SUPPORTERS’ CLUB GUIDEBOOK
2024/25
Dear supporters’ clubs,
As we embark on an exciting new era at Manchester United, we recognise that appreciation of our supporters will always remain at the heart of everything we do as a club.
As Sir Matt Busby once said, football without fans is nothing, so it is paramount that we never lose sight of how fortunate we are to have such an incredible global community backing us every single day.
Supporters’ clubs are a key component of our fan base, putting in countless hard yards and hours of dedication to enrich the Manchester United experience for each and every member. Whether we regularly cross paths at matches, occasionally see you on tour or know you only from afar, we recognise and appreciate the lengths you go to in your support of this great club.
We are so proud to be members of the same family, and we wish you all the very best for the 2024/25 season and beyond.
Erik Ten Hag & Marc Skinner
Welcome to the 2024/25 edition of our official supporters’ club guidebook.
As we start the season with new ownership and leadership in place, one thing that remains the same is our commitment to supporting our global network of official supporters’ clubs. A passionate fan base which feels connected to the team is vital to getting Manchester United back to where we belong – winning the biggest domestic and European trophies. Supporters’ clubs are at the forefront of this effort – we want to improve your experience, reward your loyalty and help you grow fan communities, wherever you are in the world.
We are proud of the progress made last year – surpassing 300 official supporters’ clubs in over 80 countries, extending experiences like Warm-Up events and visiting supporters’ clubs across the world including in the US, Norway, Ireland and Malta. We held our first-ever women’s team fan press conference, and continued the tradition of pitchside presentations for supporters’ clubs celebrating milestone anniversaries at every Premier League home game. We were proud to be formally recognised for our work with Rainbow Devils (winner of the professional club award at the football v homophobia awards) and MUWSC (winner of best fan engagement at the women’s football awards), underlining our commitment to ensuring all fans feel welcome. We could not have done this without you – we are building a better experience for fans across the world by working together. Our partnership model includes annual surveys with you and your members, monthly calls and the launch of The Tunnel – we hope you feel listened to and involved.
The focus for 2024/25 is building on the foundations from last season – enhancing existing initiatives like Warm-Up events and behind the scenes access while continuing to explore new ideas. We’ve launched a special Fantasy United offer, have shared customised crests and are excited about the future bespoke merchandise possibilities. We’re also looking to facilitate more opportunities for supporters’ clubs to work closer with the Manchester United Foundation.
We’re excited for the season ahead and we hope this guidebook illustrates the scale of our ambition to deliver the best possible Manchester United experience for you and your members. Best wishes and thank you again for your incredible support.
Rick McGagh, Director of Fan Engagement
MUSC MAP
Northern Ireland
Republic of Ireland
Scotland
Wales
MUSC MAP
the rise of the non-geographical supporters’ club
In years and decades gone by, you’d look behind the goals during Manchester United games and see a sea of homemade flags, bearing place names that showcased the epic global passion for the Reds. From Catterick to County Clare, Malta to Melbourne – as the song goes: Redsarehere,Redsarethere, Redsare[expletiveredacted!]everywhere.
But perhaps the most exciting development in the United supporters’ club landscape during recent years has been the rise of the non-geographical clubs. Those groups of supporters that transcend time and place, and often fly the flag for diversity and inclusion in a modern world where fans can connect with each other in myriad, non-traditional ways.
During 2023/24, we launched two new clubs of this kind: the Manchester United Youth Supporters’ Club (MUYSC) and the Manchester United Armed Forces Supporters’ Club. Meanwhile, existing branches like MUDSA (Manchester United Disabled Supporters’ Association), the Manchester United Women’s Supporters’ Club and Rainbow Devils gained strength with every passing match-week.
This season was a particularly special one for the latter two collectives, which both celebrated their fifth anniversaries. Rainbow Devils’ milestone was honoured with the innovative #OneLoveLive event at Old Trafford – a star-studded night that highlighted our club’s total support for LGBTQ+ inclusion in football, and drove further conversations around allyship via an expert paneldiscussion. The Rainbow Devils were also spotlighted in one of the episodes of our popular One Love series of fan films, surpassed the 1,000-member mark and, joyously, took part in one of our post-season pitch days at Old Trafford.
Our Manchester United Women’s Supporters’ Club reached the same five-year staging post, appropriately in the season that United Women memorably lifted a first-ever piece of major silverware. MUWSC members were also invited to the team’s mid-season training camp in Malta – an experience that further nurtured the close bond that exists between the fan base and Marc Skinner’s squad. Meanwhile, MUDSA, the oldest disabled supporters’ association in the world, enjoyed two exciting visits to Carrington to meet the players and welcomed the first-team squad to its much-anticipated Christmas party. After that event, an 11-year-old Red named Ace told us: “If you could wrap this day up, it would be the best Christmas present.”
The roots these groups have put in place over the years add incalculable worth to the Manchester United fan base, and we believe our Armed Forces Supporters’ Club and the Manchester United Youth Supporters’ Club (MUYSC) will add immense value of their own in the years to come. Both became official during 2023/24. MUYSC was first out of the blocks in October, launched with a personal message from Rasmus Hojlund, no less, to all our young supporters aged between 16-25.
