Manchester United to set up themed cafe bars in India – can the Old Firm do that also?
Published: July 10, 2009
It has been announced that English Premier League champions Manchester United are set to open up a series of themed cafe bars in India. Man United’s Food & Beverage Asia, has a mandate to set up casual dining outlets tapping into the popularity of the multi-billion dollar club, and has done a recce of select Indian cities in the past few months, followed up by talking to potential investors.
Two separate sources have confirmed that Manchester United’s hospitality arm has been scouting for partners in the country. Discussions suggest that Manchester United Food & Beverage is seeking a licensing deal for a multi-city rollout of the upscale cafe bars.
“It would mark the evolution of Indian cafe story — from the ordinary to the fashion cafes — if someone like Manchester United comes in,” said Harish Bijoor, a brand domain consultant and an expert on cafe culture.
ManUcafes already operate from Singapore to Seoul to Jakarta, as the population of Red Devils have exploded in these East Asian markets. Man United has made pre-season tours to this part of the world with the English Premier League teams beginning to chase the emerging markets seriously. India may be added to that list soon. Sports marketers say ManU is arguably the most popular English club with Indian enthusiasts.
“There is huge support for EPL with Manchester United, possibly, having the greatest fan following in the country. In fact, research has shown popularity of football with children in metros is overtaking that of cricket in recent times,” said country head of Mudra sports marketing agency, 10 Integrated, Mohit Bhagchandani.
It is estimated that India has over 50 million viewers of the English Premier League telecasts. With a population of over a billion, especially with a large pool of youngsters, British football clubs like Man United and Liverpool are betting on India as a potentially huge source of fans and possibly revenue-linked to the team’s commercial activities.
The Indian cities rumoured to be on the potential list of ManUcafes include Mumbai, Kolkata, Bangalore, Pune and Delhi. The upscale cafes usually have a huge video wall playing matches of the 120 year-old club, memorabilia of the legends, and actively supported by promotional events. Featuring current players as well as merchandising deals.
Man United and its CEO David Gill have been deepening their ties with the country in recent years. Earlier this year, the largest domestic telecoms operator Bharti Airtel became the first Indian firm to sew up a sponsorship deal with the club. Man United has also forged association with All India Football Federation (AIFF) in directly spotting young footballing talent for over three years now.
Old Firm themed Bars?
Now imagine the likes of Celtic and Rangers doing the same in Scotland and across the world. WIth a huge fan base in America, Ireland and Australia not to mention back home in Scotland – could the Old Firm follow Man United’s idea and open up their own bars?
At this moment in time there are a few bars across Glasgow that are run in a ‘themed’ style by fans of the clubs, such as The Louden Tavern on Duke Street (Rangers) and Bairds Bar in the Gallowgate (Celtic). But what if the clubs themselves opened up such businesses?
Now I don’t mean along the same lines as The Louden or Bairds, but using the ManUCafes as a template, selling food & drink to their supporters – whether at Ibrox or Celtic Park on match days or every day of the week – outwith the restaurants of course. A casual setting for fans to sit, relax, eat and drink surrounding by their club, its history, mementos etc.
There have been rumbings of Celtic and Rangers both considering selling their own TV rights in Scotland and across the world and if you have such cafe bars across the world, they could then showcase the games live for fans to see, no matter what country they live in.
Imagine sitting in a Celtic bar in San Francisco, surrounded by signed shirts of Celtic legends, the great images of Billy McNeill lifting the European Cup, with Celtic tunes being played in the background while you tuck into your Cheeseburger, Fries and a beer. Or how about sitting in a Rangers bar in Melbourne, Australia. Surrounded by images of John Greig and other Rangers captains lifting trophy after trophy, watching the 1972 European Cup Winners Cup Final on the Plasma telly’s while tucking into a kangaroo steak, salad and a beer.
While they would not have such a huge appeal as a Man United Cafe Bar would in Asia, if Celtic nd Rangers researched their markets properly and target the main congregation of their fans worldwide it could help to swell their coffers in a time when weare all tightening our belts.
Just a thought…. what do you think?
Tagged with: cafe bars, india, man united, themed
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6 Comments on "Manchester United to set up themed cafe bars in India – can the Old Firm do that also?"
MrC on Fri, 10th Jul 2009 1:29 pm
There are already plenty of pubs around the world that have a Celtic and Rangers ‘theme’.
The site celticbars.com currently lists 1339, celtic-friendly bars where games can be watched.
Granted only a small percentage of these will be dedicated solely to Celtic, but they still exist. Not in such a contrived manner as the man u cafe’s, don’t know whether doing it in that way would appeal to real fans. Globally the fans probably want to get as close to an ‘authentic’ environment as they can, think that would still be a bar before a cafe.
Editor on Fri, 10th Jul 2009 1:31 pm
The Man U cafe bars are not cafes MrC they are bars that sell food – they are just called cafe bars. And although I knew of bars run by fans across the world for both celtic and rangers, my point was – why doesn’t the club establish a few of their own ‘official’ bars with the profits going back to the clubs.
jimmy on Fri, 10th Jul 2009 6:29 pm
I live in Bangkok, a Man utd bar opened here about 6 months ago, expensive drink, expensive food, nice place but anyone who does not support man utd will avoid the place,keep to the private clubs, hail hail
Editor on Fri, 10th Jul 2009 6:52 pm
Aye wouldn’t expect anything less from Man U jimmy – but if the clubs researched it all properly and actually priced everything on par with other places around them then that would be better.
Or you could just open a massive Scotland bar with celtic/rangers section under one roof – now that would be fun lol
sal on Sat, 8th Aug 2009 8:12 am
I would actually be interested in getting into an association with Man U in order to help them understand the indian market as the same is pretty dynamic and we have (as customers) seen enough placses go wrong even if the concept is right…just because its not the right time or the right place!
also i am a huge fashion cafe enthusiast myself…..anyone in particular you think i should contact?
Editor on Sat, 8th Aug 2009 8:42 am
Sal you would have to contact Manchester United directly and their commercial department. The info will be on their official website.