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Manchester United's pre-season tour of the United States will be remembered as their first successful steps in conquering the lucrative American market, the English champions said Tuesday.

Members of the Manchester United salute their fans after defeating Barcelona 3-1 at the Lincoln Financial Field in Philadelphia, August 3, 2003.

United won all four matches of their tour in front of large crowds and increased awareness of the club's brand in a potentially cash-rich soccer market which remains relatively untapped.

"We always thought of the tour in terms of what we did while we are here and what we do afterwards," Peter Draper, United's director of marketing, told reporters after the tour concluded with a 3-1 victory over Barcelona Sunday.

"The reaction has surprised us a little bit. The promoters worked hard to get the crowds in. Now we have to re-group and see where we go from here.

"We have one or two ideas and people are offering us back already.

"It won't be 20 years before we come back. This club has been here for 120 years. It is not a pop band that is going to explode and disappear within the next 30 years.

"We have a long time to take advantage of a growing market and we would like to take a piece of it. The legacy for me is just bringing Manchester United over here for life."

'CRACK AMERICA'

United, who have 53 million fans worldwide, are the first foreign club to make a concerted effort to 'crack America'.

Three of their four matches, in Seattle, New Jersey and Philadelphia, were sold out, with the U.S. media dedicating an encouraging amount of coverage to Alex Ferguson's side.

Draper, however, realizes they have to maintain their presence in the country even as the team returns home later this week for the start of the English season.

"This is a big country...there are lots of people with lots of money," said Draper, who is credited alongside chief executive Peter Kenyon with turning United into one of the richest and most valuable football clubs in the world.

"But we have to understand what American fans want out of their relationship with Manchester United, whether it is a membership scheme, a shirt, watching us through television or watching us in the flesh.

"Communications play a large part in the future. You can't, physically, be everywhere every day of the week.

"Television and the internet are powerful tools for us. The work we have done to get Manchester United on television will continue. You can't afford to disappear for a long time and then come back and expect to pick it up."

TV DEAL

United's low-key marketing agreement with the New York Yankees  has seen them strike a deal with Yes network television to show their premier league matches on American television this season.

"Over the last 10 years we have done a lot to show people that Manchester United are special," said Draper.

"We have always had a large following in Asia but clearly what happens when you are successful is that more people gravitate toward you.

"The U.S. has been devoid of the stuff which has helped us get where we are -- that is, media play. They have not seen United every week on television.

"With the premier league covered every week now there is every chance we can keep in the minds of the American consumer. You have to keep right in front of people all the time."

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