The perfect fumble
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https://www.belfasttelegraph.co.uk/...-ability-to-make-money-woodward-36918019.html
Woodward replied: “Playing performance doesn’t really have a meaningful impact on what we can do on the commercial side of the business.”
Bingo.
This is the truth of it, Utd used to strive to be "there, or thereabouts", where "there" was winning the league and "thereabouts" was top four, but from a commercial point of view the additional revenue required to be "there" (win the league) cannot be justified, it costs more than the additional revenue generated by being top dog. The optimum place to be from a commercial point of view is top four.
Woodward has quoted money bags Liverpool as his exemplar, they've never won the Premier League yet still coin it. Arsenal have used this model for the last 15 years, top four is like winning a trophy! Well Arsene it isn't, because keeping the shareholders happy is just one part of the equation and while in the pre internet/social media world you could get away with this shit, in a truly global world, millions of young people are coming to football for the first time and 1999, the Invincibles and glorious Istanbul are ancient history to them, they want fast flowing exciting football now and there's one team in the Premier League that gives it to them in abundance.