Manchester United How to negotiate the best deal

Manchester United How to negotiate the best deal Intermediate level Grammar Point: First Conditional Pronunciation Point: /u/ Business Skill: Negotiating Listening Exercise: The Manchester United Brand Reading Text: Cristiano Ronaldo and David Beckham Functional Vocabulary: Promoting the Brand Role-plays: Negotiate a Sponsorship Deal 1

Old emblem New emblem 1998 Manchester United changed its club emblem in 1998 and removed the words football club. Introductory Questions: Why do you think the club removed the words football club from its emblem? Are these words important? Who might think they are important? World s richest football clubs 2009 - (value in $millions) 1. Manchester United (1,900) 2. Real Madrid (1,500) 3. Arsenal (1,250) 4. Bayern Munich (1,100) 5. Liverpool (1,000) 6. AC Milan (998) 7. Barcelona (995) 8. Chelsea (900) 9. Juventus (700) 10. Schalke 04 (650) TALKING POINT: Why do you think Manchester United is the richest football club? How does the club promote the team around the world? In pairs, think of ways to promote a team in a new region where football is not popular. Do you know what these words mean? (You will hear them in the listening exercise on page 3) A virtuous cycle a network - successful - platform keen - replica shirt - tours - signing players - a range - brand 2

LISTENING TASK 1: Exercise 1: Listen to the text and put the missing words into the gaps. Manchester United Intermediate level In 2009 Manchester United wasn t the best football team in the world but it was the richest. This is because its international is very strong. The team is recognised by billions of people and has over 300 million fans around the world, representing 5% of the global population. This is an excellent for sponsors to market their own products. Nike, for example, sells over 3 million Manchester United each year, and they cost supporters $80 each. The most important factors for an international club like Manchester United are: Firstly, it must continue to have a team. This means winning games, winning trophies and the world s best. This attracts more fans. Secondly, the club needs to turn its fans into customers, by offering them a of products from credit cards to mobile phones. 95% of United s fans never visit its stadium at Old Trafford, so the club needs to go to them. This means around the world, and build a using ManUtd.com, MUTV online, a television station MUTV, and MU Mobile phones. Thirdly, the football success and increased fan base allows the club to charge more for television and sponsorship. This is a. Other big clubs, like Liverpool, Real Madrid and AC Milan are compete in the same market, but Manchester United is top of the branding league. to Comprehension Questions: Are these facts true? 1. Manchester United has over 300 million fans. 2. Nike sells 30 million replica shirts each year. 3. 95% of United s fans visit Old Trafford 4. Manchester United has a website called ManUtd.com 3

SPEAKING PRACTICE: What sport stars earn the most money from sponsorship? Do you think the sport is important, or is the star more important? Is image important to the sponsors? FUNCTIONAL VOCABULARY: Promoting the Brand Exercise: match the words on the left with their meaning on the right 1. Handsome = A. Beautiful 2. Earn B. Talent 3. Stage C. Correct image 4. Pitch D. Marques 5. Deals E. Money from salary 6. Good Fit F. Winning 7. Skill G. Period of time 8. Brands H. Business agreements 9. Successful I. Football field READING 1 David Beckham and Cristiano Ronaldo Exercise: put the missing words from above (1-9) into the gaps. Footballers, Cristiano Ronaldo and David Beckham, are more than sport-stars, they are, in effect, global. Cristiano Ronaldo will more from sponsorship after his world record $130million move to Real Madrid in 2008. In the 2007-8 season, at Manchester United the 24-year old Portuguese player earned $20 million off the from advertising, compared to $42.5 million earned by 34-year old Beckham. Adidas, and Motorola sponsor Beckham because he is a for their products. Beckham s brand is in decline, because of his age and the of his career. Ronaldo has many of the qualities you need to be an international success: he has a lot of, he is handsome, plays for a team and is already famous. PRONUNCIATION PRACTICE: /u/ sound Exercise: decide which word does not have the same /u/ sound e.g. umbrella united ugly under 1. unique upset union universe 2. understand utility until uncle 3. usual cool multi nuclear 4. new crew nut noon 5. tool soon moon - football 4

