United Voice 2019 Conducted by the Manchester United Supporters' Trust - Manchester United Supporters Trust

 
United Voice 2019 Conducted by the Manchester United Supporters' Trust - Manchester United Supporters Trust
United Voice 2019
 Conducted by the Manchester United Supporters’ Trust
United Voice 2019 Conducted by the Manchester United Supporters' Trust - Manchester United Supporters Trust
Foreword
The United Voice 2019 survey is the most extensive survey of its kind detailing the opinions and
concerns of the wider Manchester United fanbase. Now more than ever, Manchester United
supporters have begun vocally expressing their apprehension towards the club’s shortcomings both
on and off the pitch. This survey was conducted as a means of gaining an acute and current insight
into the most pressing concerns within the fanbase and to gauge an accurate understanding of its
sentiments on specific club related issues and match going concerns.
This survey report covers topics including the team’s performance, how the club is run (including the
management of squad investment), the club’s ownership model and stadium development.
The United Voice 2019 survey was released on the 14th of August 2019 through various channels,
including direct e-mails to MUST members and mailing accounts, official supporter clubs/branches,
through fanzines and via our social media accounts (Twitter, Facebook & Instagram) with a collective
reach of 984k subscribers/followers. It remained open for six weeks to late September, with over
95% of responses completed within the first three weeks.
Overall, the United Voice survey collected over 9,800 responses, constituting one of the largest and
most comprehensive samples of its kind, leading to a wide array of views, opinions and comments
from season ticket holders, other match-going official members, and non-matchgoing supporters of
all ages. Subsequent slides provide an analysis of our findings.
United Voice 2019 Conducted by the Manchester United Supporters' Trust - Manchester United Supporters Trust
Gender                          Average Age

Key                                                                  8%                             15%
                                                                                                           2%

Demographics                                                                                                                33%

                                                                           92%
                                                                                             50%
      Club Membership Status

                                                                 Male       Female           U21     21 to 40    41 to 64    65+

                                                                                 Stadium Sections
                                                     25%                              21%                       21%                21%
     30%           32%              38%              20%
                                                                          15%
                                                     15%
                                                     10%                                     6%       7%
                                                                                 3%                                     4%
                                                     5%    1%   1%
                                                     0%

0%     20%       40%      60%       80%     100%
 Season Ticket Holder    Official Member   Neither
Note: Original survey
                                                          questions offered                                        Age Groups

    Satisfaction                                          responses on a five point
                                                          scale from very
                                                          satisfied/confident to very
                                                                                        100%                                   89% 89%
                                                                                                                                             84%

    with the Team
                                                          dissatisfied/unconfident.     80%                                                          77%
                                                          To simplify some graphs,
                                                          a few charts have been        60%
                                                          clustered into two or
                                                          three categories.             40%
                                                                                                                     23%
                                                                                        20%                  16%
                                                                                                11% 11%
Key Observations                                     Satisfaction                        0%
                                                                                                       Satisfied                      Dissatisfied
                                                         1%
▪   84% of fans claim to be                                         14%                                    U21      21-40   41-64      65+
    overall dissatisfied with the
    team’s performance over
    the last six years.
                                     31%                                                        Match going/Non-match going fans
                                                                                        90%                         83%                            84%
▪   Only 1% of respondents
                                                                                        80%
    claiming to be more than
                                                                                        70%
    somewhat satisfied.
                                                                                        60%
▪   Both matchgoing and non-                                                            50%
    matchgoing fans agreed to                                                           40%
    similar extents.                                                                    30%
                                                                                        20%                14%                           14%
▪   The    least      dissatisfied                                  53%                 10%      3%                             2%
    segment of the fanbase                                                               0%
    were older fans aged 41-64        Satisfied               Somewhat Satisfied                  Matchgoing Fans              Non-matchgoing fans
    and particularly aged 65+.
                                      Dissatisfied            Very Dissatisfied                Satisfied         Somewhat Satisfied      Dissatisfied
Key Observations
Satisfaction with                                 ▪ The graph shows a high level of dissatisfaction with every
                                                    manager’s performance since 2013.

