In my book ‘Slingshot‘ I talk about the English soccer club Manchester United and how they transformed into an all-encompassing lifestyle brand. Along the way they revolutionized the global sport, became the world’s most valuable sports team, and amassed an astounding 700 Billion+ fans worldwide. They are deeply in the business of keeping their fans infatuated.
As the latest illustration of Man U’s ever-expanding grip on the heart of its fans, the club signed a historic, ten-year agreement with Adidas to be their new sponsor, "making it the most expensive uniform deal in the history of sports. Yes, all sports."
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