Why isn’t Manchester United worth more than $6 billion?

Despite their cultural appeal and commercial potential there are reasons serious investors steer clear of football clubs

Amid all the frenzied coverage of a possible takeover of Manchester United (MANU:NYSE) – one question occurred to this observer. Why isn’t it worth more than the reported price tag of $6 billion slapped on the club by current owners the Glazers?

For now, it looks as if the Qataris and their main rival bidder – the owner of chemicals firm INEOS, Jim Ratcliffe – are unwilling to meet this asking price. Yet Manchester United is a huge brand which transcends the world of football. According to consultancy Brand Finance’s Football 50 rankings in 2022 it comes in at number five among all global football clubs and it has often been higher than that on the list.

Think about the level of loyalty displayed by your average football fan – it arguably exceeds even that of the fandom of devotees of the Star Wars franchise. Even if the product isn’t up to scratch most football supporters are fans for life and will grimly stick with their team through periods of underperformance. Tapping into this can be extremely lucrative – either by selling match tickets and merchandise or by attracting sponsorship from businesses which want to be associated with the brand.

Added to this, sport is one of the few categories which guarantees a live TV audience and broadcasting rights for the Premier League run into the billions.

Manchester United hasn’t delivered on the pitch for years when you compare the trophies won in the last decade with the haul of silverware secured under legendary manager Alex Ferguson before his retirement in 2013. But the club has proved rather more adept at exploiting commercial opportunities.

Why then is Manchester United potentially worth less than cardboard box firm Smurfit Kappa (SKG)?

The answer is two-fold – and is revealing of the truth that football clubs are not typically good investments for ordinary punters or those trying to buy them outright.

First, ownership of a football club conveys certain responsibilities and is subject to regulatory pressure from the various football authorities –Manchester United’s city rivals at the Etihad are a good example.

Manchester City is facing more than 100 separate charges from the Premier League which could, at the more extreme end, result in its expulsion from the competition – severely undermining its commercial value.

Fans can also bring significant pressure to bear if they feel owners are not acting in their interest. Just witness the rapid unravelling of the European Super League proposals put forward by several big clubs including Manchester United in 2021.

The other key factor is the amount of money which goes towards playing talent in a competitive market – both in the form of transfer fees and wages. Injuries and loss of form mean there is no guarantee player acquisitions will even work out.

Despite spending more than £1 billion on players over the last 10 years, Manchester United arguably needs further investment in the playing squad to truly compete at the very top of the European game. The training facilities and the stadium infrastructure are also in need of an upgrade.