the Managers                                      ▪ Ole Gunnar Solskjaer comes out as the manager with the
                                                    highest satisfaction rate, with an overall rating of 91%
                                                  ▪ David Moyes scored lowest with a dissatisfaction rate of 86%

60%

50%                                  48%                      47%
            46%
                                     40%                       39%
40%                                                                                 36%
                                      37%
30%                                                            26%
            21%
20%
           15%
                                                               12%
10%                                 8%                                               8%                     8%

             1%                                                                      4%
                                                                                                          1% 1%
                                                                             2%                                 0%
0%
      Very Dissatisfied           Dissatisfied         Somewhat Satisfied         Satisfied           Very Satisfied

                          Moyes             van Gaal          Mourinho         Ole Gunnar Solskjaer
Satisfaction with                                                                120%
                                                                                                                   Age Groups

    the Owners and                                                                   100%
                                                                                                                              96% 94% 91%
                                                                                                                                          86%

    Directors
                                                                                     80%

                                                                                     60%

                                                                                     40%

                                                                                     20%                      9%    14%
                                                                                             4%     6%
Key Observations                                     Satisfaction                     0%

                                                        1% 1%                                       Satisfied                           Dissatisfied
▪   Overall, 91% of fans expressed                                7%
    dissatisfaction with how the                                                                         U21       21-40   41-64        65+
    management of the club has
    been run by the owners and
    directors over the last 6 years.                                                         Matchgoing/Non-matchgoing Fans
▪   9% of fans were satisfied, of                                                    100%                          91%                             90%
    which only 2% were more than                                               27%    90%
    ‘somewhat satisfied’.                                                             80%
▪   Younger fans again expressed                                                      70%
    the     highest      levels    of                                                 60%
    dissatisfaction.                                                                  50%
                                        64%
▪   Both matchgoing and non-                                                          40%
    matchgoing fans agreed to                                                         30%
    similar extents.                                                                  20%
                                                                                                                                              8%
                                                                                                         7%
▪   Optional      comments      from                                                  10%      2%                                  2%
    respondents       give    further                                                  0%
    insight that is provided on later     Very Satisfied        Satisfied                         Matchgoing                       Non-matchgoing
    slides.                               Somewhat Satisfied    Dissatisfied
                                          Very Dissatisfied                                 Satisfied         Somewhat Satisfied           Dissatisfied
Satisfaction with                                    NOTE: Respondents may have made their judgement based on the
                                                     ‘quality’ or the ‘quantity’ of investment or a mix of both. Optional
Squad Investment                                     comments made by many respondents provide some insight and can be
                                                     seen on later slides.

since 2013
                                                              2013 - 2019                                     Summer 2019
Key Observations
                                                                        1%     7%                                         2%
▪   We see an increase in positivity among                                                             19%                             16%
    fans with regards to squad investment in
    this summer’s transfer window.                 31%
▪   This is most likely driven by the new                                                20%
    signings which reflect a clear strategy by
    the club to recruit a new profile of player,
    most notably young, promising, British
    players.
▪   Survey responses pre-date the recent                                                       24%
    decline in performance and results.
▪   Stated reasons for high dissatisfaction
    with squad investment from 2013-2019                                                                                                  39%
    include failures of big money signings, lack
                                                                         41%
    of a coherent strategy under different
                                                    Very Satisfied        Satisfied                  Very Satisfied        Satisfied
    managers and unwarranted contract
    extensions along with insufficient funding.     Somewhat Satisfied    Dissatisfied               Somewhat Satisfied    Dissatisfied
    Representative comments are shown on            Very Dissatisfied                                Very Dissatisfied
    later slides.
Key Observations
  Satisfaction with                                          ▪ Once again, younger supporters had the lowest satisfaction levels over

  Squad Investment
                                                               both time periods, while fans 65+ appear to be the most satisfied.
                                                             ▪ There is no clear difference in opinion between matchgoing and non-

  since 2013
                                                               matchgoing fans.
                                                             ▪ The fanbase is overall much more satisfied with the club’s transfer
                                                               business in the summer of 2019 than in previous seasons.

