Manchester United’s structural rebuild under INEOS is continuing to reshape the club far beyond the first-team setup.
While on-field matters remain a work in progress, the real transformation has come in the boardroom – where CEO Omar Berrada and Sir Jim Ratcliffe are steering a more modern, high-performance model.
Alongside player sales and cost-cutting measures, major appointments and staff changes have been made across analytics, operations, and culture.
The goal is clear: to establish a world-class footballing institution built on elite infrastructure, smart processes, and a sharper identity behind the scenes.
That strategy was reinforced earlier today when Mike Sansoni and Kirstin Furber were officially unveiled by the club as part of its wider revamp.
Sansoni joins as Director of Data after 11 years with Mercedes-AMG Petronas, where he played a key role in their Formula One dominance.
Reporting to Berrada, he’ll lead a new AI-driven analytics department at United.
Furber, meanwhile, will take up the role of People Director in autumn, bringing experience from the BBC, Channel 4 and sporting bodies such as the London FA.
Her role focuses on building a high-performance work culture across the club.
Now, as per TheTrainingGroundGuru, Michael Farrell has also been promoted to become Manchester United’s first ever Head of Football Culture and Development.
Farrell has been with United for nearly a decade, rising through academy roles to become Head of Player Wellbeing last year.
He’s worked in similar cultural roles at Wigan Warriors and Preston North End, helping foster high-performance environments in both football and rugby.
Dan Ransom has also been promoted internally, stepping up as Head of Psychology and Performance Lifestyle, continuing the shift in how United operate behind closed doors.
The moves come amid wholesale changes at Old Trafford, which have seen up to 200 people facing redundancy, following on from 250 in the summer of 2024.
Several staff departed at the end of June.
Including the likes of First Team Fitness Coach Paolo Gaudino, Emerging Talent Lead Scout David Harrison and Head of Safeguarding Joanna Madyarchyk among others.
