Starting With Real Madrid

"You guys have such a great atmosphere!"

Manchester City had just defeated Manchester United 3-2.

After the match, Gao Shen invited Ferguson into an office at the Etihad Stadium, opened a bottle of Chilean red wine for him, and as they looked out at the crowds dispersing from the stands, the United manager couldn't help but remark with emotion.

"We only have just over 50,000, still far fewer than you," Gao Shen replied modestly with a smile.

Old Trafford, home to Manchester United, holds more than 70,000. Apart from Wembley, it is the largest stadium in England.

But even so, Old Trafford has changed.

Roy Keane once criticized the increasing commercialization of United's home ground.

"The crowd's different now. They sit in the stands chewing prawn sandwiches. They don't even care whether the team wins or not."

The comment caused a stir at the time.

Later, after the Glazer family completed their takeover of Manchester United, the heavy debt burden forced them to look toward ticket pricing for revenue. In just a few years, United's ticket prices were raised significantly three times, increasing by 50 percent over five years, which drew the ire of many fans.

But there wasn't much choice. Watching football had become a necessity. And even if you didn't want to watch anymore, someone else would.

The Glazer family's approach wasn't just about raising prices.

It's widely known that season tickets are typically priced slightly cheaper than individual match tickets. Clubs do this to encourage fans to pay upfront for the next season. Even Arsenal, who charge the highest prices in the league, follow this model.

Most fans know Arsenal has the most expensive season tickets in the Premier League, but not many realize that, unlike other clubs, Arsenal's season tickets include not just the 19 Premier League home games, but also seven home matches across European competitions and the FA Cup.

If the team doesn't end up playing all 26 matches, the club refunds the difference in the form of a "Cup Credit."

So, while other clubs offer 19 games, Arsenal offers 26. Naturally, the price is the highest.

And Manchester United?

The Glazers are incredibly meticulous and want to squeeze every penny from the fans.

Not only did they increase ticket prices by 50 percent in five years, but United also has a unique method of extracting more revenue: there are no discounts on season tickets.

For instance, in the high-priced stands, an individual ticket costs £39. Multiply that by 19 home games and you get £741.

And the price of a season ticket in those stands? £741. No discount.

The low-priced stands are similar. £28 per match, 19 matches, £532. The season ticket is priced at exactly £532.

In other words, season tickets at Manchester United offer zero savings.

Despite being one of the most profitable clubs in the world, United is extremely cost-conscious.

This season, the UK's VAT increased from 17.5 percent to 20 percent, and United responded by announcing a £1 increase per matchday ticket. It was an incredibly stingy move.

Some might ask, don't United fans protest?

Of course they do. But what can they do?

Manchester United has a massive fanbase. Even if you choose not to attend, someone else will take your place.

But repeated price increases have inevitably affected the atmosphere at Old Trafford.

More and more passionate fans who can't afford the rising prices are being driven out.

That's exactly why Ferguson sighed over Manchester City's vibrant atmosphere.

A big reason for this is that City's ticket prices are far more affordable than United's, mainly because their fan base comes from a different economic background.

Back when City was still at Maine Road, the club represented the working class.

…

"Our prices are going up too," Gao Shen said with a wry smile.

"Really?" Ferguson asked, surprised.

"Just a bit. I heard we're still in discussions with the fans. The lowest-priced tickets haven't changed in years. They say the cheapest will rise to £325, and the most expensive to around £465."

Still far lower than United.

In fact, City's ticket prices have always been on the lower side. Especially in the past three years, as the team's performance improved dramatically, financial pressure increased, and now even the fans support a modest ticket price increase.

That's what City supporters call a season ticket price hike.

It's not because they're foolish or blind. They understand clearly that in order for the club to ease financial pressure and maintain a healthy operation, some changes are necessary.

If the team could afford to let fans in for free, of course that would be ideal. But if the finances collapse, it's all over.

So, they're willing to support a virtuous cycle.

Of course, it's a bit ironic considering City is backed by the Abu Dhabi group.

…

"I watched your documentary. It's really well done!"

Ferguson suddenly changed the topic and offered some praise.

"Honestly, it hit me deeply. So many of those moments felt like they just happened yesterday, but when you think about it, some were years or even decades ago."

Gao Shen nodded silently. In that moment, he thought Ferguson really did seem old.

When people age, they tend to reminisce more.

Just like Ferguson now—was he reflecting on the documentary about United?

