Manchester United's popularity is faltering even in Asia.
The British 'Telegraph' reported on the 30th (Korea time) that 'the fan base of Manchester United is collapsing in the Asian market.'
Manchester United is the most popular team among football clubs worldwide. It is one of the professional clubs that generates the most revenue along with FC Barcelona and Real Madrid, in terms of social media follower count, jersey sales revenue, and various events and marketing markets.
Its popularity in Korea is immense. Since the joining of Park Ji-sung in 2005, the number of fans experiencing overseas football has rapidly increased, with Manchester United at the center.
The secret to Manchester United's popularity was, above all, its performance. Under the legendary coach Alex Ferguson, Manchester United was the strongest team in Europe.
With the retirement of Sir Alex Ferguson, Manchester United entered a dark era. David Moyes, Louis van Gaal, José Mourinho, Ole Gunnar Solskjær, and Erik ten Hag have all declared their commitment to the revival of Manchester United, but all have failed.
Especially in the 2024-2025 season, Manchester United finished the league in 15th place (42 points), a dismal performance that is closer to the relegation zone than the top four.
Even after the season ended, the shock did not stop. On the 28th, they lost 0-1 in a friendly match against the ASEAN All-Stars led by coach Kim Sang-sik.
This match, which took place just two days after the Premier League final, had the character of a 'postseason tour', but it was also a stage tied to the expectations and pride of Southeast Asian fans.
Managed by Ruben Amorim, Manchester United included several key players like Rasmus Højlund, Casemiro, Diogo Dalot, and André Onana, but after a scoreless performance, they lost the decisive goal to Myanmar's Maung Maung Lin, leaving them downcast. Notably, even after significant substitutions in the second half, they could not regain the flow of the game, and the stadium was filled with cold jeers as the final whistle blew.
Subsequently, on the 30th, they faced Hong Kong and secured a 3-1 victory, but the Telegraph noted that signs of 'the collapse of Manchester United's Asian fan base' were still evident in this match.
The Telegraph reported, 'Despite this being Manchester United's first visit to Hong Kong since 2013, it clearly reveals that Manchester United's global appeal is not what it used to be. Matches in July involving Arsenal, Liverpool, and Tottenham in the same city sold out within hours. In contrast, even a day before the match, it was not difficult to obtain tickets for Manchester United.'
Following this, the Telegraph relayed an interview with Nigel Lee, the secretary of the Hong Kong Manchester United Official Supporters Club. Lee stated, 'I used to be the one teasing Manchester City fans, but now I get teased at work.' He added, 'I've been supporting Manchester United since the 1991-1992 season. It still holds popularity for our generation, but younger fans have drifted away. While it's not about switching teams, many are watching less football or not keeping up with Manchester United matches as they used to. Poor performances and less time devoted to football are reasons for this.'
The generation under 18 has never experienced a Premier League title. Lee noted, 'Right now, Manchester City and Liverpool are more popular among teenagers. I’d say Manchester United is placed third, even lower than Arsenal and Chelsea.'
The Telegraph mentioned, 'Manchester United was a pioneer in the Asian market. Since 1995, it has regularly toured and secured numerous sponsorships. From 1996 to 2004, it reigned as the wealthiest club in the world according to the Deloitte Football Money League. Manchester United openly acknowledged that this postseason Asia tour is for revenue. CEO Omar Berrada said, 'The tour increases the club's revenue, which leads to investment for improved performance.'
According to the report, Manchester United's revenue from this tour is estimated to be around £8 million (approximately 14.8 billion won). This is a meager amount compared to the £50 million (about 93.1 billion won) lost due to the failure to win the Europa League and qualify for the Champions League.
According to the Telegraph, Simon Chadwick, a professor at the Shanghai Emlyon Business School in France, analyzed that 'in Asia, Manchester United has become a 'nostalgia' brand that relies on its legacy. Reasons for young fans to support Manchester United are gradually disappearing.' He added, 'While tours may have a short-term effect, ultimately, what fans care about is one thing—'success.'
Lee pointed out, 'In this region, winning games is essential to attract fans. There is no culture of supporting teams based on family or locality, so fans can always choose their team. When performance declines, the fan base inevitably shrinks.'
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