Manchester United Establishes Exclusive Lounge in Swiss Alps for Davos

Manchester United has revealed an impressive display in Davos this week but clarified that its purpose is to host clients and partners, rather than attract potential buyers for the club. In November, United announced it was exploring options for new investment or a potential sale, following 17 years of ownership by the Glazer family.

Since then, there have been no updates, though reports suggest that bids from the U.S., Middle East, and Asia could be submitted within the next month. Ellie Norman, a spokesperson for United, emphasized that the lounge was not intended to lure buyers but to engage with current clients and partners.

The strategic review of the club is still ongoing, Norman told Reuters, adding that the outcome is uncertain and declining to provide further information.

In Davos, where the ski resort’s shops have been transformed into sleek venues for the annual gathering by various tech companies, banks, and governments, United’s luxurious lounge drew attention. Passers-by stopped to take photos and observe the opulent setup.

On Tuesday, former goalkeeper Peter Schmeichel and the club’s chief executive, Richard Arnold, will host an evening event featuring canapes and a specialty “red devil” cocktail. United’s executive co-chairman, Avram Glazer, known for his regular presence in Davos, is expected to arrive later this week.

The lounge’s entrance, adorned with golden insignia, welcomed distinguished guests into a space featuring black velvet lounge chairs, bow-tie-clad staff serving coffee, and video screens showcasing players like Christian Eriksen.

Slogans such as “A World United” and “Engage Unite Empower” were prominently displayed, along with a framed shirt, Alex Ferguson’s book on leadership, a tray of sunglasses, and branded black tote bags.

Despite the club’s ongoing issues, including a decade without a league title and dissatisfaction over its debt, fans have voiced their frustration through protests against the current ownership.

Sources have indicated to Reuters that Qatar Sports Investment (QSI), which has shown interest in acquiring a stake, is also considering other options, such as Tottenham Hotspur.

Interest from Saudi Arabia has been reported, but the Public Investment Fund (PIF), like QSI, cannot complete a full takeover due to its ownership of Newcastle United. UEFA’s regulations prohibit two teams controlled by the same entity from competing in its competitions.

“Manchester United is honored to be the first sports team to partner with the World Economic Forum,” the club stated. “Our global community of 1.1 billion fans offers us serious opportunities to connect across cultural and geographical boundaries. We are in Davos to explore how to enhance the impact of this extraordinary reach.”