What Manchester United's new £235m sponsorship deal with TeamViewer means for the club, fans and manager Ole Gunnar Solskjaer

'The National' spoke to United’s managing director Richard Arnold about football's future under cloud of Covid and why the new sponser was chosen

TeamViewer will replace Chevrolet as Manchester United shirt sponsors from next season. Reuters

Manchester United announced on Friday that their new shirt sponsor is remote software company TeamViewer, in a deal worth £235 million ($326m) over five seasons starting from next season.

Describe how covid has affected Manchester United economically?

The pandemic has been an incredibly difficult time for everyone around the world and it has been no different for United. It’s the biggest economic recession since records began. We had three months of not playing any games and then moving to behind closed doors with no fans.

It has been difficult but the club has been conscious of how much more difficult it has been for others. That has underpinned a lot of the work that the club has done, whether giving away £5 million of meals to the local community, supporting contract and casual workers – we didn’t take furlough money or government loans.

We also worked with fan clubs across the world, but it has been incredibly damaging for everyone and our industry in particular. For clubs who are dependent on gate income it has been even harder.

At United, we work hard to make sure we have a sustainable economic model for the club. We can look to the future with confidence and that has stood us in good stead relative to others.

We have been fortunate to have some amazing partners who have stood by the club through these difficult times and have the economic strength to do the things that we’ve talked about. So it has been difficult but we have been fortunate not to be as affected as some other clubs.

Looking beyond United, what picture do you see economically in football?

Tough – and that’s the case across Europe. I know the whole industry is desperate to beat the virus and to get back to full stadiums.

How did this shirt deal come about? Did you expect Chevrolet to continue?

We’re systematic about our processes. We’re resilient – you can see that on the pitch with the team coming from behind to win games. Off it, our team have had to change. In the past we would get to know potential partners really well face to face. All of the work on the process this time has had to be done remotely using video conferencing from bedrooms and kitchens. We’ve put together an exciting partnership.

Was there as much interest as the last time you went to market for a shirt sponsor?

We had double-digit participants in our process. Manchester United is very fortunate to be able to choose a partner – TeamViewer were not the highest bidder. What they bring to us is beyond money.

TeamViewer is an incredibly exciting company; they have grown incredibly quickly. They’re strong and innovative. The products they offer make life a lot easier in a digital environment. They have been a strong business which is why they are in a position to secure future growth. We’ll be able to bring products to the fans in future which will be exciting and interesting. Some of the technology which TeamViewer is using is right at the cutting edge and they’ve made acquisitions using AR and VR. We want to be strong in the digital space.

Why are TeamViewer interested in Manchester United?

There are a couple of things. They’ll be able to connect with a billion really passionate fans around the world. That will translate into people being interested and excited about their services.

The second point is the track record we have in helping exciting and fast growing companies. Look at AON or the work we did in making Chevrolet No 1 in China. They’re an amazing company. And the work we've done with adidas – putting them No 1 in football.

As we got to know TeamViewer, we became excited about what will be achievable.

You mention China. Outside of the UK, what are the main markets globally which the club are looking to expand in?

We're genuinely global. We don’t think in terms of market. There is a sense of community and tribalism among our fans wherever they are. There are nearly 300 million fans in China so that makes it an important place for us. We’re popular in terms of being number one on social media platforms in China as we are on platforms that are more familiar to people living in the west.

The USA – Matt Busby took his team there in the 1950s by steamship and there are incredible numbers of fans who live there. Fans in India have a big engagement with the club.

We’re seeing engagement on social media with every single country in the world.

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AC Milan 0 United 1: player ratings

AC MILAN RATINGS: Gianluigi Donnarumma, 6 – One of the world’s best no doubt, but he was mightily relieved to see a misjudged pass out from the back strike Daniel James and trickle out of play for a goal kick. He was significantly more commanding when he charged about 30 yards to nick the ball away from the same man, although he was beaten comfortably by Paul Pogba’s deft finish. EPA

Pierre Kalulu, 6 - Promoted to the starting XI having featured for just 16 minutes at Old Trafford. He had a much busier night this time around with Luke Shaw once again looking in the mood, but he stuck to the task well for the most part despite a couple of nervy moments. Replaced by Diogo Dalot. EPA

Simon Kjær, 7 – Milan’s last-gasp hero was once again their saviour on multiple occasions in the second leg with a couple of vital clearances to turn perilous crosses from the right away to safety. He won pretty much every 50/50 he was involved in too in another assured night’s work. Reuters

