ABSTRACT
Manchester United FC (MUFC), in collaboration with their disabled supporters’ organization MUDSA (Manchester United Disabled Supporters Association), has demonstrated a long-term organizational commitment and contribution to disability issues and promoting accessibility. The purpose of this ‘case study’ is to make theoretical sense of the origin, implementation and evaluation of an innovative and unconventional facility and service, the Ability Suite and analyse its effects on enhancing the customer service and experience for supporters with disabilities at MUFC on match and non-match days, as well as to the Manchester community over the period 2003–2013. Despite ad hoc improvements by some clubs, the Ability Suite remains a unique facility and service for supporters with disabilities which provides MUFC with a competitive advantage over most clubs within the main leagues in Europe. Findings show that the Ability Suite is an essential part of the club's commitment to inclusivity and accessibility that fully integrates accessibility in its daily operations and interactions with fans. This raises issues of leadership, shared vision and Corporate Social Responsibility of all members of MUFC from middle and senior management to all the daily operational aspects of MUDSA as key factors to the effective implementation of this unique facility and service. The case concludes by forecasting how the Ability Suite will continue to serve the needs of disabled supporters in the near future and exploring how key findings from this case might be transferable to other clubs.
