Manchester United are wasting no time in overhauling the club’s structure both on and off the pitch as the 2025/26 season looms.
With Ruben Amorim already making his mark on the training ground, attention has now shifted to ensuring the backroom is just as elite as the squad he’s shaping.
This comes amid growing pressure from supporters who are eager to see the club embrace innovation and modernity after years of falling behind rivals in key areas.
Recent shifts in football operations and executive roles at Old Trafford have suggested a club fully committed to change, not just in name but in substance.
And now, two new senior appointments signal the dawn of a data-driven and people-centric Manchester United.
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The Red Devils have officially welcomed Mike Sansoni and Kirstin Furber as the club announced on the official website.
Mike Sansoni joins as United’s new director of data, prising him away from the elite world of Formula One.
Sansoni joins after 11 years at Mercedes-AMG Petronas, where he helped power the team to an astonishing eight world titles.
His role at United will be pivotal — transforming how the club uses data and artificial intelligence to gain a competitive edge in both footballing and operational decisions.
Reporting directly to CEO Omar Berrada, Sansoni’s appointment underlines United’s ambition to evolve into a cutting-edge, analytics-led football powerhouse.
He’ll be building a new in-house data and AI team in the coming months, with plans to hire engineers, software developers, and analytics specialists to execute this transformative vision.
This comes after United renewed their long-term partnership with STATSports, the leading GPS performance tracker supplier.
Joining Sansoni in this strategic overhaul is Kirstin Furber, who has been appointed as the club’s new people director.
Furber brings a wealth of experience from media giants such as Channel 4, BBC Worldwide, and 20th Century Fox, and will focus on nurturing the club’s internal culture and workforce.
Her arrival is scheduled for autumn, and she will be charged with aligning the club’s people operations with modern, high-performance standards seen in both sport and business.
Furber also boasts sporting credentials through her board roles at British Wheelchair Basketball and the London FA, further enriching United’s backroom depth.
Together, these appointments mark a significant shift in how Manchester United intends to run its football empire — as smart off the field as it aims to be on it.
