How Man United could look in five years if Qatari takeover bid succeeds
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The biggest soccer club in the country could soon be owned by some of the richest people on the planet.
In an exclusive bombshell last week sports mail revealed that a group of super-rich Qatari investors want to buy Manchester United. If they succeed, and they believe they will, they will waste no time in returning the Premier League giants to the top, both on and off the pitch.
Here, Mike Keegan examines what, with no money involved, that acquisition could look like and details what could be the biggest sports and regeneration project this country has ever seen.
They arrive at Manchester Airport United Terminal (via Qatar Airways United Shuttle) and are transported by the high-speed United Express (painted red, white and black) to the newly opened United Station. The trip lasts 10 minutes.
From the platform, with ‘Glory, Glory Man United’ playing over the loudspeakers, they get their first glimpse of the world famous Stretford End, all glass and chrome after its no-expense-spared renovation.
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United Monorail then takes them the short distance to United World, a gigantic entertainment complex in the shadow of Old Trafford, surrounded by luxury apartments and fancy restaurants.
Inside, safe from the notorious Manchester weather, they shop till they drop. Anything you could want comes with the United brand. They fill their baskets with replica jerseys and a Captain Marvel Rolex before breaking a penalty past Peter Schmeichel in the interactive square.
They pay for images that they hastily post on their social media accounts. They then return to the monorail where a hologram of Eric Cantona wanders the hall, telling them all about the history of the Theater of Dreams and what to expect when they get inside.
The stadium takes their breath away. Leaky roof is a thing of the past. This is £2bn well spent by the Qatari group that took control five years ago. There are no fewer than eight levels of corporate hospitality to choose from and all 80,000 seats offer crystal-clear views of the hallowed turf.
The new owners have taken the knowledge and experience gained from building seven new stadiums for the 2022 World Cup and have taken it to the next level. They have chosen two spaces in Redzone, because they want the authentic experience and the unbeatable atmosphere promised.
They sit in padded, heated seats and can order food and drinks through the United+ app, which they subscribe to every year. Even though they may live thousands of miles away, it makes them feel like part of the United family. The app, which costs a penny for the equivalent of £20 a month, offers them everything from exclusive content to the chance to bid on an auction in exchange for a personalized message from a player of their choice.
The visitors, just two of United’s 659 million global supporters, barely have time to catch their breath before Erik ten Hag’s Premier League and Champions League winners take to the pitch.
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Since Qatar replaced the Glazers, dividends and debt payments have become a thing of the past. Instead, there is investment. Investment on a scale never seen before. Some of the biggest names in the world are here in red jerseys and white shorts.
After the routine victory, ride the monorail back to Red Devils’ Lair, one of three United themed hotels built on the vast expanse of land around Old Trafford that the Qataris have transformed. It didn’t come cheap, but a guest appearance by Kylian Mbappe, signed for a world record £250m Paris Saint-Germain, and a Michelin-starred meal (accompanied by wines chosen by Sir Alex Ferguson) make it well worth it.
As they drift off to sleep, in rooms bedecked with photographs of United greats from George Best to Marcus Rashford, they plan their next trip. Does it sound exaggerated? It could, but if the Qatar group this newspaper revealed that it wanted to buy Manchester United in order to succeed, it may not be a million miles from the truth.
Those with knowledge of the potential buyers have revealed that they intend to act quickly and decisively. They see United as the biggest club in the world and will waste no time in making sure they start acting like it. Potential is the key word.
Clubs like United don’t come on the market often. It is widely recognized across the industry that, under the Glazers, United have not come close to monetizing that large following. In addition to arming Erik ten Hag with the players he needs, making sure that happens will be top of the list.
When it comes to Old Trafford, they would have a head start. Backed into a corner by the fury of the fans, the Glazers brought in the architects. The plans and proposals, reform or rebuild, are already prepared. With money no object, a £2bn transformation could well be on the cards. Either way, corporate hospitality will be at the heart of any project.
Everton are looking to bring an ‘eight level’ offering to their new home next to the Mersey and United have tried something similar, ranging from an upgraded seat and access to separate food and drink kiosks to a champagne tunnel. and caviar. Club similar to those operated in Manchester City and Tottenham Hotspur.
United owners Joel (L) and Avram (R) Glazer are seeking more than £6bn to sell the club
Getting cash out of attendees’ pockets will be the priority. There is no real fan zone and the large amount of acreage the club owns around Old Trafford offers the chance to rectify that. United World makes sense.
Every day, tourists from all over the world flock to the stadium, creating a trade in selling unofficial merchandise on the concourses. Getting that money and much more into the club’s pockets will be part of any plan.
As for United Station, it already exists, more or less. Behind Stretford End is a freight terminal currently under lease and already a decent income generator. Some have wondered if that terminus could come back under club control and even act as a second major train station for Manchester, targeting those on the city’s more prosperous south side who would then not need to travel downtown.
It could also act as a hub on match days, helping alleviate the paralyzing traffic chaos currently faced by thousands of people staying until the final whistle and offering a quick connection to the airport.
The Qataris will be well aware of the project that their Abu Dhabi neighbors have carried out five miles to the east. They created the plan. But this is likely to look very different. What we now know as the Etihad Stadium is surrounded by one of the most deprived areas of the country. The City’s acquisition was made more palatable by the investment made in that community. The dynamic at Old Trafford, however, would be different.
This is prime property, served by an efficient tram network, with MediaCity just across the water. High-end apartments, restaurants and five-star hotels, something Manchester lacks, would make sense. That would be acceptable to the heads of the councils given the influx of spending, council taxes and business fees that would bring.
“When everything is ready, this could even be a second city center,” explained an industry insider. ‘Or at least a vibrant city center to the southwest.’
A link with the other Old Trafford is not ruled out. The Test home of the Dubai-based Lancashire County Cricket Club, heavily sponsored by Emirates, is unrecognizable after a decade of redevelopment. There is a precedent. While the appearance of the floor has been completely changed, the capacity has hardly been touched.
Instead, a new hotel (with another on the way) and The Point, a giant red box offering various levels of hospitality, dominate the landscape in a place that no longer depends on cricket alone for revenue. Although houses and a town hall separate the two plots, they are connected by a street that could theoretically be pedestrianized and, if money were no object, form the centerpiece of a northern sports village that could, for example, include a new stadium for the United women’s team, whose supporters currently have to travel to Leigh, 15 miles away and in the Wigan district.
A big investment in the women’s side would not hurt Qatar’s image problem. In fact, Trafford council have already drawn up plans for what they have dubbed a ‘Processional Route’ that would link the two places. The finances involved, if Qatar grows, would be immense. The £6bn the Glazers want would be dwarfed. They can afford it. Get it right and the most important income streams would skyrocket.
On Friday, US commercial bankers Raine Group will open the sealed bids and begin the next stage of the process. If the Qataris win, nothing, including United World at Qatar Airways Old Trafford, is off the table.