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Manchester Evening News

Harry Styles can be Manchester United's Taylor Swift - and can make them millions

Man United have been criticised in recent weeks for being late to the party on marketing trends but they have been presented with the opportunity to take the lead thanks to the former One Direction man

Singer Harry Styles reacts during Manchester United's victory over Luton Town
Singer Harry Styles reacts during Manchester United's victory over Luton Town(Image: Catherine Ivill/Getty Images)

Manchester United's marketing department are facing one of their biggest challenges in decades following the Reds' dip in prominence since Sir Alex Ferguson's departure.


I am 25 years old and growing up in Derbyshire every primary and secondary school year group had a handful of United fans in it despite being surrounded by a smorgasbord of Football League and at times Premier League clubs. Why was this? Well, it was thanks to the legacy of dominance Ferguson had presided over.


United were the team to beat and kids found this appealing. Returning to my old primary school a couple of months ago though, it was interesting to see how times have changed.


READ MORE: 18 pictures as Styles steals the show between Luton and United

READ MORE: Styles leaves Neville embarrassed at Luton vs United

Now, youngsters are choosing Manchester City as their club of choice thanks to the Blues' star quality of Pep Guardiola, Erling Haaland and Jack Grealish. Children are fickle and it no longer matters who their parents support, they are going to follow the glory.


But it is not just in British playgrounds where the battle is being lost. The game is more global than ever before and United still want to be a huge presence in the United States - hence the pre-season tour of America.

However, the Reds are beginning to be left behind thanks to their lack of success on the pitch. Once again City remain an important figure Stateside as well as Liverpool thanks to their sporting prowess but there is another way to capture that market, using the glitz and glammer of celebrities.

This past 12 months, Taylor Swift has done wonders for the Kansas City Chiefs in the NFL thanks to her support for her boyfriend Travis Kelce. While the incessant coverage of Swift at matches has not been to every die-hard fan's taste, it has meant big business for American football.


As Dave Powell, Chief Business of Football Writer for Reach PLC explains, Swift's foray into the NFL has been huge for the Kansas City Chiefs and is something United could now replicate thanks to Harry Styles. "The interest in the Super Bowl is always high, but this year carried even greater significance due to the presence of Taylor Swift throughout much of the campaign as she attended games to support her boyfriend, Travis Kelce," he explained.

Taylor Swift pictured at the 2024 Super Bowl
Taylor Swift pictured at the 2024 Super Bowl

"Kelce’s Kansas City Chiefs team getting to the Super Bowl and then subsequently winning it in Las Vegas earlier this month was manna from heaven for NFL chiefs, with Swift’s status as the world’s most marketable pop star seeing huge amounts of interest in the league, which then has a knock-on effect for the kind of commercial partners willing to pay huge sums to get involved, providing some brands a unique opportunity to market to a different audience on an enormous scale.


"Harry Styles is a pop phenomenon, adored in the US. For a club like Manchester United to leverage that unique relationship he has with them would be significant at a time when the club seeks to try and wrestle back some of the ground it lost in the battle for hearts and minds in the US, a country that is now fertile ground for clubs wanting to grow their brands in a market that passionately consumes sport and is also an extremely willing participant in the marketing of products related to fandom."

United have never been one to make the first leap into new forms of marketing. Rio Ferdinand pointed out last month how slow the club was to embrace YouTube.

However, they have dipped their toes into the world of celebrity before. Stormzy played a role in Paul Pogba's announcement video, Julia Roberts featured heavily on their social channels during their America tour and most recently United went to town with content featuring teenage darts sensation Luke Littler.


With all due respect to the trio, they do not have the same pulling power as Styles. Yet, with him in the building for the victory over Luton, he was nowhere to be seen on the Reds' socials. You could justify this by saying the 30-year-old's appearance took them by surprise but even a 20-second video of Styles wishing the players luck could have done huge numbers for United.

Harry Styles watches on as Manchester United beat Luton Town
Harry Styles watches on as Manchester United beat Luton Town

As we enter the new era at United under Sir Jim Ratcliffe, there is hope the Reds will attempt to try new methods to grow their fanbase. The opportunities surrounding Styles are endless.

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From fashion collaborations to partnerships with the likes of David Beckham, United and Styles surely have the popularity to replicate the Swift effect. For once, United need to seize the moment and go all in on this big influencer in the younger demographics while Erik ten Hag attempts to revitalise the club's form on the pitch.

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