In the process of branding football, clubs in England have taken steps to
diversify their product and sell a wide range of leisure and entertainment
activities and financial services to their supporters. Manchester United has an
official e-betting site (Coral Eurobet) where punters can wager on matches, while
their main website advertises the Manchester United Visa Card under the slogan
‘share in our success, carry the card of champions’. The promotion of the club’s
financial services further entices its supporters to enlist: ‘you’ve supported us all
the way, now it is our turn to support you!’.29 Before reaching the supporter pages of the Leeds United website, web-browsers are directed via the Leeds
Television home page, where fans can subscribe to one of two pay channels to
watch Leeds United. The club also has its own official betting site, travel and
financial services.30 Similarly, Chelsea offers its supporters an on-line TV
service, as well as travel and financial services including loans, insurance, credit
cards and savings accounts.31 The Liverpool FC television website advertises an
e-season ticket for a cost of 11 pence a day. The club also organises weddings
in themed rooms named after Liverpool legends or great moments in club
history.32 These clubs all operate their e-channels in conjunction with Sky and
are not permitted to broadcast FA Cup footage while the BBC holds the rights.