Manchester United have denied they are diluting their brand by negotiating so many sponsorship deals.
In their most recent annual results, to June 30 2012, United posted a 13.7% increase in commercial income to £117.6m.
And United marketing manager Jonathan Rigby rejects the notion that United have reached their limit.
"There is nothing of what we know of our own brand that suggests that is the case," he said.
"We don't see that at all. We see an increase in growth in the vibrancy of our brand."
"In fact we see the opposite. We see a fanbase that is growing, we see engagement levels growing, we see viewing figures continuing to grow."
Indeed, Rigby does not feel United have come even close to maximising their potential.
"We don't know how far we can go," said Rigby.
"We certainly don't think we are reaching a limit."
"It is a model that is working very well. The evidence I see every day is that our partners get a huge amount and are all able to get their own part of Manchester United."
"We should always be conscious that other clubs will try to emulate or copy what we do," said Rigby.
"That is what keeps us continuing to go forward and investing significantly more in this area than anyone else."
"The other thing is that we have a great story to tell. We have a huge global fanbase and a very successful business model that helps us to finance the big players to keep us at the top."