

Nike stock fell 9% throughout the period, reflecting both the company’s struggles with demand and optimism over a turnaround plan CEO Elliott Hill rolled out in late 2024.

Investors’ confidence has faded following Nike’s December earnings report, which suggested that a sustained recovery is still several quarters away. Just how many remains anyone’s guess.

But if Adidas’ challenges continue, as Cota believes they will, it could open up some space for Nike to claw back any market share it lost to its rival.

Investors should keep in mind, however, that the field has grown increasingly crowded in the past five years. Upstarts such as On Holding and Hoka also present a formidable challenge to the sector’s legacy brands.

Shares of On and Deckers Outdoor , Hoka’s parent company, fell 11% and 48%, respectively, in 2025, but analysts are upbeat about both companies’ fundamentals as the new year begins.

The battle of the sneakers is just getting started.

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.

The pandemic-fuelled love affair with casual footwear is fading, with Bank of America warning the downturn shows no sign of easing.