Why you should listen to your fans - A Manchester United case study.

Irrespective of which part of the world you come from, and irrespective of whether you love football or not, each one of you is familiar with the name 'Manchester United'. With 20 English League titles and 3 UEFA Champions League titles, there is no question about Manchester United being one of the biggest football clubs in the world. Apart from a studded trophy cabinet, the club also boasts about being the 4th best club in terms of revenue and a worldwide follower base of 1.1 billion people. This means 1 in every 7 people in the world follows Manchester United. For a club this big with such a strong and huge fan base, you would like to believe the club would be catering to the fan’s expectations, right? Well, the answer is no. The fans of the club are not happy with the ownership and they have been pretty vocal about it for over a decade now. It all started when the Glazers family took over the club in 2005 which in itself was a very controversial take over because of the way the takeover took place and the huge debts it put the club into.

And soon the fans who loved the club started seeing money being taken out from the club as they saw other owners pump money heavily into their clubs, United’s rivals. In 2010, the first protest against the ownership was witnessed as green and golden scarfs were seen around the necks of the supporters as they held placards and banners saying ‘Glazers Out’. Ever since then the Green and Golden Protest has been continuously making appearances at Old Trafford from time to time.

But in the recent few weeks, the whole protest took a whole new turn as Real Madrid president Florentino Perez announced the formation of a breakaway European Super League. A tournament that would potentially kill European football as we know it. The announcement of ESL was greeted with a lot of criticism from the fans worldwide and the tournament didn’t survive even 4 days among the disapproval of the fans. Manchester United, which was one of the 12 founding members of ESL were also heavily criticised by their fans and this gave way to the second wave of the Green and Golden Protests. The constant criticism of the fans and the social media anger and protests first led to the resignation of the Club CEO Ed Woodward. But the fans were not done yet, they wanted the Glazers family out too.

They went ahead and protested at Old Trafford ahead of their premier league clash against their rivals Liverpool causing the game to be suspended. But when it didn’t seem like the Glazers were gonna take them seriously or treat the club in a better way, they started the #NotAPennyMore movement on Twitter. It all started with an open letter written to all the commercial partners of the club. The tweet went viral within an hour and