You know what? Those values are associated with (perceived) blue chip companies and, for sure, United's bosses want the club to be viewed as such.
I hear what you are saying but the Glazers are businessmen first and foremost.
You talk about values/heritage and no scandal. Sure. That makes sense.
However, what Mourinho is is box office.
It's like making a big budget movie with a big name movie star.
El Classico pulls huge TV audiences. Probably the biggest audience of a non cup final game.
Imagine the following:
MCFC vs MUFC
Guardiola vs Jose
For the next 3 years.
2 old foes, who have brought their fight from Spain, to England. The marketing blurb writes itself.
Woodward in particular, should be licking his lips in anticipation of this.
When he is tying up more commercial deals, the sponsors (to stick the name of their company on our merchandise) will be trying to reduce the price quoted. This is quite normal. They will claim that as a 5th place club, we can no longer command the same prices for sponsorships. Woodward can merely mention the following:
"Next year we will have Jose, who will bring in players of a high calibre who are known around the World, which will attract new audiences who want to see their footballing idols play. We will also be playing against MCFC, twice (see box office comment, above). Audiences are likely to be bigger, which means your brand will be seen by more eyes.
You say that we are a 5th place club - I say that next season, we shall have the biggest TV audiences ever!
And lets not forget the trophies that Jose is so famous for winning, wherever he goes. These will help improve our TV audience figures around the World, further.
For all these reasons, rather than reducing the price, we are actually thinking about increasing our prices, so my advice would be to sign up the deal asap, before we increase the price".
From a business/financial angle, Jose is a no-brainer.