          80%                       71%                                     71%   100%
                                                                                                                        82%
                                                                                  80%                                          72%    70%     71%
          60%
                                                                                  60%
2013-19   40%
                         21%                                     22%              40%          28%   30%    29%
          20%                                                                            18%
                8%                                      7%                        20%
          0%                                                                       0%
                      Matchgoing                         Non-matchgoing                         Satisfied                      Dissatisfied
                  Satisfied        Somewhat Satisfied        Dissatisfied                            U21    21-40   41-64     65+

          50%                       44%                                     43%   80%                       67%
                         39%                                     38%                                 58%               61%
          40%                                                                     60%          54%
Summer    30%                                                                            39%
                                                                                                                               46%    42%
                                                                                  40%                                                         33%
2019      20%   17%                                 19%

          10%                                                                     20%

          0%                                                                      0%
                      Matchgoing                         Non-matchgoing                        Satisfied                       Dissatisfied
                  Satisfied        Somewhat Satisfied        Dissatisfied                            U21    21-40   41-64     65+
Key Observations

Confidence in                                        ▪

                                                     ▪
                                                          Supporters are most confident that there is now a clear vision & strategy under OGS, although
                                                          over 30% are still only somewhat satisfied.
                                                          The majority of respondents are not confident that this vision will be fully delivered through

the Future                                           ▪
                                                          sufficient funding, the right football structure and the right experienced appointees. Match-
                                                          going fans are the most unconfident across these issues.
                                                          Supporters are least confident about major stadium infrastructural investment being
                                                          prioritised in the coming seasons. Perhaps unsurprisingly match going supporters who visit
                                                          the stadium are the least confident.

                              Matchgoing Fans (left) vs Non-matchgoing Fans (right)
120%

100%

80%    40%           40%
                                58%            54%
                                                                              68%                             73%                          75%
60%                                                            76%                           77%                            83%
       32%           31%
40%
                                26%            28%
20%                                                                           19%
                                                               15%                           16%              17%                          16%
       28%           29%                                                                                                    12%
                                16%            18%                            13%
                                                                9%                            7%              10%            5%            9%
 0%
                                                               The football operation          Appointees will have            Major stadium
       The club has a clear   The manager will continue
                                                              will be led by adequately       the ability to make the    infrastructural investment
       vision and strategy        to be fully funded
                                                                   qualified people            appropriate changes            will be prioritised

                                      Confident           Somewhat Confident              Unconfident
Confidence in                            There is a clear age trend on responses to all of the
       the Future                               ‘Confidence in the Future’ questions.

 There is a clear vision and strategy to return to the top                        The manager will continue to be fully funded
50%                                                 46%                   80%
                                                          42% 40%                                                               68%
                                                                                                                                      62%
40%                    36%                                                                                                                  57%
                                   33% 32% 32%                      32%   60%                                                                     49%
                 28%         30%
30%    24% 25%
                                                                          40%                                           32%
20%                                                                                                               27%
                                                                                              19%       20% 22%
10%                                                                       20%     12% 16% 16%

0%                                                                        0%
          Confident          Somewhat Confident         Unconfident                   Confident         Somewhat Confident          Unconfident

                       U21   21-40      41-64     65+                                             U21   21-40     41-64       65+

  The football operation will be led by qualified people                         Appointees will have the ability to make changes
100%                                                                      100%
                                                    83% 80%                                                                     81% 81% 77%
80%                                                           72%         80%                                                                     68%
                                                                    61%
60%                                                                       60%
40%                                                                       40%
                       17%              18% 22%                                                                      21%
                              11% 12%                                               7% 7% 7% 11%         12% 12% 16%
20%     6% 8% 10%                                                         20%
 0%                                                                        0%
           Confident         Somewhat Confident         Unconfident                   Confident         Somewhat Confident          Unconfident

