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