"Compared with Manchester United matches, the atmosphere here is even better!"
In one of Old Trafford's stands, a Russian man in his thirties had to raise his voice just to speak to the companion beside him.
The noise generated by fifty thousand supporters was overwhelming. Even sitting close together, they could barely hear each other without shouting.
"The same stadium, two bitter rivals, yet the atmosphere is completely different," the younger man beside him said with a laugh.
"Yes. Compared with Manchester United's home matches, I prefer this club. They're impressive. I heard they've reached both the UEFA Cup final and the FA Cup final this season. They even have a chance of winning the treble."
The Russian looked around appreciatively.
Everywhere he looked, there was a sea of red, broken occasionally by flashes of green and gold. Under Old Trafford's floodlights, the colours looked particularly striking.
Combined with the deafening atmosphere, it was enough to make anyone's blood race.
"I've looked into this club specifically, Roman," his companion said.
"The owner is Ethan Yu. He's only twenty-eight, but his net worth is already measured in the billions. He owns stakes in several major technology companies, including Apple and Google, as well as a number of internet businesses.
"Some people believe that once Google and several of those companies go public, his fortune could rise dramatically. There are even predictions that he could eventually challenge Bill Gates for the top of the world's rich list."
"Really?" Roman sounded surprised. "I heard the owner was very young."
"He is. Only twenty-eight.
"But he's already extremely successful. Over the past few years, a number of Wall Street investors have called him an investment genius.
"The interesting thing is that he personally cares far more about football. He's spent most of his time building this club and rarely involves himself in the day-to-day management of those companies."
"Interesting."
Roman's curiosity about New Manchester United increased.
"Can you arrange a meeting with him?
"I'd like to meet him."
"No problem. I have friends in Manchester who should be able to make contact.
"He might even be somewhere inside the stadium right now.
"But he definitely won't be in one of the executive boxes."
Roman looked puzzled.
"Why?"
"I've heard he doesn't like watching matches from a box.
"Interestingly, though, the executive boxes New Manchester United rent here are priced at roughly the same level as Manchester United's, and they're still completely sold out.
"At first, some people thought the intense atmosphere at Red Rebels matches might discourage corporate guests who prefer a quieter experience.
"The opposite happened."
His companion laughed.
"The new stadium won't even be finished for another year, but they've already started taking advance reservations for hospitality boxes.
"I've heard the prices there will be even higher than Old Trafford's.
"But don't misunderstand that. Regular supporters aren't being charged more than Manchester United fans.
"Independent studies of ticket prices in England have actually shown that New Manchester United have among the lowest average ticket prices around."
Roman listened with interest.
"Their strategy is very clear," the younger man continued.
"Standard tickets are aimed at ordinary supporters, so prices are kept low enough that most people can afford to attend matches.
"The club also gives value back through supporter programmes, discounts, community initiatives, and even sets aside a small number of complimentary tickets each season.
"At the same time, they maximise revenue from premium hospitality and corporate clients by offering expensive, personalised services."
Roman nodded approvingly.
"So they charge wealthy corporate customers more to help keep ordinary admission affordable.
"Essentially a tiered pricing model.
"But the foundation of the system is still serving the majority of supporters."
"Exactly.
"The club has a phrase for it.
"Built by the supporters, run for the supporters."
Roman considered those words for a moment before smiling.
"I'm becoming more interested in this club by the minute.
"Please arrange that meeting.
"I'd like to meet Mr. Yu, whether he's interested in selling the club or even just part of his stake."
While Roman and his companion were still talking, the two teams emerged from the tunnel.
A deafening roar erupted from fifty thousand supporters.
It sounded as though heroes were being welcomed home.
Even Roman and his companion, merely spectators caught up in the atmosphere, felt a surge of adrenaline.
One could only imagine what the players themselves were feeling.
...
Just as Ethan and Mourinho had said, the players needed no motivational speech before this match.
Simply thinking about Millwall was enough to light a fire inside them.
The two starting elevens took up their positions.
Juninho won the coin toss and New Manchester United were given the kick-off.
Villa stood over the ball, with Kaká nearby.
The two exchanged a few words.
Every so often, they glanced towards Ribéry, Palacio, and the other players, making small hand gestures between themselves.
Nobody outside their group seemed to understand what those signals meant.
Not even Mourinho.
"Jim, what are those little devils planning?" Mourinho asked curiously.
Cassell shook his head.
"No idea."
Mourinho smiled.
He was not worried about them ignoring his tactical instructions.
