Manchester United are heading into the new season with a noticeably more positive culture, both on and off the pitch.
The summer arrivals of Bryan Mbeumo, Matheus Cunha and Benjamin Sesko have strengthened Ruben Amorim’s squad.
While behind the scenes, the INEOS-led hierarchy have been working to build a more unified structure.
Commercially, progress is also being made, with three new sponsorship deals set to be announced.
As well as £70m in agreements already secured – a vital boost in a season without European broadcast income.
This joined-up approach is shaping an atmosphere of greater optimism, one that senior figures are keen to reinforce heading into the campaign.
That sense of direction was on show on Monday when, as reported by Laurie Whitwell in The Athletic, chief executive Omar Berrada addressed staff on the indoor pitch at Carrington alongside Jason Wilcox, Marc Armstrong and Amorim.
Berrada unveiled three new core values – “Badge, bravery and spirit” – which he said were central to United’s identity and future.
Staff were given water bottles engraved with the motto and asked to anonymously share what they needed to deliver on these principles.
However, most responses were constructive – “integrity”, “collaboration” and “hard work” – but some used the opportunity to criticise Sir Jim Ratcliffe’s regime.
Comments included “Stop being cheapskates” and “We have little trust in leadership”, alongside concerns over cost-cutting measures such as job losses and slow budget approvals.
As well as the removal of certain staff facilities.
Berrada read the replies for around 10 minutes, acknowledging each as he said “interesting,” before moving on.
While positivity has been growing on and off the pitch, staff will continue to remain frustrated at Ratcliffe’s decisions.
United winning consistently next season may well help paper over the cracks.
But for now, Ratcliffe and Berrada will have to continue to firm the criticism they face.
