Manchester United has opted for an altered pre-season schedule for the 2024-25 campaign, shifting away from their customary tour of the United States to focus entirely on European fixtures. This strategic change prioritizes player welfare, particularly for those involved in the recent World Cup, and aims to avoid a saturated American market.
Last summer, the club concluded their pre-season preparations in the United States, playing against Everton in Atlanta. This marked the third consecutive year the team toured America, a decision influenced by their sponsorship deal with Snapdragon and the perceived superior training facilities and player freedom available in the US. Previous tours saw players enjoying relative anonymity, shopping on Rodeo Drive in Los Angeles and frequenting cafes in Chicago.
Historically, pre-season tours have been highly lucrative, with Manchester United reportedly earning £7.5 million from the Premier League Summer Series matches a year prior. Such tours also serve to engage the club's global fanbase. However, this year's approach deviates significantly.
European Pre-Season Focus
Instead of a transatlantic journey, Manchester United will spend their entire pre-season in Europe. The schedule kicks off with a match against Wrexham in Helsinki, followed by games against Rosenborg in Trondheim, Atletico Madrid in Stockholm, and Paris Saint-Germain in Gothenburg. A training camp in Dublin will precede a match against Leeds United at Croke Park, before the team concludes its pre-season against AC Milan in Wroclaw. The new season commences with an away fixture against Hull City.
The primary driver behind this shift is the staggered return of players from the World Cup. Many key players are entitled to extended holidays following their international commitments, leading to a reduced squad availability for a traditional tour. The club has acknowledged that the presence of star players is crucial for fan engagement, recalling instances where fans felt shortchanged when prominent players were absent from tours.
Market Saturation and Strategic Adjustments
Another significant factor influencing the decision to forgo the US tour is the perceived saturation of the American soccer market. With numerous games already scheduled across the country, the club felt that convincing fans to pay premium prices for friendlies featuring a depleted squad would be challenging. This contrasts with the plans of several Premier League rivals, including Liverpool, Manchester City, Tottenham, and Chelsea, who are undertaking tours in North America, Asia, and Australia.
Despite the absence of a US tour, Manchester United's European schedule still features notable opponents such as Paris Saint-Germain, Atletico Madrid, and AC Milan. The club's decision is framed as a "football-first" approach, designed to give manager Michael Carrick and the available players the optimal conditions to prepare for the upcoming season, which includes a return to the Champions League.
For their Helsinki leg, the club is organizing fan events, including taking over the city's official World Cup fanzone for activities and a Q&A session with former defender Wes Brown. They are also hosting a coaching clinic for local youth players. Similarly, the team's training camp in Ireland at Carton House in Maynooth is a return to facilities previously used, known for their high quality.