He was simply curious about whatever they had arranged among themselves.
The referee blew his whistle.
Villa touched the ball to Kaká and immediately sprinted forward.
Kaká knocked it back to Juninho and followed him into attack.
From the stands, supporters watched Kaká, Villa, Ribéry, and Palacio immediately push against Millwall's defensive line.
Then Juninho launched a long diagonal pass towards the left.
Ribéry had started his run the instant Juninho struck the ball.
He timed it perfectly and beat the offside trap.
The Frenchman collected the pass, took a touch, accelerated, and cut inside.
At the edge of the penalty area, a centre-back stepped out to confront him.
Ribéry sold him a clever feint and slipped past.
Then he drove a pass across the middle.
Kaká had a defender tight against him and held his ground as the ball arrived.
Instead of controlling it, he produced a clever backheel that completely changed its direction.
A red shirt burst into the space from the side.
Villa.
He struck a low shot first time.
The goalkeeper reacted correctly, but from that distance there was no stopping it.
Goal!
1-0!
Less than two minutes had been played.
Villa immediately turned towards Kaká and Ribéry and pumped both fists.
Then several players ran together towards the stand behind the dugout.
Suddenly, they all lifted their shirts.
Underneath, every player was wearing a white undershirt carrying the same handwritten message:
Boss ♥ We'll Kill Them for You!
The lettering was uneven and crooked enough that nobody needed to ask who had written them.
Curtis.
Only he could produce handwriting that terrible.
The supporters were already on their feet celebrating the goal.
The moment they saw the message, the noise rose another level.
From his seat in the stands, Ethan had a perfect view.
For a moment, he simply stared.
Then the sight of the eleven matching shirts, especially the embarrassingly bad handwriting, made him burst out laughing.
...
"Less than two minutes gone and the deadlock has already been broken!" Andy Gray exclaimed.
"David Villa with a clever low finish inside the penalty area gives New Manchester United the lead.
"But Kaká's backheel was absolutely magnificent."
"What interests me even more," Gray continued with a laugh, "is what's written on those undershirts.
"'Boss, we'll kill them for you.'
"And considering the television director immediately cut to Ethan in the stands, there's absolutely no mystery about who that message is for."
Martin Tyler laughed beside him.
"It tells you quite a lot about Ethan's relationship with these players.
"People around the club often describe him as the head of a very close family.
"The coaches respect him.
"The staff respect him.
"And clearly the players are enormously fond of him."
Gray kept laughing.
"I'm trying to think of another owner anywhere in English football, perhaps anywhere in Europe, whose players would celebrate a goal like that.
"We've seen goals dedicated to teammates.
"Friends.
"Family members.
"Charities.
"But the club owner?
"That's unusual."
"I wonder whether Mourinho's jealous," Gray added.
"I doubt it," Tyler replied.
"Mourinho has an extremely close relationship with the squad himself.
"He can joke with the players and speak to them almost as friends, but he also has complete authority because Ethan has always backed him publicly and privately.
"Look at the Bosingwa situation.
"Mourinho decided the player should leave, and Ethan supported the decision immediately.
"The responsibilities inside the club are very clearly divided."
The broadcast camera switched towards Mourinho.
The Portuguese manager was laughing as well.
Then he shook his head helplessly and turned to say something to Cassell.
Tyler chuckled.
"I'd love to know what he's saying.
"Probably something along the lines of, 'These lunatics.'"
...
The message on the players' shirts quickly became one of the talking points of the broadcast.
Its meaning was obvious.
It was also deeply personal.
Everyone knew what had happened to Ethan during the previous meeting with Millwall.
The players had not forgotten.
Neither had the supporters.
And on the pitch, New Manchester United appeared determined to make their point.
"Boss, we'll kill them for you!" Andy Gray repeated later, his tone carrying both amusement and emotion.
"We've effectively seen that message three times already in the opening twenty-five minutes.
"New Manchester United have absolutely torn into Millwall.
"They've scored three goals in twenty-five minutes, and there's no indication that they're planning to slow down."
"This could become a very big scoreline, Andy," Martin Tyler said expectantly.
"I can feel it.
"New Manchester United are in outstanding form today.
"And against an opponent like Millwall, there's an extra edge to everything they're doing.
"The intensity is higher.
"The movement is sharper.
"They look desperate to keep scoring."
"How bad do you think it could get?" Gray asked.
Tyler shrugged.
"Who knows?
"When this team gets going, they can become completely unstoppable."
Both commentators burst out laughing.
(To be continued.)