New Delhi: Despite finishing trophyless and a disappointing 15th in the Premier League last season, there is a newfound optimism at Manchester United, thanks to some commendable business from the club in the summer transfer window. Manchester United have left no stone unturned in strengthening their attack ahead of the new season, with the additions of three quality signings up front. However, it’s not only about strengthening on the field.
The club is also focused on reviving the culture off the field as the Manchester United hierarchy continues to work behind the scenes to restore the old values and winning mentality in the staff and players alike. Ahead of the new season, Manchester United’s CEO Omar Berrada has outlined the club’s vision based on the motto – ‘Badge, bravery, and spirit’.
One of England’s most successful football clubs, United’s glory days are well behind them as the club has been plagued with multiple issues on and off the pitch over the years. However, United’s summer signings, coupled with the efforts made by the club’s hierarchy under co-owner Jim Ratcliffe, have revived hopes once again.
As per The Athletic, CEO Berrada addressed the club’s staff just six days ahead of United’s Premier League opener against Arsenal, along with directors Jason Wilcox and Marc Armstrong and manager Amorim. During the meeting, Berrada outlined three core values that he feels will drive United’s pursuit of success in the upcoming season – “Badge, bravery, and spirit”.
Berrada also cited the legendary Sir Matt Busby and Jimmy Murphy, highlighting how they rebuilt the club after the infamous Munich air disaster to demand resilience from the players and staff in the challenging period. When asked anonymously on a QR code-based feedback platform about how they could deliver on the principles, United’s staff gave mixed responses after Berrada’s message.
While some responded with feel-good values such as integrity and collaboration, others questioned the club’s recent cost-cutting activities, which saw them sack hundreds of employees over the last few months. Nonetheless, Berrada’s message to the club reflects that they are on the path of correction and are focused on integrating the values that United was built on to bring back the winning culture at the club.