Brand narrative; Since the goal of this club is to increase and monetize the global reach of the brand that is Manchester United, and consequently increase the revenue, appointing one of the most famous managers in the world makes sense.
Business model:
https://ir.manutd.com/company-information/business-model.aspx
Busness strategy:
https://ir.manutd.com/company-information/business-strategy.aspx
And Woodward does not think that what happens on the pitch would impact the income:
http://www.espn.co.uk/football/manc...-make-money-regardless-of-results-ed-woodward
When we are appointing a manager or buying players, how "marketable" the transfer/appointment is affects the process on who we are appointing or buying.
Regarding Zidane and his potential appointment as manager of this corporation, there is the same risk as is with all new managers and transfers. We don't really know how it will work. Might be great, might be ok, or might be a disaster. The big "uncertainty" with ZZ is that managing our current crop of players is very different compared to managing the players he worked with at Real Madrid.
Personally i doubt the club/Woodward is even considering other managers beyond Zidane or Pochettino, and with Pochettino recent contract extencion, Zidane will be the new manager.