Premier League: Instead of "a global partner, we segment the market regionally" (J. Reigle, Man U.)

"We benchmark ourselves against the best businesses globally, not simply those in sports. We focus on the quality of the content and tailor it by platform," stated Jamie Reigle, the commercial director of Manchester United FC (Barclays Premier League), regarding the club's use of social media in commercial strategies during an interview with the American business magazine Adweek, on 06/07/2015.

According to Adweek, the club’s website receives more than 5 million unique visitors every month, has 65 million Facebook fans and another 5.4 million on Twitter.

Reigle explained, in many cases, Manchester United prefer not to focus on single big-ticket deals: “Where we don't have a global partner, usually by choice, we segment the market regionally. In soft drinks, we have a partnership with Wahaha in China, Pepsi in Southeast Asia and Kagome in Japan. The same is true for tyres, financial services and personal care,” stated the newly promoted commercial director of Manchester United.