Social media is key when it comes to connecting clubs with fans and building a brand identity. But with great power, comes great responsibility.
Football clubs are, to a great extent, made up of their sense of history and place.
Will England's top-flight teams really decide to weaken their global blockbuster brand?
It's not all about United and City – sport defines Greater Manchester, boosts the economy and is essential to the overall health of the region.
As United and City go head-to-head in their first encounter of the football season, their rivalry reaches new levels on and off the pitch.
Xi Jinping is spearheading an extraordinary bid to dominate the world's favourite sport. But will he take the Chinese people with him?
Walk down the high streets of Britain, through the shopping malls of the United States or around the retail complexes of East Asia, and you will inevitably be confronted with a McDonald’s food outlet…