MANCHESTER UNITED have introduced a new three-word slogan as part of their continued rebrand under Sir Jim Ratcliffe.
have undergone an extensive change since became a minority investor in February 2024.
Ratcliffe invested in United in 2024 – and is continuing with his widespread changes
Ratcliffe insisted on a new chief executive in Omar Berrada Credit: PA
Ratcliffe’s Ineos group installed Omar Berrada as chief executive in 2024 and Marc Armstrong became United’s club’s inaugural chief business officer in 2025.
The club’s workforce has been slashed by a third under Ratcliffe and United recently .
The will follow United throughout the 2026/27 season as they aim to compete in the Premier League and Champions League.
Former United executive vice-chairman settled on three pillars as part of the club’s infamous “cultural reset” in 2019: winning trophies, playing attacking football and giving youth a chance.
Ineos have their own three-word mantra of grit, rigour and humour and have introduced a similar one at United with badge, bravery and spirit.
United’s new company values also include Ineos’s insistence on “best in class”.
The values are outlined as: “Badge – earn the badge, every day.
“Respect our history and heritage. Be best in class and deliver to the standards expected of Manchester United.
“No one is bigger than the club.
“Bravery – be bold, be brave, and take calculated risks.
“Do things differently and innovate. Lead by example and do what’s right for the club, even when it’s hard.
“Spirit – embody the spirit of Manchester United. Show strength of character, act with passion, and fight back, no matter what.”
Ratcliffe was critical of Woodward and Berrada’s predecessor, Richard Arnold, who were accountants by trade.
Berrada was chief football operations officer at City before he joined United and also spent seven years at Barcelona.
The Moroccan recommended former City academy head Jason Wilcox as technical director and Wilcox assumed the role of director of football last year.
Wilcox, director of recruitment Christopher Vivell and director of football negotiations Matt Hargreaves are currently focused on United’s summer recruitment.
Wilcox has had a shaky start to the summer transfer window Credit: Alamy
Ratcliffe at Old Trafford last season Credit: PA
Hargreaves is the only surviving member from the previous regime.
Ratcliffe said: “You need the right people in the right places.
“You need a simple management structure, a clear management structure. We don’t like matrix or obscure responsibility type organisation structure.
“We need clear, defined responsibilities and lines and keep it lean. And then you want people really motivated and committed to doing a really good job.
“Football now, I mean we describe it as a sport but it’s not. It is a sport but it’s a business and it’s a billion dollar business, Manchester United. It’s not small.
“If you’re running a business like that, you want to be successful. But to be successful running Manchester United, you have to have success on the field.
“In other words, your sports side has to be successful and that pulls through the commercial side.
“But you are running two different businesses. A person who’s good at running the sports business isn’t necessarily going to be a person who’s good at deciding what the ticket prices should be or how you get sponsorship or your merchandising strategy.
“So, you’ve got two different groups of people.”
Eze Chidiebere Paul
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