Manchester United has added Asia to its list of preseason tour destinations, which now spans across three continents.
Kuala Lumpur and Hong Kong are the two most recent destinations the Premier League club has revealed as part of its preseason plans. Manchester United will face ASEAN All Stars in the 84,000-capacity Bukit Jalil National Stadium in Kuala Lumpur on 28 May, before playing at the Hong Kong Stadium in China, on 30 May.
United has already revealed it will play against Leeds United in Scandinavia in July and take part in the Premier League’s Summer Series in the US in July and August.
Omar Berrada, CEO at Manchester United, said: “We appreciate the amazing level of support that Manchester United enjoys around the world and this summer we are delighted to deliver a schedule that provides our fans in Asia, Scandinavia and the US the opportunity to connect with the club and watch the men’s first team play live in local settings.”
Several commercial partners for the trip to Asia have already been announced, including Snapdragon and Malaysian Airlines. The club also plans to connect with existing partners while at the games, suggesting possible activations with its official beer sponsor, Tiger Beer.
According to Mail Sport, the Red Devils stand to gain around £8m for the two matches. While the club is arguably in need of some added income due to Profit and Sustainability (PSR) pressures, the timing of these matches has drawn criticism from supporters.
Manchester United’s 2024/25 season is set to end on 25 May against Aston Villa, meaning that players will leave for Asia straight after the match. Players, clubs and leagues have been outspoken over fixture congestion in recent months after both FIFA and UEFA announced expansions to domestic tournaments.
Many supporters feel that player welfare is not being taken seriously, with preseason tournaments seemingly expanding every year.
Berrada addressed these concerns indirectly in the announcement, stating: “Importantly, Tour fixtures drive significant additional revenue which help make the club stronger, allowing us to keep investing in success on the pitch.
“They also create unique opportunities for us to collaborate with our valued commercial partners, and to deepen relationships with our fans in regions such as Asia and the US.”
Focus on Asia
North America has become the preseason destination of choice for a lot of Premier League clubs in recent years. The continent is experiencing significant growth when it comes to consuming and participating in football, and commercial opportunities in the region continue to increase.
However, for a large part of the 2000s, Asia was seen as the market with the most potential. This tour marks Manchester United’s first return to the continent since its match against Liverpool in 2022.
In addition to this trip, the club demonstrated a resurgence in its Asian strategy earlier this season, partnering with the aforementioned Tiger Beer. At the time, Florence Lafaye, Commercial Director at Manchester United, said that Asian fans are such a “vital part of the Manchester United community.”
This aligns with the trend of global relevance becoming increasingly important for football clubs, as it allows them to partner with brands across the globe and welcome foreign fans who traditionally pay more for match tickets and buy more merchandise.