The branch’s mission? “To bridge the gap between the past and the present, ensuring that young fans have the same cherished experiences as their parents did in the era of standing together and affordable tickets,” according to founder member and chair Luca Black.
The aim is to bring young fans together; to help form a community that can shape the future of Manchester United’s support. Part of that is about ensuring young Reds have access to tickets and enabling them to stand together and sing in unison at Old Trafford, but it’s more fundamental than that; it’s about creating a sense of a youth community that can draw in fans from across the world too. It’s about forming the relationships that will inspire and sustain the next generation of our support. “Wherever you are in the world, it’s about connecting,” says Luca.
In March, MUYSC held its first get-together: a fiercely fought five-a-side competition in the shadow of the Sir Alex Ferguson Stand, on a day of fun, friendship and football amid the Manchester drizzle. Later in 2024, the group headed to Carrington, where they mingled and played table football with first-teamers like Kobbie Mainoo.
Our second new non-geographical supporters’ club, for United fans within the Armed Forces, was poignantly launched in November. That’s the time, of course, when we mark Remembrance Sunday in the United Kingdom – a moment where we honour the contributions of British and Commonwealth citizens that fought in the two World Wars and later conflicts. Sadly, numerous players that represented United and Newton Heath lost their lives in those two World Wars.
The Manchester United Armed Forces Supporters’ Club movingly took part in our Remembrance Weekend events in November 2023, but the group is not just about British or Commonwealth Forces. It’s open to anyone with proof of either current or previous service in any nation’s air force, army or navy.
“It’s not just about the UK,” confirmed founder member John Ward. “We’ve got fans all over the world who serve in the forces and it’s nice to have that kind of mutual link. United is the common ground between us and it can break down barriers, because sometimes we work differently and have different views.”
Each of these five non-geographical groups is unique, but all play a vital role in embracing fans in a way that transcends location; in a way that celebrates diversity, inclusion and looks towards the future growth of the sport we love, football, and the club that defines our lives, Manchester United.
And hot of the press, earlier this month we launched a sixth non-geographical group: the first official Manchester United Muslim supporters’ club. We hope this new branch can blaze a new trail of its own, and look forward to working with and learning from its members in the coming years.
The 2023/24 season was a fantastic year of growth and progress for United off the pitch. Long may that continue, as we search for bolder, more innovative ways of expanding and connecting the United family.
YANITED STATES
We’re proud to create memorable experiences with our global family of supporters’ clubs both at home and away. Tour is a fantastic opportunity for us as a club to engage with our supporters’ clubs, and reward your loyalty, commitment and passion for United. The past two men’s summer tours have been to the United States, where we connected with over 15,000 fans across more than 30 supporter events in New York, New Jersey, Texas, California and South Carolina.
It was wonderful to make Houston supporters’ club official in 2023, connect with our newly formed 300th MUSC in South Carolina this year, and enjoy a boat trip both years with the Red Devils of San Diego.
For two consecutive summers, our MUSCs were integrated within pre-match activations including access to open training, match tickets, mascot places, and coin toss opportunities with team captains ahead of each pre-season fixture.
MUSC highlights from last year included the two Wes Brown Q&As in New York with our USA, New York and New Jersey supporters’ clubs, hosted by Andy Mitten. This year we went bigger and better, bringing a bit of Old Trafford stateside with two Warm-Up events at our Los Angeles and San Diego supporters’ club venues. Andy Mitten and Wes Brown attended along with United ambassadors: Andy Cole, Bryan Robson and Denis Irwin. Photos with the FA Cup were a must have too! Plus, we hosted three huge pre-game fan zones, adorned with our official supporters’ club flags and crests.
Community engagement through the Manchester United Foundation also plays a huge part of our pre-season activity. During Tour ’23, we ran a Soccer Schools experience for children in the Bronx, in partnership with Street Soccer USA and America Scores. This incredible event culminated in ringing the famous bell at the New York Stock Exchange alongside our USA supporters’ club.
This summer, we supported an unforgettable Street Soccer USA tournament for kids in Escondido, San Diego. We also created lasting partnerships with the Compton Cowboys and Angel City FC. With the support of our MUSCs, we’ll continue to amplify and build these relationships for years to come.
See what we got up to here on Tour ‘24:
We’re proud to engage with our official supporters’ clubs around the world and can’t wait to see what 2024/25 has in store.
To 300, and beyond!
For decades, we’ve known about the global pull of Manchester United. Countries like Malta and those that make up Scandinavia have been part of our family since the Sir Matt Busby era. But, incredibly, each season our support continues to swell on new frontiers all over the world.
The headline news of 2023/24 was that we surpassed the amazing milestone of 300 supporters’ clubs, which was reached with the addition of the South Carolina Red Army. And how fitting it was that the branch which brought up our triple century hailed from the United States. South Carolina was one of eight US supporters’
clubs launched during this season alone, highlighting the huge, growing popularity of the Reds in North America.
