Towards the end of the season, Manchester United fans restarted their protests against the Glazer family during the team's Premier League fixture against Norwich City. Promises were made to the fanbase in a charter after the collapse of the European Super League in 2021; a collapse that was partly due to the actions of the fans whose protests led to the postponement of the fixture against Liverpool.
The large-scale protest saw fans surrounding Old Trafford before the game with some fans able to get on the pitch. This led to the game being postponed and a few days later the idea for the European Super League was scrapped.
It seems like promises such as improvements to Old Trafford will be fulfilled but one of the major clauses, that fans would be given shares in the club and a say in United's decision-making, has not. And this has led to fan groups such as 'The 1958' calling for further action.
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Recent fan actions have included a march from United pub The Tollgate to Old Trafford, staying outside the ground for 17 minutes after kick-off before entering and also in the final match of the season against Brentford, some fans left the stands early to make a statement. Throughout this time anti-Glazer chants have also been incredibly common.
But with the season coming to the end, 'The 1958' believes that the action against United's ownership can not be limited to just on a matchday. To that end, they have announced an online campaign that would target the club's sponsors and look to decrease the effectiveness of their advertising.
The campaign began this week with Adidas the first target. When United's partnership with Nike ended in 2014-15, the club signed a new deal with Adidas that would last 10 years and would cost the sports-fashion brand £750m over the duration of the contract.
'#BoycottAdidas' began to trend on Twitter, which is just one of the ways 'The 1958' hoped to gain the sponsor's attention. Other methods will include flooding the comments of social media posts with Anti-Glazer propaganda and also articles that paint the brand in a bad light; based on the plan they will not be the last company to face this sort of action.
The hope is that by affecting the Glazers financially by making United less attractive to sponsors, it will put them in a situation where they are more likely to sell the club. However, time will tell how successful the campaign will be.
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