ABSTRACT

This chapter focuses on the case of Manchester United, one of the most prestigious football clubs worldwide in terms of sporting and financial performance coupled with their long-term national and international fan-base support. However, when explaining the success of the club over the years, less well acknowledged is how they have implemented a wide range of accessibility services and procedures for spectators with disabilities (SwD) and their companions at their Old Trafford stadium which has been a central part of their corporate social responsibility (CSR) policy. This chapter discusses how, over the period 1980-2012, the club has transformed their understanding of accessibility of SwD and disability, who are valued in this process as significant stakeholders of the club, from a charitable and philanthropic activity to their current consideration as a strategic management practice of the club.