GRAMMAR POINT: First Conditional Examples: What will you do if you are hungry? If I am hungry I will eat something. What will you do if your car does not work? If my car does not work I will call the mechanic. What will you do if you don t understand? If I don t understand I will The First Conditional in English is used for situations that you think are probable, and you believe they will happen. e.g. You look at the sky and it is dark so you say, If it rains I will take a taxi. OR I will take a taxi if it rains. If + present simple + will/wont + infinitive without to Will / won t never comes in the if clause I will pay more if you deliver it tomorrow (correct) I will pay more if you will deliver it tomorrow (incorrect) EXERCISE: Put the verbs into the correct form using the 1 st Conditional 1. If United (not sell)... him soon, the opportunity (disappear). 2. If I (speak) to the agent I..(tell) him about my ideas. 3. Ronaldo (earn) a lot of money if he (play) well. 4. I. (not accept) if the company.. (offer) me the job. 5. If I.. (walk) to work I.. (save) money. 6. You.. (make) business contacts if you.. (join) the club. 7. If I. (not answer) all the questions correctly I.. (not pass) the test. 8. What (you do) if your company..(ask) you to transfer to Paris? Supplement this task with other exercises from a good grammar book LISTENING TASK 2: Discuss the meaning of these words. You will hear them in the listening task: on the surface football pitch - achievements however - to borrow - debt - interest on debt to survive to be put off - struggle allocated - a vicious cycle Visit www.businessenglishstudy.com for the free MP3 listening file Exercise: listen to the second part of the audio and answer the questions below: 1. What did Manchester United win in 2008-2009 season? 2. What did these achievements generate? 3. What has a negative impact on the club? 4. What example do they give of the negative impact? 5. Why is this a serious mistake for Manchester United? 5

Speaking Practice: What things can damage a sport star s public image? Can you think of any sport stars that have a poor public image? Is bad publicity always a negative thing? Reading 2: Cristiano Ronaldo will become the best-paid sportsman in the world if Exercise: Put the verbs into the correct form of the first conditional In 2008, Cristiano Ronaldo transferred from Manchester United to Real Madrid for a world record fee of $130million. He is paid a salary of $20 million each season, making him the world's most highly paid football player, but this is only half the story. Playing for Real Madrid helps Ronaldo to develop his global image and this means that he (become) the best-paid sportsman in the world if he (continue) to play well. In 2009, Tiger Woods was number one, earning $120 million a year, and David Beckham was fifth on the list, collecting $42 million. But things can change quickly and in December 2009, Tiger Woods suffered personal problems. If Ronaldo (want) to reach the top he (have) to overcome a couple of disadvantages. He does not have a stable family life to protect him, like Beckham, and he is accused of not being a team player. These factors (damage) his popularity if he (not be) careful. Ronaldo (become) number one in the money league if he (can) produce great football performances, In this area he has a clear advantage over Beckham. Ronaldo is an elegant and graceful footballer, and he is very exciting to watch. Beckham is more of a workhorse type of a player. Role-Play 1: good fit In pairs, you are the Marketing Managers of a major company. Decide on the company and then think of a spot star you want to promote your products. Give reasons why you think it will be a good fit. 6

BUSINESS SKILLS: NEGOTIATING Here are some basic rules for successful negotiations: Listen to your client This is the golden rule. Have positive body language. Smile, lean forward, take notes, show you are interested in the person by asking questions. Aim to build a relationship. Focus on the client s needs and benefits Don't tell the client about how good you are; tell him about the millions of dollars of sales you will earn for him. Know your competition You must know what your competition is offering because the client will know and he will compare prices, products and service. Price is not everything - service is also important Service is very important for a lot of clients, especially if your prices are higher than your competitor. The final rule be prepared to say "no" If the deal is not profitable, if the client wants too much, if you believe the relationship will not be productive, say NO. SPEAKING PRACTICE: NEGOTIATIONS Do you agree with the rules above? Can you think of any other rules? ROLE-PLAY 2 In pairs, one student is the marketing manager of Ferrari, and the other student is Cristiano Ronaldo s agent. You negotiate a contract for the player to endorse the cars. Try to use the rules above and come to an agreement for a five-year deal. Use the first conditional in the negotiations e.g. If we sign the deal will you give us a Ferrari? When you have completed the negotiations compare the terms with the rest of the class to see who agreed the best terms for Ronaldo and Ferrari. 7

Audio 1 Manchester United elementary level In 2009 Manchester United was not the best football team in the world but it was the richest. This is because its international brand is very strong. The team is recognised by billions of people and has over 300 million fans around the world, representing 5% of the global population. This is an excellent platform for sponsors to market their own products. Nike, for example, sells over 3 million replica Manchester United shirts each year, and they cost supporters $80 each. The most important factors for an international club like Manchester United are: Firstly, it must continue to have a successful team. This means winning games, winning trophies and signing the world s best players. This attracts more fans. Secondly, the club needs to turn its fans into customers, offering them a range of products from credit cards to mobile phones. 95% of United s fans never visit its stadium at Old Trafford, so the club needs to go to them. This means tours around the world, and build a network using ManUtd.com, MUTV online, a television station MUTV, and MU Mobile phones. Thirdly, the football success and increased fan base allows the club to charge more for television and sponsorship. This is a virtuous cycle. Other big clubs, like Liverpool, Real Madrid and AC Milan are keen to compete in the same market but Manchester United is top of the branding league. Audio 2 On the surface things look great at Manchester United. 2008/9 was a fantastic season on the pitch when the team won the English Premier League title and reached the final of the European Champions League. These achievements generated a 50% increase in media revenues, higher ticket sales for the games, and doubled the commercial sponsorship deals. The result was a profit of $100 million. However, if you look below the surface it is a different picture. The Glazer family bought the club in 2005 for $1.4 billion, and borrowed $800 million to pay for it. Because of the interest on the loan the debt has risen to $1 billion, and it needs to be paid. This has a negative impact on the club. In 2008, for example, Manchester United sold its star player, Cristiano Ronaldo to Real Madrid for $130 million, but it did not invest the money by buying a suitable replacement. Instead the club used the money to pay the interest on its debt. This might be a serious mistake. To survive with this level of debt the team must continue to win trophies. If it doesn t television companies will not show United s games around the world. If this happens the sponsors will disappear, the top players will look for different clubs, and the fans will be put off by high prices and poor team performances. The club will struggle to repay its debt, and money allocated for world-class players will be taken by the banks. This is a vicious cycle. 8