But while our support rises to new heights in the USA, other parts of the world are just starting on their journey as part of the official MUSC family. New Zealand, Czechia, Tanzania and Zambia are brand-new countries within our network of supporters’ clubs, and the latest to offer longstanding local fans the chance to directly connect with United.
However, it’s not simply about pure numbers. About showcasing the unparalleled affection for our club. It’s about deepening the relationship between fans and United; about more meaningful engagement that puts
supporters at the vivid centre of everything we do. We hosted six Warm-Up events at Old Trafford throughout 2023/24, bringing our global family together in a more intimate way than ever before.
There were celebrations for the 65th anniversary of our Malta branch – the oldest official supporters’ club on record – and a special UTD Podcast on their incredible story. Closer to home, our Oxford & Banbury, Shrewsbury, Iveagh Youth and Leamington Spa branches reached all 50 years of magnificent, loyal support, and were welcomed to Old Trafford as guests of the club.
The secretary of our Oxford & Banbury contingent, Mick Thorne, revealed to us that his brother, Brian,
had not missed a single home game since 1972! If you want one anecdote to sum up the drive, passion and loyalty of our supporters’ clubs, that one will do the job as well as any.
Other milestones included the conjoining of two Cypriot branches into one combined, all-conquering Cyprus Manchester United Supporters’ Club.
There was one note of sadness, however, at the penultimate home game of 2023/24, against Arsenal, as long-time South African secretary Ethel Sleith made her final epic journey to Old Trafford, after more than 30 years of service to her branch. It’s always sad to say goodbye, but the work of people like Ethel inspires future generations to keep the red flag flying high.
The 2023/24 campaign climaxed on two incredible days at Wembley in May, when our women’s team defeated Tottenham Hotspur to claim the Adobe Women’s FA Cup and Erik ten Hag’s squad overcame Manchester City to defiantly seize the men’s equivalent. Many of our supporters’ clubs were visible in the capital for both matches, and more than played their part in the historic successes. Thousands more gathered together across the world, at screenings and parties, to cheer the two teams on.
It was the perfect end to a challenging season on the pitch. But off it, our global fan base can look back with pride on its many achievements, not to mention the unceasing loyalty, spirit and faith.
HOW WE WORK
We want to work in partnership with you and build a strong relationship built on trust and respect. We promise to listen to your ideas and feedback and we will consult you before launching anything new. We have several ways for you to communicate and share your thoughts with us:
Supporters’ Club Tunnel – an extranet to share content and ideas, and respond to updates, news and polls from the club. Monthly Teams call to raise ideas and concerns directly with Michael Leneghan, Supporter and Disabled Supporter Liaison Manager. Dedicated ticket escalation line with Operations Team to discuss and resolve ticket related queries. Annual survey to capture how you rate our support and engagement with you, and to gather insights on emerging ideas. Fans’ Forum participation to ensure your voices are heard on wider Club issues. A supporters’ club email (musc@manutd.co.uk) for you to raise general queries.
MUSC BENEFITS
Unforgettable experiences
Special occasion celebrations pitch-side with a Legend
Behind the scenes access (such as fan press conferences, new player signing moments, other player / Legend appearance moments)
Exclusive access to Warm-Up events
Events on Tour and other overseas visits
The best chance of securing tickets
Access to a dedicated supporters’ club home ticket allocation
(at least 50 of your members must be United Members to qualify)
25% coach parking discount
Dedicated contact in Operations Team to discuss and resolve ticketing queries
Ticketing microsite to manage your United Members
Supporters’ Clubs with 150+ United Members and / or Season Ticket Holders will be eligible to apply for two away tickets for domestic away games (excluding cup finals/semi-fnals), so long as the allocation exceeds 2,500.
Exclusive MUSC United Membership for any of your members who only want to receive tickets via the supporters’ club allocation
Star in our content
Opportunities to be featured in our content across social, web, app and print channels
Promotion of the MUSC network across all channels and we will tag you if you feature, increasing awareness of your supporters’ club
Your supporters’ club details will be published on our website and in the Manchester United Yearbook
Bespoke branding
We’ll create an official, bespoke crest for your supporters’ club, including the year of founding. The crest can be used on your social channels, website and other comms.
We will also use the official supporters’ club crest in any gifting moments – in recent seasons, we’ve gifted flags, scarves, pin badges and a letter from the Managers to all MUSCs.
Listening and working in partnership with you
Access to The Tunnel – an extranet for supporters’ club lead and deputy contacts
Monthly Teams call with members of the Fan Engagement and Operations Team, including the Supporter and Disabled Supporter Liaison Manager
Monthly newsletter published on The Tunnel
Opportunity to represent fans with XYZ places on the Fans’ Forum available to supporters’ clubs
Key Contacts:
If you’re interested in starting a new supporters’ club, or for general enquiries: musc@manutd.co.uk
Director of Fan Engagement rick.mcgagh@manutd.co.uk
Supporter & Disabled Supporter Liaison Manager: michael.leneghan@manutd.co.uk
Code of conduct: ManUtd.com/musccodeofconduct