Manchester United commercial director Richard Arnold says they can still pick-and-choose their commercial partners, despite the global economic downturn.
Arnold believes new shirt sponsors Aon fit the bill after the company began a four-year deal at Old Trafford.
He said: "We try and make sure we are associated with businesses that do have strong brands and who support the vision of the club.
"They are very respectful of the management team, totally focussed on making sure we are successful on the pitch.
"They completely understand we are an elite football team first and foremost. The commercial activities that go with that fit in around that principal aim. They are very understanding of that.
"By virtue of the long heritage of the club and the work that has gone into building a strong platform we are in the fortunate position of being quite selective about partners. Aon are a very international company."