Fikayo Tomori, 7 - Like his goalkeeper, he showed some early nerves as he completely missed James’ cross and he wasn’t much closer to Greenwood’s a couple of minutes later, although he bounced back superbly to halt James as United broke at speed. AFP

Theo Hernandez, 5 – Struggled against the energy of Mason Greenwood and James, but he showed good strength to put Aaron Wan-Bissaka on the deck and he got away from the same man to send Samu Castillejo on his way. Beaten for pace by James but certainly not in strength in what turned into an intriguing battle, with the full-back later clattering the winger - somewhat cynically - for good measure. Reuters

Soualiho Meite, 6 - Produced some lovely footwork to wriggle past a couple of lunging challenges as Milan ventured into United territory for the first time after a spell of heavy pressure, only for a promising move to fizzle out. Failed to clear his lines as Pogba capitalised on some penalty area pinball to lift the ball beyond Gianluigi Donnarumma. AFP

Franck Kessie, 8 - The midfielder was desperately unlucky to see a sublime effort ruled out in the first leg and he had his side’s first effort in the second, but it was easy work for Dean Henderson this time. Another classy outing in the middle of the park for a player who always looked the most likely man in red and black to make something happen. Reuters

Hakan Çalhanoğlu, 6 - He was desperately waiting for the pull-back from Castillejo who opted to find Rade Krunic and probably wished he hadn’t. The midfielder later picked out Kessie with a calculated cross from the right only for the impressive Ivorian to glance wide. Reuters

Alexis Saelemaekers, 6 - Given acres of space to drive a fizzed effort from outside the box at Henderson, only for the ball to strike the goalkeeper’s elbow and squirm behind for a corner. He always looked dangerous when Milan were in the ascendency, but the final ball was never quite on the money. AFP

Samu Castillejo, 7 - Had United defenders scrambling with a couple of driving runs into the box from deep but his lay-off to Kessie lacked composure as a big chance went begging, before his angled strike was later pushed to safety by Henderson. Reuters

Rade Krunic, 5 - Scuffed a golden chance wide after good work from Pierre Kalulu and that was the final act of a fascinating first half. He did so well to get in front of Wan-Bissaka, but he had to hit the target and it was a miss that proved to be costly. EPA

SUB: Diogo Dalot, 6 - Replaced Kalulu in a double-switch in the 65th minute and was booked shortly after for protesting a free-kick a little too vocally for the referee's liking. He’ll be as guttered as anybody to crash out though; he’ll have felt he had a point to prove to Ole Gunnar Solskjaer and the United faithful. AFP

SUB: Brahim Diaz, NR - Replaced Krunic in the 72nd minute as Milan looked to inject even more intensity. The ex-Manchester City man added some extra pace into the mix, but he didn’t really have too much of an impact. Reuters

SUB: Zlatan Ibrahimovic, 6 - One of the game’s biggest in character and stature, the towering Swede is quite simply made for these moments, but one generation was denied by another as the 39-year-old tested the reflexes of Henderson who made an excellent save from point-blank range. EPA

MANCHESTER UNITED RATINGS: Dean Henderson 8. Retained his place and was a huge influence. Best save in first half came after 40 minutes from Saelemaekers. Also made a fantastic stop at the back post from substitute Ibrahimovic and no late mishaps like in the first leg. EPA

Aaron Wan-Bissaka 8. He blocks, he tackles. He plays week after week in a defence which has stopped conceding goals. Immense in the second half as his team had less possession but were still in control. Reuters

Victor Lindelof 8. His positioning and distribution along with that of Maguire was vital to create smart overloads against Milan’s forwards. Super tackle on Castillejo when the Spaniard was one-on-one with him. Man of the match. Reuters

Harry Maguire 8. Key to United’s plans with Lindelof and the pair needed to do this to help break Milan down and create chances. Always vocal. Took one for the team with a shot to his head … but bounced straight back up. Reuters

Luke Shaw 7. He’s no Maldini, but he’s having his best season in a United shirt and was comfortable. Also a threat in attack as he increasingly pushed forward. Booked. EPA

Scott McTominay 7. Sprinted back to check a Milan attack when the defence was outnumbered but Milan’s pressure wasn’t as intense as the first leg, nor what United expected. That was because McTominay and Fred helped control the game and defended when needed. Nervy moment as he stuck a foot out to stop a dangerous Milan pass – and the ball deflected towards Henderson. Reuters

