After seeing off Gandini and Ander, Ethan immediately called Mark and Gardner over from the City of Manchester Stadium. He also summoned Walsh and Mourinho, and the group gathered in his office for a meeting.
Ethan first explained Audi's proposed sponsorship arrangement, which immediately surprised and delighted everyone present. After all, attracting a sponsor of Audi's stature was a clear sign of recognition for the club.
"I imagine they chose us after Manchester United began leaning towards General Motors," Mark observed, immediately identifying the most likely reason.
"That doesn't matter. What matters is that they can provide us with sponsorship money and cars," Gardner said with a laugh.
As a League Two club, New Manchester United could not dictate which other teams a company such as Audi sponsored. Even Real Madrid could not demand that. However, during negotiations, the club still had every right to pursue the terms and benefits it wanted.
"What is the situation with the land outside the stadium?" Ethan asked.
"There is a great deal of interest, but we still have the same problem. You need to decide whether we will begin building the new stadium next year or postpone it. You know that decision will have a major effect on our negotiations with potential tenants," Mark Davey reminded him.
If the club decided to build a new stadium, the project would inevitably affect the surrounding land, and any businesses leasing those plots would also be affected.
As planning for the surrounding area became more developed and several major companies expressed an interest in moving there, the land around the City of Manchester Stadium had become extremely valuable.
New Manchester United could not afford to waste that value by leaving the land unused.
Many companies had enquired about the plots in recent months. Mark Davey had told them that the club was still finalising its plans and had temporarily suspended negotiations because he first needed a clear decision regarding the new stadium.
"I've looked at the figures," Gardner said. "If we build a new stadium, the ideal capacity would be around 30,000.
"That would allow us to maintain a strong attendance rate. As long as we leave enough room around the stadium for future expansion and additional tiers, I believe we are fully capable of completing the project."
Gardner's confidence clearly came from the possibility of securing bank financing.
In fact, this was how most Premier League clubs operated at the time. Despite their glamorous public image, their financial position was often far less impressive beneath the surface.
Premier League clubs such as Everton, Arsenal, Leeds United, and Liverpool were all believed to use their most valuable players as financial assets. Even Manchester United were reportedly involved in similar arrangements.
The clubs used their players as collateral to obtain loans from banks, then paid fees to retain the right to continue using those players.
Premier League broadcasting revenue was certainly substantial, but it was nowhere near enough to satisfy every club's desire to strengthen its squad.
These financial arrangements allowed clubs to obtain additional funding, with players effectively serving as mortgaged assets.
The greatest problem was that footballers were not assets guaranteed to retain their value.
A player could suffer a serious injury, or his valuation could simply prove inaccurate. Even among a large group of talented youngsters, only a small number would eventually reach the highest level.
To protect themselves from those risks, banks would insure the assets through insurance companies, creating an entire financial system around football.
This was one of the forces driving the Premier League's commercial growth and prosperity.
Put plainly, it was financial engineering.
English supporters might have appeared traditional and conservative, but they understood how football operated, and many were willing to accept it.
That was why attendance at Stamford Bridge had almost tripled even after Bates spent heavily on transfers, failed to deliver a trophy, and left Chelsea operating at a deficit.
The Premier League was arguably the most commercially adaptable football market in Europe, just as London was one of the world's leading financial centres.
Given New Manchester United's current position, Ethan could obtain a bank loan to finance the stadium whenever he wished, provided his own financial standing remained secure.
However, the loan would require collateral.
Based on the current value of New Manchester United's players and land, the club would probably need to pledge almost everything it owned.
Once that happened, Ethan would no longer have complete control over the club's future.
He disliked the idea of losing control, so he intended to fund the project himself.
"Prepare a stadium construction proposal," Ethan said.
"Find an architectural firm to produce a design and cost estimate. Once we know how much it will require, I'll find a way to provide the funding."
Ethan had earned a considerable amount of money in the United States over the previous few years.
Many of his investments had risen sharply in value. The share prices of several companies in which he had invested had multiplied several times over.
He had already made an enormous profit and now intended to sell some of those holdings, particularly as their potential for further growth had begun to diminish.
Building a new stadium would cost at least £100 million to £200 million, but Ethan believed he could afford it.
"In that case, I'll do everything possible to negotiate more sponsorship agreements and help cover part of the cost," Mark said.
He knew Ethan wanted the club to become financially self-sufficient, and he hoped to help him achieve that objective.
In Mark's view, the ideal football club operated soundly, supported itself, and did not depend on outside control.
