As forecast in WAMN yesterday, the marketing deal between America’s wealthiest baseball club and the world’s richest soccer club was confirmed at a New York press conference.
The respective parent companies of the New York Yankees and Britain’s Manchester United revealed little in the way of hard detail about the alliance, although it will orient more towards the promotion of Man U in the USA than the Yankees in Britain. The UK club already claims a following of 50 million fans worldwide.
Yankees’ holding company YankeeNets LLC which also controls basketball's New Jersey Nets and the New Jersey Devils hockey team, already has a football [US-style] marketing alliance with the New York Giants. The US company plans to launch Manchester United soccer training camps in America, sell Man U merchandise in its team stores, and organize a nationwide tour for the soccer club in 2003.
More important, and certainly even more lucrative, the duo will jointly package their worldwide sponsorship and broadcast rights. This, predicts Denver sports consultant Dean Bonham, “will have very little measurable impact in the weeks and months to come, but when we look out a decade we'll say, 'Wow, they were way out there.' "
News source: Wall Street Journal