Sport, and especially football, has always been about big bucks. Vodafone gives Manchester United £30 million a year. Nike`s contract earns the club £303 million over 13 years.

“We luv that,” says Peter Draper, chuckling in his broad accent – ironically deriving from Leeds.

But this club is about much more than football. Draper says it`s in the “escapology” business, which is as short a summary as one can get of its diverse stadium business, media and communications ventures, and other products and services. Beyond the obvious attendance fees, merchandise and media rights, the club has interests in telecommunications ventures, hotels and travel, publishing, financial services and gaming.