“We worked with the Manchester City Football Club to redefine its business model from a traditional football organization to a media company focused on the team’s most valuable entertainment assets—its players and its fans. The rivalry between Manchester United and Manchester City is intense and passionate. When star forward Carlos Tevez defected from Manchester United to Man City, we capitalized on the timing and context. We placed a Welcome to Manchester billboard at the geographic divide between Manchester United and Man City territory. It was a simple but powerful statement that Man City is the real Manchester—and Manchester United is not.”