                       U21   21-40      41-64     65+                                             U21   21-40     41-64       65+
What Concerns                           We gave respondents the opportunity to tell us what their main concerns
                                        were that impacted on their satisfaction or confidence in how the club is
                                        being run. While some responses were brief and blunt, others were
Supporters                              detailed and covered several issues. There are some clear, albeit
                                        overlapping themes, most of which refer to the underlying issue of

Most?                                   financial constraints and priorities imposed by the owners. Subsequent
                                        slides show a selection of comments relating to these themes.

                                        Issue                                             % commenting
Explicit general criticism of the Glazers                                                       22%
Money being taken out of the club by the owners/debts on the club                               18%
Club run as a business/on commercial rather than football priorities                            9%
Lack of investment in the stadium                                                               11%
Transfer strategy and delivery (including level and effectiveness of investment,                17%
player contracts & renewals)

Explicit criticism of Ed Woodward including role in transfers                                   19%
Need for a qualified Director of Football                                                       12%
Signs of progress with recent new signings/need to give Ole more time (these                    5%
were the only positive themes)
Respondents’ comments regarding main concerns

Views on the Glazers’ ownership model:                                      Views on how the board is being run:
▪ “All the money being drained out of the club to fund debt repayments.     ▪ “There isn’t someone high up in the club who is making the right
  Club no longer a football club. It’s just a commercial cash cow for the     footballing decisions and leading us to a future where we are
  Glazers.”                                                                   continuously competing for major trophies.”
▪ “The owners are using us as a cash cow. They are very happy with          ▪ “On field success is clearly a distant second to commercial
  mediocrity whilst it allows them to skim a very large percentage of         success. We seem to be a company with a football team on the
  revenue to line their own pockets. When the club is finally stripped of     side.”
  all its assets and the fans finally turn or the club starts plummeting
  down the league, they will feel they’ve taken all they can and sell up.   ▪ “The people that own and run the club are business men and not
  The road back to the top from that point will be extremely long and         football men, we need to get back Manchester United football club
  hard.”
                                                                              and not Manchester United the business.”
▪ “Money continues to be taken out by the owners who have a
  detrimental effect on investment on the pitch, stadium &                  ▪ “The club is being managed at an executive level by someone who
  infrastructure.”                                                            does not accept business in the football world is not the same as
                                                                              business in the real world. This results in very good commercial
▪ “The club is being run solely as a business that generates money for        income streams but damaging footballing decisions.”
  the Glazers. This is dependent on the high status of the club and the
  performance of the team. Both of these are now in serious decline so      ▪ “There is a vacuum of experience in football matters at director
  the Glazer's income stream will slowly start to suffer. Only when the       level. Foreign clubs (Ajax, Bayern) have former players in active
  gravy train dries up will they sell or do something. In the meantime we     roles.”
  will continue to under-perform. Sad days - and totally avoidable.”
                                                                            ▪ “The overall direction of the Club is not being planned properly.
▪ “Ownership and club philosophy - to be a football club , or money           There definitely needs to be a Board member who has experience
  making business. “                                                          of managing and knowledge of current footballers and who is
▪ “Owners commitment and long term vision for the direction of the            given a budget to work with Ole with a view to having a team that
  club.”                                                                      can challenge for the League and Champions league titles.”
▪ “I don’t believe the Glazer ownership model has the best interests of     ▪ “The lack of footballing knowledge in the business side of the club
  the on-field performance of Manchester United Football Club.”               since David Gill left has led to failure after failure. Previous
                                                                              managers would've faired better in the right setting but the
▪ “Why don't the Glazer ownership ever communicate nor speak to the           structure of the club hasn't allowed them to flourish. A director of
  fans like other club ownerships? What's happened to "doing                  football type with full responsibility is needed.”
  unbelievable things in the market?”
Respondents’ comments regarding main concerns

