Manchester United commercial director Richard Arnold says such is the club's high profile they can afford to be selective - even in an economic downturn - when it comes to choosing partners.
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 focused on making sure we are successful on the pitch."
He added: "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."
United have continued to attract sponsorship despite the long-running and prominent protests from fans against the Glazer family's ownership.
Club chief executive David Gill admitted on Tuesday he does not think the 'Green and Gold' protests are going to be abandoned, even as the Glazers reiterate their determination to retain the club.
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