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.