Views on the management of transfers:                                         Views on the need for stadium investment:
▪ “There has been a clear lack of strategic direction from the top, and the   ▪ “Old Trafford, we need a stadium befitting of the biggest club in the
  decisions made over a number of years have seen us fall behind our            world. This means, renovation and increase in capacity. Also, making
  main rivals, with no signs that we will be challenging any time soon. We      sure the training ground facilities are always in the top tier of clubs in
  have clearly overpaid for a number of players, the contract and wage          the world.”
  situation has been scatter gun.”
                                                                              ▪ “The stadium is very tired. Football moves quickly and what was once a
▪ “That the last four years transfers have all been money led with no long      great stadium, up there with the best in European football, is now very
  term thought process. Mourinho and van Gaal in particular had no              much dated. Major investment is needed, not just for the facilities but
  interest in the youngsters whatsoever and neither did the board. They         also the atmosphere.”
  just went out and signed anyone that was going and did not once set
  any foundations for the future.”                                            ▪ “Trying to keep adding to an old stadium instead of looking to build a new
                                                                                one. There is the land close to Old Trafford that could be used.”
▪ “Solskjaer wont be given full financial and authoritative backing to
  reshape the squad and appoint the staffing help he requires to              ▪ “OT has now fallen behind major stadiums in the PL, let alone the world .
  succeed.”                                                                     There are no announced plans about what we will do - ie major refurb of
                                                                                OT or new stadium . I would favour new stadium on same site -
▪ “Funding for rebuild of squad. Positions have been identified that were       structured to deliver best atmosphere and facilities for ordinary fans (
  in desperate need of reinforcements and nothing has been done.                not corporate execs etc ) . Given currently no plan for this , I can only
  Example last summer centre half. This summer midfielder nothing               assume Glazers are looking to exit as that sort of investment does not
  done. We let Lukaku go in the last hours of the window leaving us short       bring them any short term upside
  on attackers with no time to replace. Each year we hear that we have
  200million to spend and that we want to do our transfer business early      ▪ “There is no investment in the stadium and facilities for fans. The board
  and it doesn’t happen.”                                                       say there is, but it is paltry compared to the overall financing of the
                                                                                business.”
▪ “The fact is that our net spend since 2013 has been good enough, but it's
  been poorly spent. The last 2 summers our net spend hasn't been as          ▪ The stadium is now tired and under equipped to support the modern day
  high as it should be.”                                                        fans we have been left behind by most of the top clubs in Europe who
                                                                                either have new stadiums or major updates (we are supposedly richer
▪ “Employing an appropriate director of football. I have no issue with the      than most of these clubs too so why aren't we doing the same we can
  amount of money we have spent since Ed Woodward became Chief                  afford it)! Major reinvestment is needed!
  Executive. However, my issue is how the money has been spent and
  the inappropriate recruitment strategy we as a club have employed. We       ▪ For about ten years Old Trafford was the best stadium in the country. I
  need to work more intelligently in the market to ensure we utilise our        wouldn't say it was in the top third of Premier League stadia now.
  investment to the highest likelihood of success.”
Respondents’ comments regarding main concerns

