The Glazer family have confirmed their commitment to Manchester United and insisted they have no interest in selling the club.
United's controversial owners made a short statement to accompany the release on second quarter financial results in response to growing speculation about a massive offer for the club from the Qatar Royal Family.
It has always been stressed the Glazers view their United status as long-term, a point they are keen to emphasise.
"The board notes recent press speculation regarding a possible bid for Manchester United," said the statement.
"The owners remain fully committed to their long-term ownership of the club.
"No discussions have taken place, Manchester United is not for sale and the owners will not entertain any offers."
Whether the statement has any effect remains to be seen.
A similar message accompanied their first quarter results but had little effect.
Even a statement from the Qatar Holdings investment vehicle last week insisting there were no plans to launch a buy-out failed to halt the rising price of the bonds issued by United to raise £500million.
It is widely assumed the Glazers would sell if they were offered an astronomical sum.
A figure of £1.8billion has been mentioned, which would be more than twice the sum the Glazer family paid for the club when they launched their hugely controversial takeover in 2005.
However, as no-one from the family has publicly discussed United since the immediate aftermath of the takeover, that situation cannot be taken for granted.
It also means mystery continues to surround exactly how they were able to pay off £220million in payment-in-kind notes earlier this year after already shelling out for punishing rates of interest.
A Qatari involvement has been suggested, although earlier this week a United spokesman insisted the Glazers still owned 100% of the club.
The results themselves show that whilst matchday and media revenues have been relatively stagnant, there has been a massive increase in commercial revenues of 30.2%.
In the six months of the year so far, the commercial arm of the club has generated an incredible £50.4million, having secured a succession of new partnerships, the latest with global logistics company DHL.
It is now virtually certain United will this year become the first football club to crash through the £100million barrier for commercial revenue alone, emphasising the incredulity at reports from some quarters that revenue might actually be falling, specifically in shirt sales.
However, opponents of the Glazer regime are seizing on the slight dip in matchday revenue of £300,000 as evidence of a downturn in popularity that could eventually trigger a sale.
"The continued protestations that Manchester United is not for sale will no doubt continue to fall on deaf ears in the media and amongst many United supporters," said Duncan Drasdo, chief executive of the Manchester United Shareholders Trust.
"Clearly with pressure building on the Glazers from many angles - not least the decline in matchday revenues confirmed in these financial results - it makes sense for them to exit now - given a willing buyer.
"It seems the only obstacle is the outlandish price the Glazers appear to seek.
"While the cash value impact of the decline in matchday revenues and indeed the drop in merchandise sales at the club's flagship Megastore may have been masked by continued commercial growth the significance of this decline should not be missed.
"This is a clear indication of the cost of the Glazers' ownership.
"Bad relations with supporters directly impacting on the bottom line and surely this is only the tip of the iceberg as the damage to supporter affinity impacts on future sponsorship values too.
"To put it simply - the negativity surrounding the Glazers' ownership is costing United money."
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