Manchester United fans are heading into the new season with optimism after a summer that has already seen high-profile arrivals in Bryan Mbeumo, Matheus Cunha and Benjamin Sesko.
The fresh faces have injected excitement into the fanbase, while the overall culture around Carrington is also said to be shifting in a more positive direction under the new regime.
In line with this renewed energy, chief executive Omar Berrada recently called a meeting on the indoor training pitch at Carrington.
A meeting which brought together key figures including Jason Wilcox, Marc Armstrong and Ruben Amorim.
It’s understood the gathering was used to review the summer so far and set out new club directives, with Berrada introducing the principles of “bravery, badge and spirit.”
As well as citing legends like Eric Cantona and Roy Keane as examples of the mentality United aim to restore.
Staff were invited to anonymously share what they felt was needed to deliver on those principles – with “integrity” and “collaboration” among the responses.
Some members did however, take the chance to raise concerns over Sir Jim Ratcliffe’s cost-cutting measures.
Now, according to Laurie Whitwell’s report for The Athletic, United are also moving to strengthen their off-pitch position.
Chief business officer Marc Armstrong revealed the club are on the verge of announcing three new sponsorships.
Armstrong, who joined from Paris Saint-Germain in February, has already overseen £70m worth of deals in the past five months, with Coca-Cola unveiled this week as the club’s official soft drink partner in a deal worth around £1m per year.
These commercial boosts are seen as essential, with United still using their revolving credit facility – reportedly extended beyond £300m – and lacking European broadcast income this season.
The extra funds will help support Ruben Amorim’s squad overhaul, ensuring the high summer spending is matched by renewed commercial strength.
