The challenge
Over its 148-year history Manchester United has become a global sports-entertainment brand with 659 million fans. To clearly communicate its essence of ‘Greatness’, they needed Maverick’s help to tell this story clearly and in a way that connected locally with its community, and globally with its passionate fan base.
The strategy
We worked with fans, players, employees and senior leadership to distil who United are, conducting over 120 interviews. These shaped six brand pillars, informing the vision, mission, values and brand behaviours of Man United. We extended this through the updated brand guidelines, which powered all communications and brand partner activities through the club tone of voice and visual identity.