Views on signs of improvement:                                           One particularly impassioned comment:
▪ “Ole in my opinion is the man for the job, however I feel the board    “I was a season ticket holder, bought the latest shirts.... I now refuse to give
  while giving there full backing to him. Just sometimes they need       the Glazers any further money until they show the same love, care & ambition
  to go the extra mile and really believe in him. With a football head   as our great fans.
  on their shoulders and not a business one.”                            We are run as a personal piggy bank. We stopped being a football club when
▪ “I think Ole has the right attitude and team behind him to succeed     they saw us as a business. with no devotion to now returning the club to its
  but he just needs a little more experience, which is time.”            prestige and previous zenith of performance that the owners leveed all that
                                                                         debt onto. We are not talking financial performance which seems the only talk
▪ “The current manager has made a good start - the club must be          that’s prevalent from a club that loves briefing of social media footprints &
                                                                         whoring to any sponsorship that’ll add to the Glazers Coffers because it
  encouraged to maintain this policy ahead of 'big name' signings.”      certainly doesn’t add to the clubs!
▪ “Managers need time to implement their plans and this would be         A failure to appoint the right manager, poor player profiles during recruitment
  helped with the appointment of a Director of Football and a            & awful player contract management are clear indicators of a senior
  proactive transfer strategy.”                                          management system that has no footballing decision making or intelligence.
                                                                         Yet these are the people who appear untouchable, having failed to employ the
▪ “I like the improvement in counter-attacking with pace which is        right manager, failed to have a coherent player transfer policy or system that
  Utd tradition that had been lost but we can’t break down teams         encourages even belief of competence, that has saddled the club with
  with our midfield. It needed investment over summer and got            expensive failures such as Di Maria, Lukaku & Sanchez whilst left us with a
  nothing. Attack is thin too and too much responsibility on too         core of unlovable deadwood that hinders other players development & drains
  many young and emerging players.”                                      the club of resources best devoted elsewhere. Stop letting player contracts
                                                                         run into the last year/18 months so we appear to be a club dominated by the
▪ “We need to show some faith in one manager.”                           last dollar! A system that seems incapable of doing more than one deal at a
                                                                         time, never able to do deals whilst the club is on tour and takes months to
▪ “Now that Ollie is in charge, I want the club to back him 100%”        negotiate even the simplest of deals! And let’s forget grandiosely announcing
                                                                         contract renewals during transfer windows that cynically hides this clubs’
▪ “I am excited by the appointment Solskjaer and the return to youth     failures in the transfer window.
  but this needs to be backed before it becomes too late!”
                                                                         We were promised a new position of director of football to assist us in
▪ “I like Ole's ideas and hope that he is given time by the board and    navigating the footballing chasm that has developed under the Glazers
  supporters to progress with the team. He's forming a team when         leadership between us and proper footballing giants whose focus is football
  they're young so they'll feel like a real team should. As time         NOT business.... A promise that has died on the belief that Woodward & his
  moves on they'll get better and learn from their mistakes.”            cronies' refusal to give up transfer control... why else would potential Director
                                                                         of Football employees not be interested in leading this massive historic club
                                                                         into a new glorious age?? The Glazers & Woodward have failed this FOOTBALL
                                                                         club, it’s fans & it’s history; Matt Busby must be turning in his grave!”
Interest in a                                                Key Observations
                                                             MUST has campaigned for supporter share ownership to be restored ever since the takeover in

Supporters
                                                             2005. We asked about interest in establishing a new collective share stake for individual
                                                             supporters each investing in a collective supporters shareholding scheme.
                                                             ▪   There is very strong support for such a scheme across all supporter types.

Share Scheme                                                 ▪   Unsurprisingly, the highest level of support came from Full MUST Members who joined
                                                                 because of their aspirations for supporter ownership in the club, many of whom previously
                                                                 held shares that were subject to compulsory purchase when the Glazers bought the club.

                    MUST Membership Status                                                    Matchgoing/Non Matchgoing Fans
100%                                                                         100%
        88%                                                                             86%
90%           85%                                                             90%              83%
                    80%
80%                                                                           80%

70%                                                                           70%

60%                                                                           60%

50%                                                                           50%

40%                                                                           40%

30%                                                                           30%

20%                                                                           20%
                                      12%
                               9% 11%                            8%                                          10%    11%
10%                                                       4%                  10%                                                  4%      6%
                                                    3%
 0%                                                                            0%
           Interested       Somewhat Interested      Not Interested                      Interested      Somewhat Interested      Not Interested