Rather than that, perhaps he was simply longing for the glory days of the past.

"By the way, when's the second episode coming out?" Ferguson asked with interest.

Gao Shen laughed and said, "We didn't release it until after the first three episodes were filmed. The second episode is on the way. The crew's still filming."

Judging by Ferguson's interest, it was clear the documentary had made an impression.

Leeds United and Channel 4 each invested £1 million in the project. A large number of scenes were filmed at Elland Road. You had to admire Osmond's team—they had a great reputation and knew what they were doing.

Of course, documentaries don't spread as fast as movies. They're still a niche category.

But the key is steady, consistent progress.

Leeds United released the documentary across major video platforms, hoping more people would watch, understand, and eventually grow to like the club. It's a long-term goal.

"You always come up with the strangest ideas. But honestly, your teams—whether it's Manchester City or Leeds United—are full of vitality and passion," Ferguson said, offering rare praise.

"Why do I feel like there's a hidden motive behind that compliment?" Gao Shen replied, smiling as he looked at him suspiciously.

Ferguson was exasperated. "I finally praise you, and you think I'm scheming?"

"A few days ago, I saw some news about you holding a New Year's Eve event in China. I don't remember the exact details, but it said something about inviting Chinese fans to watch a game here. I thought it was a great idea."

Gao Shen immediately understood.

This was a campaign planned by Leeds United's China office.

The club had only recently entered the Chinese market. Its official site and forum had just launched and were still in the promotion phase. They wanted to run events to drive engagement and increase visibility.

Especially on video platforms and social media.

This campaign would select ten lucky winners to travel to Leeds and watch a match live. The club would cover food, accommodation, and airfare.

The event generated quite a buzz in China. Combined with the release of the documentary and the approach of the Lunar New Year, it stirred up a lot of excitement. Fans responded positively and enthusiastically.

The British media had taken notice as well.

Seeing Ferguson's expression, Gao Shen was suddenly tempted to ask him a question.

Back then, when Ferguson had a falling out with United's two major shareholders over the Gibraltar investment fund, and later didn't object when the Glazers took over the club, did he ever regret that decision?

But in the end, Gao Shen decided not to ask.

Even if he did, Ferguson wouldn't answer.

He looked tired.

There are many things that outsiders will never know.

Only those on the inside truly understand what happened.

Maybe it was right, maybe it was wrong. But at Ferguson's age, none of that matters anymore.

What's important is that, even after retirement, he's still the godfather of Manchester United.

…

While Gao Shen and Ferguson were chatting at the Etihad, far away at Elland Road in Leeds, the final whistle had just blown in the match between Leeds United and Arsenal.

1-0!

Leeds United had pulled off an upset win at home against Arsenal.

Wenger had gone all out in this match. Although a few starters were rested, Arteta, Alex Song, Koscielny, and Squillaci were all in the starting lineup.

This allowed the Gunners to control possession and pressure Leeds United throughout the match.

But the White Roses played with real grit. Their pressing and high-intensity defense were highly effective, making it difficult for Arsenal to break them down.

Wenger started Arshavin, Chamakh, and Chamberlain up front. Despite dominating, they couldn't find a breakthrough.

Then, in the 68th minute, Leeds United launched a quick counterattack. Paulinho delivered a sharp through ball, and Icardi capitalized with a decisive finish to strike a fatal blow against the Gunners.

1-0!

Once Arsenal realized the danger, they responded quickly with substitutions, bringing on Walcott and veteran Thierry Henry.

This marked the beginning of Arsenal's all-out assault, but Leeds United dropped deep and focused on defending their lead.

In the end, both sides traded chances, but neither could score again.

Leeds United had pulled off a surprising 1-0 victory over the Gunners.

…

By the time Gao Shen received the news, he had just finished seeing Ferguson off. His face was filled with joy.

This was a huge upset.

And truthfully, it was Wenger's fault—he was too confident with that starting lineup.

If Henry and Walcott had started, Leeds United might not have had a chance.

Not far from the door, Ferguson also received the news.

Given his experience, he had already instructed United's scouting team to keep a close watch on Leeds United.

When he heard they had unexpectedly beaten Arsenal, Ferguson frowned deeply.

He had a strong sense of foreboding.

Leeds United's return to the Premier League might take Gao Shen away, but it could also completely disrupt the current balance of the league.

He turned around and looked deeply at the closed door, as if he could see through it to the man inside.

This was the first opponent he couldn't read at all.

(To be continued.)

***

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