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United's tour of the US deemed an "unqualified success" ( 2003-08-05 09:37) (Agencies)
It has not necessarily been obvious from Alex Ferguson's demeanour over the last two weeks, but Manchester United's pioneering tour of the United States has been judged an unqualified success. Ferguson, the old-school manager wary of media intrusion and open training sessions, can have no qualms over the readiness of his players for the season ahead after watching United register four successive, emphatic victories on American soil. Yet it was his gestures off the pitch, albeit begrudgingly given, which helped United generate the necessary interest -- and therefore money -- among sports fans. He was told in no uncertain terms before they landed in Portland on July 19 that if United were to spread their gospel, increase their north American fan base and thus sell jerseys, the media and supporters had to be given access to the team. The need for a charm offensive was even more acute given the sale of David Beckham -- the most famous soccer player among the US public -- just days before the tour began. So through gritted teeth Ferguson answered all sorts of questions from American and international journalists, while he could also be seen waving coyly to American fans who had paid up to $50 just to watch the players train. "EXCELLENT RECEPTION" As a result, United delighted many with their public face, intrigued even more American marketing men and thrilled just about everyone with their high-scoring wins over Celtic, Club America, Juventus and, on Sunday, Barcelona. "I have no doubt United will be back here," said Ferguson. "The reception given to us has been excellent, and the facilities for the players have been superb. "It's not about conquering anything...this is a big country and we still have a long way to go." It is true. Chief executive Peter Kenyon continues to point out that despite their presence in the US, "there will still be people in Arizona or Kentucky or Kansas that haven't heard about us". But three of their four games were sold out, and estimates that show United may have doubled their north American fan base from 3.5 million to seven million will genuinely excite Kenyon and marketing director Peter Draper. Their ambition now is to convince the mass market of wealthy white America -- not just the ethnic, soccer-stronghold communities -- to part with their money. "In terms of selling tickets and attracting interest, the tour has been an unqualified success," Brian Lewis, a sports reporter with the New York Post, told Reuters. "On game day I saw 10 people in Manhattan wearing United jerseys in the space of eight blocks, and in New York that is very unusual. "GREAT SUCCESS" "Over here, it is a case of 'what have you done for me lately' as far as sport is concerned, so United have to keep up their presence in the future. "But they have penetrated a market which has disposable cash. At the moment they have clearly cracked the American market." The English champions are sponsored by several American companies, who are keen to invite United back for a similar tour in the future. Perhaps more importantly, Kenyon's vision has seen United steal a march over European rivals Real Madrid, Liverpool and Arsenal in the rush to cash in on the lucrative American market. A low-profile marketing agreement with the New York Yankees will help United sustain the interest, through Yes network television. The cable and satellite channel has the rights to show delayed coverage of premier league games throughout the new season and, with the New York area alone holding roughly 25 million people, it is a major step forward for United. "The tour has been a great success, and we are very happy to be showing United games this season," Bob Davis, vice-president of communications at Yes, told Reuters. "The American public was wary of soccer at first. There have been false starts here before, but we believe the future of the sport in this country is very good...United as a brand are up there alongside the New York Yankees as the top two forces in the world." For soccer experts, the experience in the US has sometimes been imperfect. Certain United players still go unidentified, while one announcer at the Juventus game managed to mispronounce Bobby Charlton's name and one reporter eagerly asked 'how does it feel to play soccer?'. But they are mere teething problems. While their rivals are still scrapping for a foothold in the Far East, United have shown they are ready to scale the mountainous US market. In the process, Americans have learned that, love them or hate them, Manchester United are rarely ignored.
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