LESSON PLAN Manchester United Intermediate Level INTRODUCTION: Start by asking students what they know about Manchester United. Ask the questions about the change in the emblem. Elicit the words Football Club limit the brand. Go to Talking Point and discuss the questions. Make sure the students understand the vocabulary (they will hear it in the listening exercise). Teacher (T) Students (SS) 10 mins LISTENING 1: Next tell students they are going to hear a spokesperson talking about Manchester United s global brand. They need to fill the gaps with the words. Play the listening and ask students the questions. (T) (SS) 10 mins SPEAKING PRACTICE: Discuss the image of superstars with the students. Ask for opinions and try to get them to use a conditional e.g. if he plays for man Utd will (S) (T) 10 mins FUNCTIONAL VOCABULARY: Ask students to match the words with their meanings (S) (T) 10 mins READING 1: Students read the text and put a word from the Functional Vocabulary exercise into the gaps. (S) (T) 10 mins PRONUNCIATION: Write down the words you do - took on the board and ask the students to pronounce them. Go through the exercise and ask students to detect the word with a different /u/ sound. Teacher (T) Students (SS) 5 mins GRAMMAR: Elicit the conditional by asking the questions. Go through the rules and do the exercises that follow. Ask students to read the questions and answers out loud. (S) (T) 10 mins LISTENING 2: Make sure the students understand the vocabulary. Tell students they are going to hear the 2 nd part of the listening about Manchester United. Students answer the questions (SS) (T) 10 mins READING 2: Students discuss the questions about a superstar s image. Go through reading and ask students to read out loud, fill the gaps with the correct form of the first conditional. (S) (T) 10 mins ROLE-PLAY 1: In pairs, students decide on a superstar for their product and decide why he/she is a good fit. (S) (T) 10 mins BUSINESS SKILLS: Negotiating: Read the rules and discuss the questions that follow. (SS) (T) 10 mins ROLE-PLAY 2: In pairs, students discuss a deal with Cristiano Ronaldo s Agent and the marketing manager of Ferrari. Ask them to practice the First Conditional and agree a deal. (S) (T) 10 mins 9

Answer Key Listening 1 - gap-fill exercise: Brand platform replica shirts - successful signing players - range tours network virtuous cycle keen Comprehension exercise: 1. True 2. False over 3 million each year 3. False - 95% of United s fans have not been to Old Trafford 4. True Functional Vocabulary Exercise: 1. Earn B. Money from salary 2. Stage C. Period of time 3. Pitch D. Football field 4. Deals E. Business agreements 5. Good Fit F. Correct image 6. Skill G. Talent 7. Brands H. Marques 8. Successful I. Winning Reading 1 - gap-fill exercise: Brands earn deals pitch good fit stage skill handsome successful Pronunciation: 1. unique upset union universe 2. understand utility until uncle 3. usual cool multi nuclear 4. new crew nut noon 5. tool soon moon - football Grammar exercise: 1. If United don t sell him soon, the opportunity will disappear. 2. If I speak to the agent I will tell him about my ideas. 3. Ronaldo will earn a lot of money if he plays well. 4. I won t accept if the company offers me the job. 5. If I walk to work I will save money. 6. You will make business contacts if you join the club. 7. If I don t answer all the questions correctly I won t pass the test. 8. What will you do if your company asks you to transfer to Paris? Listening 2 1. The team won the English Premier League title. 2. A 50% increase in media revenues, higher ticket sales for the games, and doubled the commercial sponsorship deals. The result was a profit of $100 million 3. The debt of $1 billion 4. Manchester United sold its star player, Cristiano Ronaldo to Real Madrid for $130 million, but it did not invest the money by buying a suitable replacement. The club needs to invest in world-class players to continue its success Reading 2 first conditional this means that he will become the best-paid sportsman in the world if he continues to play well. If Ronaldo wants to reach the top he will have to overcome a couple of disadvantages. These factors will damage his popularity if he is not careful. Ronaldo will become number one in the money league if he can continue to produce great football performances, 10