Manchester United set out a dazzling Davos shop front this week but insisted its lounge was to entertain clients and partners rather than to attract buyers during the annual summit of the World Economic Forum, which begins on Monday.
United said in November they were looking at options to either get new investment or explore a potential sale, 17 years after the Glazer family bought the club.
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There has been no update since, amid reports that bids from the United States, Middle East and Asia are expected to come in within the next month.
Ellie Norman, a spokesperson for the club, said the lounge was “definitely not” aimed at attracting buyers, and would be used to meet existing clients and partners. The strategic review was an ongoing process, Norman told Reuters, adding “we don’t know the outcome” and declining to give further details.
On the main high street in Davos, where the Swiss ski resort’s shops have been temporarily converted into slick spaces by tech companies, banks and governments to host events during the annual gathering, United’s luxury lounge stood out. Curious passers-by stopped to peer inside and take photos.
View image in fullscreenA view inside the Manchester United lounge in Davos. Photograph: Arnd Wiegmann/Reuters
Peter Schmeichel, the former goalkeeper revered by fans, and Richard Arnold, the club’s chief executive, will host a nightcap for guests on Tuesday with canapes and a speciality “red devil” cocktail. United’s executive co-chairman Avram Glazer, a Davos regular, is expected to arrive this week. A reception emblazoned with golden insignia greeted well-heeled visitors to a space decorated with black velvet lounge chairs and couches, with coffee served by staff in bow ties.
Video screens featured players, including Christian Eriksen, and slogans such as “A World United” and “Engage Unite Empower”. Also on display were a framed shirt and copies of the former manager Sir Alex Ferguson’s book on leadership, alongside a tray of sunglasses and rows of branded black tote bags.
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“Manchester United is proud to be the first sports team to partner with the World Economic Forum,” it said in a statement. “Our global community of 1.1 billion fans and followers provide us with powerful opportunities to engage across cultural and geographical boundaries. We are in Davos to explore ways to maximise the impact of the extraordinary reach.”
