Since the 1990s serious investors discovered that properly managed sports venues can generate profits instead of losses. This was partly driven by increased sports coverage in the media, the general transformation of sports into large-scale entertainment and a steady increase of "name" athletes and clubs turned into brands. Sports personalities such as UK soccer star David Beckham, famous teams such as Manchester United and milestone stadium projects such as the Allianz Arena in Munich and Old Trafford in Manchester are examples.