The club wants to grow and generate new fans worldwide – the negative press we get massively affects that.
Think of it like a review... if you read that a movie is rubbish, a lot of people will decide not to see that movie - or if they do, have already had an opinion formed of the movie, so subconsciously will already dislike it.
Similarly, when buying online, or booking a holiday - we read reviews and can base our purchase on these review.
The problem is, in most cases we have no idea how genuine these reviews are... years ago Samsung were fined for being found to have paid for negative reviews of a rivals product... movie review sites have been found to have affiliations to certain studios and as such are very favourable to that studios movies... similarly, companies employ influencers on social media to push their product/service etc.
Football is no different – we constantly receive the equivalent of negative reviews, so the consumer - or prospective fan - will be put off following us, especially when they're being told how fantastic United or Liverpool are. If the club truly wants to expand to match their ambitions, they have too win this war... as daft as it sounds, it can be just as important as what goes on on the pitch these days... United and Liverpool have been generating massive revenues over the years despite lack of success.