It was the opposite of what Manchester United had become.
"Yes, but the sponsorship contracts must not be too long," Ethan said.
"Two years at most. The longer the agreement, the less favourable it will become for us.
"We must also negotiate according to our principles. Anything that crosses the club's boundaries must be rejected.
"And I do not want to sell the stadium's naming rights as Arsenal intend to do. The stadium belongs to our club."
Ethan had made his position and requirements clear.
Arsenal had proposed building a new stadium long ago, but financial difficulties had repeatedly delayed construction.
They were now considering selling the stadium's naming rights in exchange for a substantial sponsorship payment.
Mark nodded in agreement.
That was also his position.
Gardner hesitated briefly before offering another suggestion.
"I think we should consider changing our kit supplier."
Ethan looked at him in surprise.
"Why?"
Gardner paused before explaining.
"I know we have a very close relationship with Umbro, but I have to admit that the platform they can offer us is too limited.
"We need a larger and more international partner, such as Nike, Adidas, or Puma.
"I've also noticed that Umbro is gradually moving towards street football, lifestyle clothing, and entertainment.
"They remain one of the most professional football equipment manufacturers in the industry, but I do not believe they can offer us much more than they already have."
Under Ethan's ownership, Umbro had gradually expanded into other markets.
The company needed to remain profitable and could not restrict itself entirely to traditional football equipment.
After conducting market research, Ethan's management team had adopted a strategy focused on street football culture while also beginning to develop products for the futsal market.
Both areas had already generated substantial revenue for Umbro.
"Nike, Adidas, Puma, Reebok, and several other equipment suppliers have contacted us," Gardner continued.
"They are prepared to offer higher sponsorship fees and discuss a broader range of commercial partnerships.
"I believe they can provide opportunities that Umbro cannot."
The first club Ethan thought of was Manchester United.
They had already signed an agreement with Nike that would take effect in August 2002, representing an important step in the club's commercial development.
Chelsea would eventually make a similar decision.
Soon after Abramovich took control, they would replace Umbro with Adidas because the opportunities available through Umbro were too limited.
Although New Manchester United remained a League Two club, its commercial development already surpassed that of many Premier League teams.
The commercial department was filled with experienced professionals whom the club had recruited at considerable expense.
Under their guidance, New Manchester United intended to take its commercial operations to another level the following season.
Ethan was not concerned that the Red Rebels might follow the same path as Manchester United because the foundations of the two clubs were fundamentally different.
Manchester United was a publicly listed company.
Since the Edwards era, the pursuit of profit had become one of its primary objectives.
New Manchester United was different.
Commercial activity existed only to support the club's football operations.
Ethan had never intended to profit personally from the club, nor did he need New Manchester United to make money for him.
However, commercial development was essential for any club hoping to rise through football.
Ethan understood that it could not be avoided.
"All right, Brian. You can take responsibility for those negotiations," Ethan said.
"The commercial department should also handle the shirt sponsorship and related agreements.
"But remember, every partnership must be compatible with the club's values and public image."
Gardner nodded.
With Ethan's approval, he could now negotiate freely with Umbro, Nike, Adidas, and the other interested suppliers.
Ethan's warning regarding the club's image was mainly directed towards betting companies.
He believed gambling firms conflicted with New Manchester United's values and did not want their names displayed on the club's shirts.
...
After the meeting, the commercial department immediately began preparing a new commercial development plan.
New Manchester United would represent England in the UEFA Cup the following season, which was a major opportunity.
The club intended to use that platform to promote its image and values properly.
Meanwhile, Mourinho's team returned to League Two and immediately put their previous inconsistency behind them.
They recorded several emphatic victories and maintained their lead over Brentford, Brighton, and the other promotion contenders.
However, by the sixth round of the FA Cup, the demands of competing on several fronts had taken a heavy physical toll on the players.
Seven of the eight remaining teams were from the Premier League.
New Manchester United were the only League Two side left in the competition, which placed enormous pressure on them.
Although the supporters and media had expressed their hope that the Red Rebels would reach the semi-finals, the club's remarkable cup run finally came to an end.
New Manchester United lost 2-1 to Southampton in the quarter-finals.
However, before Southampton eliminated them, Ethan received some excellent news.
Theo Walcott had decided to leave Swindon and join New Manchester United's academy.
The news left Ethan delighted.
"You may have beaten us today, but I've won your future," Ethan said with a bitter smile as he left Southampton's St Mary's Stadium.
(To be continued.)