How Manchester City leapfrogged Manchester United to become commercial powerhouse | OneFootball

Manchester City officials replicated Manchester United’s commercial strategies of the past, only to leapfrog the Old Trafford club significantly in the years that followed.

In the early 2010s, Manchester United were widely regarded as the benchmark for global football branding, maximising revenues through expansive sponsorship deals across multiple industries and territories.

Manchester City, under Sheikh Mansour’s fresh ownership and the vision of Ferran Soriano, mirrored many of those strategies to build their own commercial footprint, since transforming the club into a model that rivals, and in some cases surpasses, the blueprint United pioneered.

The past decade has seen City diversify their commercial network in a way that ties into their on-field dominance, creating a cycle of growth. Where United’s progress has stagnated in line with inconsistent performances and managerial upheaval, City’s stability under Pep Guardiola and their constant stream of trophies has fuelled unprecedented sponsorship interest.

That strategy has pushed them into contention with the likes of Real Madrid, Bayern Munich, and other long-established European giants for top spots on global financial rankings. City’s expansion has also been bolstered by the global reach of the City Football Group (CFG), which has enhanced brand recognition in key emerging markets.

Clubs such as New York City FC, Girona, and Mumbai City have acted as strategic gateways, increasing the visibility of the City brand far beyond the Premier League. This ecosystem has allowed City to capitalise commercially in ways United have not been able to replicate.

Now, according to a new report from MailSport’s Ian Ladyman, City today see their main commercial competitors as Liverpool, and – despite ‘copying’ strategies of Manchester United in the past – now sit second only to Real Madrid on the 2025 Deloitte Money League.

On the same ranking, the report highlights that Manchester United are now fourth. A long-standing City source told MailSport, “We did see what United did well. The three official shampoo suppliers in the Far East kind of thing.”

It is further highlighted that in the last six seasons, Manchester United’s commercial income has grown by just 10 per cent, while City’s has rocketed by more than 50 per cent over the same period.

Speculation will now inevitably turn to how Manchester United can reclaim lost ground, with Sir Jim Ratcliffe’s INEOS-led project placing heavy emphasis on financial modernisation. Yet with City’s model extending across global markets and underpinned by sporting success, it could prove an uphill challenge for their rivals.

Equally, City’s commercial standing may grow further if they continue to attract elite sponsorship deals off the back of their Champions League profile. Reports earlier this summer also emphasised how the Etihad hierarchy remain keen on broadening their partnerships across Asia and North America, recognising these regions as vital for future dominance.

Ultimately, the club’s rise as a commercial powerhouse not only underlines the effectiveness of their business model but also signals a shifting power balance in English football. What was once seen as United’s unassailable territory has become City’s new stronghold.