Two weeks ago, the powers that be decided now was not the time to pour more resources into the Manchester United women's side, despite renewed calls for a team to field in the Super League.
The fact that United haven't had a senior women's team since 2005 when their neighbours Manchester City are growing increasingly dominant in the competition, must be a worry for United fans regardless of their gender.
The Premier League giants risk alienating yet more of their fan base through the board's refusal to introduce a women's team.
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Sports Minister Tracey Crouch added her voice to the campaign last year, calling for United to 'rectify' the situation.
She said: "At a time when there is phenomenal interest in women's football, it is right that they should try and rectify that as soon as possible."
Manchester United have the most fans of any club in the world, if social media is anything to go by. The club has almost 70 million 'likes' on Facebook, and with around 20% of the world's population on Facebook, there are potentially millions more fans not pledging their allegiance via social media.
Although this amount of support doesn't suggest 50% of the fans are female, you can certainly guarantee there are millions of female United supporters out there.
So why risk alienating them by again refusing to field a women's side? If they don't want to put resources into a women's team for unselfish reasons such as equality and community, they can surely see the benefit of doing it for 'the brand'.
This is a club that recognises its female support enough to give women their own shirt, which was itself the cause of controversy when released in August 2015 because of the plunging neckline. There is a ladies shirt, but no ladies to play in it.
One reason for the determined blind eye could be the Glazer family, who in 2005 dropped the women's team because it was "not part of the core business".
Eleven years later the board, and the new manager Jose Mourinho should be pushing the owners to put together a competitive women's side.
Who knows, if United have another season like the one just gone, the women could soon be outperforming the men.