  Full/Lapsed Member      Matchgoing/E-member     Never been a Member                      Matchgoing Fans         Non-matchgoing Fans
Why do  Supporters    We gave respondents the opportunity to tell us
 Why do Supporters why they were interested in participating in a
want to see a Share   collective supporter share scheme. These can
 want a Share Scheme? be grouped into a number of clear themes.
Scheme?
                                    Reason                            % commenting
  Influence / Dialogue / Voice for Supporters                             24%
  Better ownership model / European club models / Step towards this       18%
  Opportunity to be part of club / Have a stake / However small           12%
  Love for the club / My Club / Care about the Club                       10%
  Get the owners out                                                      10%

  Previously held shares (pre-takeover) / Want them back                  8%
  Want to help/save the club / encourage change                           8%
  Won’t work / Sceptical                                                  7%
  Good Idea / Interested (didn’t expand to say why)                       4%
Interest in Supporters Share
Scheme
What people said:
▪ “Because nothing in the world can show more of how I feel and care about the club. If you care about something you
  need to own at least a piece of it, even if it’s one share from a pool of millions.”
▪ “I think that supporters should have more of a stake in the clubs they support. This would give them a voice & allow for
  some influence in how the club is run.”
▪ “I would love to be a part of a holding that has a say in what happens to United and own a tiny fraction of the club.”
▪ “We must take ownership of our club in the long run.”
▪ “Would be a brick in the wall to help achieve the aim of supporter involvement in the running if the club.”
▪ “Such a scheme allows for a balanced football investment between the supporter base and owners.”
▪ “I was previously a shareholder through MUST. Ideally fan ownership is the holy grail, even if it's a small piece.”
▪ “I would like to own part of the football club I love.”
▪ “So the supporters have a share or a say in the club. At the end of the day the supporters are the ones who keep clubs
  functioning. Without the fans who pay to watch the matches the Club is pointless.”
▪ “It would mean that Man Utd is partly owned by supporters and I would see a Bayern Munich style of management or
  Barcelona.”
Brief Explanation
    Potential Changes to                                      Some of the larger European clubs have developed and discussed plans with UEFA for a new
                                                              3-tier European League structure with its own promotion & relegation system. Proposals

    Champions/Europa                                          included significantly more group stage fixtures and removing qualification through domestic
                                                              leagues & cups. These changes would drastically increase the income of elite clubs (probably

    League
                                                              only four in England) and ring fence their status on a permanent basis. We asked our
                                                              respondents to tell us the extent to which they oppose or support these potential changes.
                                                              Since our survey was launched, UEFA has postponed its plans and will now undertake a
                                                              consultation with all stakeholders, including supporter groups.

Key Observations                           Matchgoing/Non-Matchgoing Fans                                               Total Results
▪   The fanbase is strongly        70%
                                                                                                                     4% 3%
    opposed to the concept of a          58%
    ‘European Super League’        60%
                                            54%
    as originally proposed.
                                   50%                                                                   20%
▪   Both matchgoing and non-
    matchgoing fans were in        40%
    agreement.
                                   30%
▪   20% of respondents                                                                                                                           56%
    understandably felt unable                      17% 17%     19% 21%
                                   20%
    to provide an opinion in the
    absence of further details     10%                                                                     17%
    and explanation of the                                                 4% 4%      2% 4%
    proposals.                     0%
                                         Strongly    Oppose     Neutral    Support   Strongly
                                         Oppose                                      Support
                                                                                                      Strongly Oppose    Oppose             Neutral
                                             Matchgoing Fans       Non-matchgoing Fans
                                                                                                      Support            Strongly Support
Principles of                                                   Below are a number of key principles that have been created by our National
                                                                      Football Supporters Association (FSA) and Football Supporter Europe (FSE)
                                                                      which we think should be incorporated in any new competition format devised
      Reformed Competition                                            by UEFA. We asked our respondents to state the extent to which they
                                                                      agreed/disagreed with the following principles:

