Manchester United are baulking at a collective pitchside sponsorship deal for the Premiership.

The Guardian says the global marketing giant, IMG, has come up with a proposal that would replicate Uefa's model of branding every ground with the same four sponsors - Sony, Heineken, Ford and MasterCard. By replacing obscure local advertisers, such as the near-ubiquitous Rainham Steel, in favour of global brands it would generate £40m in pitchside revenue to be split between the 20 clubs.

That would represent an enormous uplift for the 19 clubs who, according to IMG estimates, earn £10m between them. But secondary advertising is worth £18m a year at Old Trafford, and is so important to United's business that they will not countenance joining a collective deal.

United say they would not block the other 19 clubs setting up their own arrangements.