Manchester United has shown European Super League football clubs should be wary of a brand backlash

Manchester United’s training kit sponsor has pulled the plug on a £200m deal due to a supporter backlash in the wake of the failed European Super League proposal. Can club owners continue to ignore key stakeholders as brands and fans recover from a global downturn?

by Arvind Hickman

Manchester United fans protest against the club's owners at Old Trafford, causing a game to be postponed (Photos: Getty Images)

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