                                                             Total Fans                                   Away Matchgoing Fans
                                                                                            5%                                                  6%
    Promotion and relegation should be based on
                                                               88%                    7%                            87%                   7%
               sporting performance

                                                                                            3%                                                  3%
       We should protect the PL/EFL leagues and
                                                              85%                     12%                           85%                   12%
                     competitions

                                                                                            3%                                                  4%
     We want competitive leagues and reduce the
                                                             84%                      13%                           84%                   12%
              concentration of wealth

                                                                                            2%                                                 5%
  Weekends are for domestic league fixtures, not
                                                                93%                     5%                           94%
                   continental
                                                                                                                                                1%
                                                                                            4%
Teams should qualify based on results, not history
                                                               87%                    9%                            86%                   9%
                  or heritage
                                                                                                                                                5%

   The money from elite football should be shared
                                                         69%                    23%     8%                    67%                   23%    10%
              across the whole game

                                                     Agree    Somewhat Agree       Disagree
How will MUST take forward the results of this survey?
    In the last few years, MUST’s official position has been to maintain constructive dialogue with the club as a means of progressively achieving
    solutions to fan-related issues. To establish whether this is a popular view, we asked our respondents to answer the following question: “How
    important is it that MUST maintains a direct dialogue with the club to ensure the issues affecting all fans are heard directly at board level ?”
    ▪     The results were overwhelmingly in favour of this approach.
    ▪     A small minority would prefer to see a more aggressive approach in the form of protests, marches and demonstrations – this would
          almost inevitably curtail the direct dialogue approach.

                    Matchgoing/Non-Matchgoing Fans                                                              MUST Membership Status

                             3%                                                                                5%
        Not Important                                                                    Not Important        3%
                             4%                                                                                5%

                              7%                                                                               4%
Somewhat Important                                                                 Somewhat Important          5%
                             5%                                                                                 6%

                                                                        90%                                                                            91%
           Important                                                                        Important                                                  92%
                                                                            91%                                                                       89%

                        0%          20%      40%        60%     80%         100%                         0%          20%     40%     60%       80%      100%
                                  Non-matchgoing Fans     Matchgoing Fans             Never a Member          Matchgoing/E-member   Full Member/Lapsed Member
Conclusions and Actions
▪ It is hardly surprising that supporters are massively dissatisfied with the performance of their team over the last six years. That dissatisfaction
  has continued through successive managers. Supporters are more satisfied with performances under OGS (although survey results pre-date a
  poor run of results in September).

▪ Supporters are very dissatisfied with how the club has been run by the owners and their directors over that time, particularly with regards to
  squad investment. Ultimate fault lies with the owners’ financial model, which has dictated strategic decisions and direction.

▪ While there are positive signs of a new vision and strategy, and the first signs of delivery through the summer transfer window, there is limited
  understanding and therefore confidence that the necessary structural changes have been made to support that delivery. Supporters need direct
  and credible clarification, explanation and assurance on those plans and how they are being delivered.

▪ Assurance is also needed from the owners that, having systematically taken large sums of money out of the club, they will now commit fully to
  the immediate extensive funding required to renew both the playing squad and the stadium’s infrastructure.

▪ Respondents endorsed MUST’s own strategy of engaging in structured dialogue with club directors to represent important issues and the
  aspirations of our fans. MUST will now seek to extend that dialogue, including pressing on the organisational and ownership challenges.

▪ Supporters have expressed a clear and strong interest in participating in a scheme that enables individual supporter shares to be held in a
  collective scheme. We believe that it is also in the club’s interest to work with us on this as a priority.

▪ Supporters strongly oppose the initially trialled plans for a UEFA Super league and their potential impact on domestic competitions and support
  the principles adopted by the national FSA. We will feed those views into the recently agreed UEFA consultation.

▪ Supporters should back the manager to deliver over the rest of the season with a squad that must be strengthened in January.
Thank You
Conducted by the Manchester United Supporters’ Trust (MUST)

                  November 2019
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