ABSTRACT
For the last 20 years, the image of the English football club Manchester United has been closely linked to the economic strength of football. Manchester United is definitely the first club in the world to transform its successes on the field into an extraordinary commercial success. The achievements of the Frenchman Eric Cantona, the Englishman David Beckham, Portugal’s Cristiano Ronaldo or the Welshman Ryan Giggs have helped to establish a successful, appealing and also glamorous reputation for the team, especially abroad.
