Fading Glory: Manchester United’s Waning Hold on Asian Football Fandom

The sentiment expressed in “Why support a team that loses?” touches on a growing shift in allegiance among football fans in Asia—many of whom once passionately supported Manchester United during the club’s most successful eras, particularly under Sir Alex Ferguson. But as years have passed and the club has struggled to replicate its past dominance, a noticeable change has taken place.

During the 1990s and 2000s, Manchester United were not just a football team but a global brand. Buoyed by consistent Premier League triumphs, UEFA Champions League victories, and star players like David Beckham, Cristiano Ronaldo, and Wayne Rooney, United captivated an entire generation of Asian fans. Their matches were regularly broadcast across the region, merchandise flew off shelves, and supporters’ clubs exploded in number.

However, since Ferguson’s retirement in 2013, the club has experienced managerial instability, inconsistent performances, and a lack of silverware comparable to their past glory. That downturn, coupled with the rise of fierce competitors like Manchester City, Liverpool, and newer giants like Paris Saint-Germain, has led many newer and younger fans to look elsewhere for inspiration—and success.

In many parts of Asia, where fandom is sometimes more pragmatic and less rooted in local, generational ties (as is common in England), fans often gravitate toward clubs that win and entertain. As one disenchanted fan cited in reports from United’s current pre-season tour of Asia put it, “Why support a team that loses?”

Today’s football fans in Asia also have greater access to global leagues and stars than ever before due to the rise of social media, streaming platforms, and digital content. This digital age has made loyalty more fluid—it’s easier to switch allegiances when one’s team no longer excites or delivers results.

And yet, many longtime fans remain loyal. For them, supporting Manchester United isn’t just about trophies—it’s a connection to history, community, and identity. Still, the club’s popularity in Asia, while still vast, is no longer unchallenged. The warmth of United’s welcome during their pre-season tour suggests the love remains, but it’s tempered with memories of what once was—and uncertainty about what’s to come.