MANCHESTER, England (AP) — It’s some feat to turn one of the world’s most storied and valuable sports brands into a mere also-ran in the space of 10 months.

That’s what David Moyes managed to achieve at Manchester United — and there was only going to be one outcome.

Overwhelmed by the giant task of replacing Alex Ferguson, Britain’s greatest ever manager, Moyes was fired by United on Tuesday after exhausting the patience and losing the support of the club’s American owners, the Glazer family.

The 50-year-old Scot was less than a season into a six-year contract but the Glazers had seen enough. So, too, had most of United’s fans and most likely its slew of big sponsors, with the team languishing in seventh place in the Premier League and guaranteed to miss out on Champions League qualification for the first time in 19 years.

That’s unacceptable for a club that expects to win trophies year in and year out.

Moyes, hand-picked by Ferguson, was unable to replicate the success of his countryman or even come close.

Ryan Giggs, a club great who was on Moyes’ coaching staff and is still a member of the playing squad at the age of 40, will take temporary control until a permanent replacement is found. The 40-year-old Welsh midfielder, who came up through the United youth ranks alongside David Beckham, has spent 23 years at Old Trafford. He has won every trophy in the game at club level, making him United’s most decorated player.