Fred 8. Big influence. Milan went man on man pressure across the back and in the middle, meaning United needed to play third man runs behind them – as United did against Leeds in December. Shot tamely on target after 25. Reuters

Daniel James 6. Ran forward with Greenwood shouting ‘DJ! DJ!’ for the ball to be squared. It wasn’t. Busy down the right but final ball lacking – though his passing accuracy was only bettered by Lindelof. Must improve if United are to move up a level. Reuters

Bruno Fernandes 5. Shot over in United’s first real chance. Frustrated as he mishit a 24th minute pass. Took risks and tried to create magic. Key pass before Pogba’s goal but not a night he’ll remember as one of his best. Reuters

Marcus Rashford 6. Went off after a quiet first half when United underwhelmed. Looked like he’d come back from injury too soon. EPA

Mason Greenwood 6. Chosen up front given the absence of Martial. Very early chance from a James cross and got into the right positions in the first half but working off poor service. He’s playing well, he’s just not scoring. Reuters

SUB: Paul Pogba 8. Came on at half time for Marcus Rashford after six weeks out and changed the goal after three minutes with a clever feint. Played on the left and looked sharp. Game changer. Reuters

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You mention a billion fans. How do you arrive at that figure and how is it measured?

It’s one of the biggest surveys of its kind. It has been done the same way for decade after decade, audited and published in our listed accounts. It’s a resilient method which will stand toe to toe with any consumer survey conducted by any global organisation in the world. It is extrapolated from a simple question: ‘which football team do you support?’ Unprompted. That, extrapolated from a number of samples, gives us 1.1 billion.

And how do you monetise that support? Is it primarily through sponsorship and commercial deals because for years – and I’m going back to the 90s – the club really struggled

I’m no sure that that is the right way of looking at it. The two things we do are, firstly, to engage fans, seeking to connect them ever closer to the club. What’s different from the past is that the club is able, now, to literally be in the back pocket of every fan every day via mobile phones. The amount of time the people spend in a digital environment is phenomenal and our fans are no different.

The demographic of our fans is heavily skewed to the young population and heavily skewed to users of digital devices relative to the general population.

What does sponsorship mean? It means that Manchester United have a strong, sustainable business model. We can weather the storm as we have seen with the pandemic. That’s an important part of making sure that we’re really strong on the pitch.

The second aspect is being able to offer people, companies and services directly to fans. If you look at our most recent quarterly results you’ll see that our digital footprint and connection translated into record commercial results in the last 12 months.

Have United earmarked any destinations for pre-season tours in the next few years. We understand India was to be visited in 2020.

The touring tradition goes back to the 50s and it’s an incredibly important part of our engagement. The plans in the year affected by Covid did include India and we had got to the point of being about to announce promoters for India.

The USA and China have been important but as we sit here at the moment, the first priority is to get to a point here we can get to full stadia. That looks like it will be the case next season with the trends we see and the science from the government.

It is very important for fans to be back. When we have that, we can start to think about visiting fans around the world where the family live.

Can Ole Gunnar Solskjaer expect to be backed with some of the money from these sponsorship deals in the close season so he can strength his team?

Ole is a fantastic manager and I’m fortunate to know him as a person and to see the work he is doing with the club. He’s an amazing guy who is loved by board and fan alike. It goes without saying that any manager of Manchester United will be backed.

That’s the important aspect of our business model. As for the specifics of one transfer window verses another, Ed [Woodward] gave some guidance on that on our quarterly call and I don't have a huge amount to add to that.

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Gallery: City 0 United 2

Manchester United's Bruno Fernandes celebrates scoring their first goal in a 2-0 win at Manchester City on Sunday, March 7. Reuters

Manchester United's Bruno Fernandes, right, scores the opening goal from the penalty spot past City goalkeeper Ederson at the Etihad Stadium. AP

Manchester United's manager Ole Gunnar Solskjaer congratulates midfielder Bruno Fernandes. AFP

Manchester City's Raheem Sterling reacts during match against Manchester United at the Etihad Stadium. AP

Manchester United's Marcus Rashford leaves the field after picking up an injury. AP

Manchester City manager Pep Guardiola saw his team's winning run come to an end. Getty

Manchester City's midfielder Kevin De Bruyne is tackled by Manchester United's defender Victor Lindelof. AFP

Manchester City's defender Ruben Dias vies with Manchester United's striker Anthony Martial. AFP

Manchester United's Luke Shaw celebrates with Bruno Fernandes, left, after scoring. AP

Luke Shaw of Manchester United scores the second goal of his team. EPA