Meghree Marselian

SWOT Analysis

STRENGTHS:

  1. Global Brand Recognition: MU is already a recognized women’s and men’s team with instant credibility and visibility and has an established playing philosophy
  2. Built-in/Existing Fanbase: American fans of both women’s and men’s teams will naturally gravitate towards supporting a team under the name/brand/leadership
  3. Unique Positioning: It is the only major European soccer club expanding into the NWSL and the US women’s soccer market. 
  4. Becoming Connecticut’s second major sports team
    1. Don’t have one outside the WNBA team, the Connecticut Sun.
    2. The stadium would be near the state’s capital, making it more accessible and integrated into the city’s culture for residents and fans.

The Manchester United extension team would enter the NWSL with a strong global recognition and reputation because of its women’s and men’s teams in the United Kingdom. The team has positioned itself as the only major European soccer club establishing itself in the United States, allowing it to attract new fans and fans of the brand’s current teams, the Premier League or Women’s Super League. Also, unlike other newly established teams, the story and philosophy of this team have been cemented throughout the years, making them a more recognizable and visible team. Finally, this expansion will allow Connecticut to have a major sports team outside of the WNBA, with a stadium near the state’s capital to enhance accessibility and integrate into the state’s culture.

WEAKNESSES: 

  1. Existing Loyalties: Because there is no large/successful sports team in Connecticut, many residents have loyalties to NY/NJ Gotham FC or other East Coast teams, making it difficult to win them over.
  2. Spreading Themselves Too Thin: Adding a third team under Manchester United’s ownership could cause the club to not have enough resources or funds to supply all three teams.
    1. This could impact the long-term commitment needed to establish a team in the US.
    2. This could leave fans from the current and future teams disgruntled.
  3. Lack of Star Power: Many top women’s soccer players have existing contracts with existing US and European teams.
    1. Finding someone to become the ‘cover star’ of the team to attract fans/audiences will be difficult.
    2. Having former star players become part-owners or to hype up the team is a good idea, but it does not fill the void an active player would.

The expansion team would face several challenges entering the United States and the NWSL. Firstly, because of the lack of soccer teams in Connecticut, many soccer fans might already have strong loyalties to teams in nearby states, like the NJ/NY Gotham F.C., making fan conversion difficult. Also, the club could struggle to attract star players and, in turn, a crowd. Top players like Sam Kerr and Trinity Rodman have existing contracts with their respective teams. While the club could leverage retired stars as ambassadors to generate excitement, it will not fully replace the draw of having star players on the roster. Finally, expanding to a third team could stretch Manchester United’s resources, potentially impacting their ability to support this expansion on a long-term basis. This effect on resources could also disgruntle players and fans of the club’s other teams, making them less likely to support this venture.

OPPORTUNITIES: 

  1. The Growing Interest in the U.S. Women’s Soccer Market – U.S. women are the most successful team in the World Cup, and interest in the sport has increased since their win at the Olympics
    1. The 2024 NWSL Championship match had 967,900 viewers on CBS (an 18% increase from the previous year). [1]
    2. NWSL passed 2 million attendees for the first time [2]
    3. NWSL has secured a four-year media partnership with large television and streaming services to show 118 games[3] 
  2. US Sports Culture – The US has a passionate sports market, especially in the northeast, with large teams like the Celtics, Patriots, and Mets.
  3. Growth of Soccer as a Mainstream Sport in the US – Men’s and women’s World Cups and local and national leagues are increasing interest in viewing and participating in soccer.
    1. In 2023, soccer participation for ages 6 or older has reached almost 14.1 million players, an 8.1% increase from the previous year.[1]
    2. MLS has seen a rise in attendees because it recruited internationally renowned soccer players like Messi, Luis Suarez, and Giroud.
    3. The US will be hosting the World Cup with Canada and Mexico in 2026 and the Women’s World Cup in 2027.

The U.S. women’s soccer market is experiencing rapid growth and a rise in fan interest because of their past successes in the World Cup and the Olympics. The NWSL has seen record-breaking attendance and viewership and has secured a new and expansive partnership with large television and streaming services, increasing the visibility of the matches. The sport is growing in popularity with increased participation in soccer leagues of all ages. With the United States partially hosting the 2026 Men’s and 2027 Women’s World Cups, this is expected to boost the sport’s growth and cultural significance. This growth is furthered by the intense sports culture in the United States, especially in the Northeast, with teams like the Patriots and Celtics that have passionate and devoted fan bases.  

THREATS: ​

  1. Misogyny/Unfair biases against women’s soccer teams could cause a decline in women’s soccer viewership.
  2. Hatred for England/US Patriotism
  3. Shifting Sports Interests: Despite growing numbers in women’s soccer, viewers could change their minds and decide to place their time/money into another sport.

Despite the growing popularity of women’s soccer, there is persistent bias against women’s sports that tends to undervalue or dismiss their accomplishments in comparison to men’s teams and sports. This constant undermining could lead to fans turning away from women’s soccer, especially if they consider it inferior or less exciting. Also, many American sports fans often reject British and foreign teams and leagues and prefer to support local and national teams. Finally, the United States has a heavily saturated sports market, which could cause shifting interests in potential fans, who could divert their attention to other, more popular sports and make it difficult to maintain a consistent viewership and fan base.

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*********** I am not affiliated with Manchester United or the NWSL. This is for a university project. **********