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United effort to recruit supporters

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By The Drum Team, Editorial

April 17, 2003 | 2 min read

Shareholders United, the trust that helps maintain the independence of one of the world’s most loved and loathed football clubs, Manchester United, has appointed Clear Marketing to add to its existing 30,000 Supporter Shareholders.

The body, which was credited with playing a major role in the blocking the 1998 take-over bid by BskyB/Rupert Murdoch, is seeking passionate United followers to ensure that any future bids stand little chance of success without at least the involvement of the club’s grass roots support.

Speaking about the decision to appoint Clear and launch the recruitment drive, John Fletcher, vice president of Shareholders United, said: “We spoke to three marketing consultancies and appointed Clear because they challenged our traditional view of how we should be talking to our target audience.We asked the question: ‘Why aren’t more supporters buying shares when they are so passionate about the club?’ We were challenging the fan’s passion and they were saying: ‘we are passionate – we already spend most of our time and money on the club, why do we need shares?’

“The campaign proposition from Clear identified the issues facing the club, namely the threat to independence and the role of the Supporter shareholder. Shareholders United needed to reach out to supporters and speak in a tone of voice that ensured we are not seen as a corporate entity, but rather something that is relevant to the match-going fan.”

The Didsbury based agency has now developed new branding and a website to work in conjunction with the recruitment campaign.

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