Manchester United takeover contender Thomas Zilliacus has re-emerged with a striking new idea aimed at helping the club restore its former dominance—this time without seeking ownership.
More than two years after stepping away from the highly publicized takeover process, the Finnish businessman has proposed injecting £375 million into Manchester United through a long-term sponsorship arrangement rather than purchasing shares.
Zilliacus believes the plan could significantly strengthen the club financially and competitively, provided Sir Jim Ratcliffe is open to considering it.
Zilliacus was among several high-profile figures who expressed interest when the Glazer family announced in late 2022 that they were open to selling all or part of Manchester United.
Alongside Ratcliffe and Qatari financier Sheikh Jassim, the former Nokia executive attracted attention by promoting an unconventional, fan-focused ownership concept.
At the time, he argued that fully engaging United’s massive global supporter base could ultimately generate up to £15 billion for the club. However, his vision never came to fruition.
Zilliacus later withdrew from the bidding process, and Ratcliffe, through INEOS, completed the purchase of a 27.7 percent stake, gaining control of football operations.
Despite stepping aside, Zilliacus insists his passion for Manchester United has never diminished. Now, he has returned with what he describes as a festive offering for the club—a proposal centered on commercial partnership rather than control.
In an interview with the Manchester Evening News, he revealed plans for a $500 million (£375 million) sponsorship deal spread over five years, facilitated by his firm, XXI Century Capital Group.
He emphasized that this would not resemble a conventional shirt or stadium sponsorship, but instead focus on innovative commercial strategies and deeper fan involvement worldwide.
According to Zilliacus, his motivation has never been about ownership or prestige. Instead, he says his aim is to help Manchester United become financially robust enough to consistently compete at the very top level in England and across Europe.
With £375 million distributed over five years, he believes the club could significantly improve its squad, upgrade infrastructure, and address areas where it has fallen behind elite rivals such as Manchester City and Real Madrid.
Central to his proposal is the idea of better activating United’s enormous global following, which is believed to number in the hundreds of millions.
While the club’s worldwide reach is undeniable, critics have long argued that it has not been fully leveraged in a meaningful or innovative way.
Zilliacus claims he has developed a program designed to engage fans more directly and effectively, creating value that would underpin the sponsorship deal.
The partnership would not necessarily promote the XXI Century Capital brand itself. Instead, it could feature one of the group’s associated platforms, such as Champion Circle, a fan engagement initiative aimed at strengthening the connection between supporters and their club.
Beyond financial support, Zilliacus has made it clear that he would prefer collaboration rather than competition with United’s current leadership.
During the takeover saga, he publicly suggested that bidders should work together instead of inflating the price for the Glazers’ benefit—a view he still holds.
He has expressed a desire to work alongside Ratcliffe, believing cooperation would yield better outcomes for the club.
Crucially, Zilliacus insists he is not seeking influence or decision-making authority. He says he would not demand any formal role but would be happy to share ideas and advice, drawing on his background in business, fan engagement, and stadium development.
His message is clear: he wants to contribute to Manchester United’s revival, not control it.
