Herter, MárciaBen Abdallah, Mohamed Selim2022-01-192022-01-192021-11-30http://hdl.handle.net/10400.26/38925Nowadays, football clubs around the world are required to adapt their marketing strategies in order to face the rise of digitalized communication tools such as social media. These tools allow football clubs to connect with their fans and therefore allows the fans to feel closer to their favorite clubs and players on an everyday basis. Football players have nowadays the ability to communicate their brand image to their fans moreover, they have the possibility to shape consumer’s minds about their self-identity. This dissertation focus on how Manchester United football club is facing the rise of digitalized communication tools such as social media. For this purpose, this study is done through conducting a qualitative research method using interviews. It was possible to comprehend: how Manchester United fans perceive the actual digital communication of the football players and the club, how digital communication tools such as social media are a means by which Manchester united creates bonds and links with fans all over the world, and how Manchester United football player’s acts on and outside the football field can shape fan’s perception about the club. At the end of this study, several conclusions and improvement opportunities are presented for Manchester United football club’s marketing digital strategy.engMarketing communicationSocial MediaSocial Media EngagementBrandingBrand ImageSport BrandingAthlete Brandingmaster thesis202888380