Manchester United’s culture is showing signs of a genuine shift, both on and off the pitch, heading into the new campaign.
The arrivals of Bryan Mbeumo, Matheus Cunha and Benjamin Sesko have given the squad fresh quality, giving fans genuine hope going into the new season.
Meanwhile behind the scenes, decisions are being made with a more joined-up, long-term approach.
Off the pitch, improvements are visible in multiple areas, including the commercial department, where three new sponsorship deals are set to be announced as part of the club’s push to boost revenue.
This more cohesive and positive environment is being driven by the figures now in charge under Sir Jim Ratcliffe’s INEOS regime, with leadership setting a clear tone for the future.
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That tone was on full display on Monday, in a major meeting held by Omar Berrada, United’s chief executive.
According to Laurie Whitwell’s report for The Athletic, Berrada addressed staff on the indoor pitch at Carrington to mark the start of the new Premier League season.
Berrada gathered directors Jason Wilcox and Marc Armstrong, as well as head coach Ruben Amorim, to give an overview of the summer and lay out a vision for the months ahead.
He also unveiled a new set of three core values for United: “Badge, bravery and spirit.”
These principles, he explained, draw directly from the club’s history and are vital to its future.
Staff received metal water bottles engraved with the motto and were asked to anonymously submit ideas for how to uphold the values.
Responses like “integrity” and “collaboration” reflecting the more constructive atmosphere around the club.
Berrada explained that nobody should be bigger than the badge, and encouraged people to display the same spirit that Sir Matt Busby and Jimmy Murphy showed in rebuilding United after the Munich Air disaster.
An emotional video was also played to capture United’s heritage.
Berrada cited legends like Eric Cantona and Roy Keane as examples of the uncompromising mentality he wanted to see.
While also highlighting lesser-known players whose work rate and dedication defined the team ethic.
