Separated by Class – Manchester United and FC Barcelona

Moved from original site (06/22/09)

As an avid football (soccer) fan living in the USA I’ve been ostracized from the world’s game…..as such I’m destined to wake up at ungodly hours on weekends to catch European games (because let’s be honest the MLS is offensive)  all the while praying my hangover will wait patiently until later.  Sounds like quite the hobby right?  Anyways, aside from looking to gain some pity points for my exploits I want this post to communicate how differently Manchester United and FC Barcelona are in regards to branding.

An odd topic, but one that is relevant as each respective team is worth at least three or four times what you’re typical American football club is and as such are highly profitable.  Yet the two offer confounding examples of what happens when a company takes on an external identity; in this case we’ll observe how Barcelona and Manchester United cater to a global audience that is shapely divided between the two.    

Let’s begin with Barcelona who in the past year won not only the Spanish La Liga and Copa del Ray, but the Champions League (the most prestigious football title), while playing some of the most attractive football since Arsenal in 2003/2004.  Many of you may be asking what this term ‘attractive football’ means….lets relate it to an American context; attractive, or beautiful football, can best be compared to the manner that…..well there’s nothing that does compare in American sports.  Some may say the 1999 St. Louis Rams played beautiful American football due to their high powered offensive style, I personally feel the Atlanta Hawks best represent this concept but it’s truly unique to soccer as it describes visually impressive, non defense oriented football (soccer). 

This stigma has helped Barcelona capture the majority of the world’s attention; in doing so they’ve successfully branded themselves with a few other critical components.  Forefront is the large UNICEF logo plastered on their jerseys, contrary to customs UNICEF didn’t pay for this but in fact received millions from Barcelona.  This impressive philanthropy, a humble nature, an impressive record in the last few years and their unique setting in the Catalan region of Spain has differentiated Barcelona from nearly every team in the world. Combine this with the fact that they've enjoyed the brilliant football that Xavi (one of, if not my favorite player ) and Messi have distilled upon them, the later two being arguable the two best football players to play on one team in the past 5 years (pictured below).

 

The yin to their yang, Manchester United boasts a number of glaring contrasts that can only begin with their sponsorship by AIG.  Largely identified as the scapegoat of the recent global recession, AIG has fostered substantial criticism for their exuberant expenditures including the sponsorship of Manchester United at approximately $27 million per year.  This combined with the relatively stale playing style, their unattractive location in dreary Manchester, England (sorry Brits but it doesn’t compare to Barca) and rampant success in the past years have made The Reds one of the most hated and loved teams around.  What Manchester United does having going for it are feverishly passionate fans that will stand by the club come hell or high water (in this case the departure of C. Ronaldo).

So what does this have to do with you (I’m assuming if you’re reading this you’re American and consequently not a fan of soccer because they’re all diving pussies, right?)……well first of all this can serve as a warning of the care that must go into branding yourself.  Manchester United faces a tough time ahead if they slip up in the standings, while the passionate fans will remain many of the bandwagon fans that allow Manchester United to compete as an international brand will likely disappear.  Barcelona on the other hand has solidified their respective place for years to come by adopting a universally accepted position that juxtaposes everything Manchester United does. 

I’ll be watching avidly as they battle it out, cheering for the progress that Barcelona will instill in football and hoping that one of these days Arsenal may reach their potential and win something!

As an avid football (soccer) fan living in the USA I’ve been ostracized from the world’s game…..as such I’m destined to wake up at ungodly hours on weekends to catch European games (because let’s be honest the MLS is offensive)  all the while praying my hangover will wait patiently until later.  Sounds like quite the hobby right?  Anyways, aside from looking to gain some pity points for my exploits I want this post to communicate how differently Manchester United and FC Barcelona are in regards to branding.

An odd topic, but one that is relevant as each respective team is worth at least three or four times what you’re typical American football club is and as such are highly profitable.  Yet the two offer confounding examples of what happens when a company takes on an external identity; in this case we’ll observe how Barcelona and Manchester United cater to a global audience that is shapely divided between the two.    

Let’s begin with Barcelona who in the past year won not only the Spanish La Liga and Copa del Ray, but the Champions League (the most prestigious football title), while playing some of the most attractive football since Arsenal in 2003/2004.  Many of you may be asking what this term ‘attractive football’ means….lets relate it to an American context; attractive, or beautiful football, can best be compared to the manner that…..well there’s nothing that does compare in American sports.  Some may say the 1999 St. Louis Rams played beautiful American football due to their high powered offensive style, I personally feel the Atlanta Hawks best represent this concept but it’s truly unique to soccer as it describes visually impressive, non defense oriented football (soccer). 

This stigma has helped Barcelona capture the majority of the world’s attention; in doing so they’ve successfully branded themselves with a few other critical components.  Forefront is the large UNICEF logo plastered on their jerseys, contrary to customs UNICEF didn’t pay for this but in fact received millions from Barcelona.  This impressive philanthropy, a humble nature, an impressive record in the last few years and their unique setting in the Catalan region of Spain has differentiated Barcelona from nearly every team in the world. Combine this with the fact that they've enjoyed the brilliant football that Xavi (one of, if not my favorite player ) and Messi have distilled upon them, the later two being arguable the two best football players to play on one team in the past 5 years (pictured below).

 

The yin to their yang, Manchester United boasts a number of glaring contrasts that can only begin with their sponsorship by AIG.  Largely identified as the scapegoat of the recent global recession, AIG has fostered substantial criticism for their exuberant expenditures including the sponsorship of Manchester United at approximately $27 million per year.  This combined with the relatively stale playing style, their unattractive location in dreary Manchester, England (sorry Brits but it doesn’t compare to Barca) and rampant success in the past years have made The Reds one of the most hated and loved teams around.  What Manchester United does having going for it are feverishly passionate fans that will stand by the club come hell or high water (in this case the departure of C. Ronaldo).

So what does this have to do with you (I’m assuming if you’re reading this you’re American and consequently not a fan of soccer because they’re all diving pussies, right?)……well first of all this can serve as a warning of the care that must go into branding yourself.  Manchester United faces a tough time ahead if they slip up in the standings, while the passionate fans will remain many of the bandwagon fans that allow Manchester United to compete as an international brand will likely disappear.  Barcelona on the other hand has solidified their respective place for years to come by adopting a universally accepted position that juxtaposes everything Manchester United does. 

I’ll be watching avidly as they battle it out, cheering for the progress that Barcelona will instill in football and hoping that one of these days Arsenal may reach their potential and win something!

Comments

[Richard Groom]

Interesting article - I think you are forgeting the product, the "on-field" positioning. Manchester United and Barcelona (amongst others) have always played exciting a dynamic football, entertainment, this will always be the differentiator and hook for football fans beyond the core localized group. Add to this the power of the respective leagues they play in and again the product is the key driver to establishing desired positioning.
Sadly I am a Leeds fan therefore the standard of football we are discussing is but a dream (or a distant memory) ;-)
R.

[quickest way to lose weight]

To be honest despite very last seasons goal tally, I would rather see Rooney return to playing behind a striker, still through the center but behind a correct number NINE.He scores more goals than Berbatov does when he plays there (over 20 a season) and still adds a huge quantity in assists and build-up play. How much did Ronaldo take advantage of it? I'm sure quick players with fine movement like Nani and Hernandez would benefit in the same way.Almost nothing against Berba, some weeks he does things couple of players can on this planet can do, but usually, he doesn't, and just slows us dow