Manchester United's new sporting director Dan Ashworth has set out the bold aims of the 20-time English champions under their new structure.
There have been huge changes at Old Trafford since Sir Jim Ratcliffe was confirmed as the new minority shareholder, with the owner and founder of INEOS now in charge of the football department.
Ashworth has been one of the major appointments this year, and the 53-year-old has already played a big role in the transfer market, helping the Red Devils to secure the signings of Joshua Zirkzee and Leny Yoro from Bologna and Lille respectively.
The former Newcastle United sporting director has described what Man United will be looking to achieve in the coming years after a difficult period in the club's history.
"This is one of my first opportunities to address Manchester United fans since joining the club as sporting director on 1 July, so I want to start by saying how delighted I am to be here," Ashworth wrote in his column for the 2024/25 Manchester United yearbook.
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Ashworth has been a notable appointment since Ratcliffe's arrival
"Although I grew up in Norfolk, I've always had a strong attachment with Manchester because my mum and dad were born in Middleton and my grandparents lived their whole lives there.
"When I visited as a boy, my dad would take me to games across Greater Manchester and I remember the thrill of my first visit to Old Trafford in the late 1970s, watching the likes of Lou Macari, Jimmy Nicholl and Arthur Albiston.
"I can't claim to have been a partisan United fan – my dad enjoyed watching all the local teams – but I remember the special buzz that always seemed to surround games at Old Trafford, and it's something I have experienced many times since during my career in football.
"So it's going to be an incredibly proud moment entering the directors' box on the home side for the first time when the Premier League season gets under way against Fulham on August 16. The close season is always a reset moment for every club, but the sense of renewal has been particularly strong at Manchester United this summer as our new leadership structure takes shape.
"Omar Berrada has started as chief executive, and Jason Wilcox as technical director, and I can assure you that we have lost no time in getting to work. Our first big decision of the summer was to extend Erik ten Hag's contract as men's first-team manager to June 2026, reflecting our strong belief in him as one of Europe's top coaches, and the partner we want to continue working with to get the team back to the levels expected.
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Ashworth insists improvement is needed from last season
"We are all clear that last season fell below the required standards in the Premier League and Champions League but, by winning the FA Cup in such impressive fashion, our players and staff showed what they are capable of when everyone pulls together and performs to their potential.
"Our collective challenge is to reach those levels much more consistently. It's my job, together with Jason, to create the right support structures and environment around Erik, the staff and players to make that possible. Already, I can feel a strong sense of energy and determination around the group, as the players and staff return fresh from their breaks, including some exciting new additions to the squad, and to the coaching team.
"There are also changes to the physical environment at Carrington as work commences on our season-long £50 million redevelopment of the training ground – evidence of our commitment to improving the club's infrastructure.
"This will require some adaptation this season, but all our teams – men's, women's and Academy – will maintain access to high-quality facilities, with the promise of a fully refreshed, world-class site once the project is completed.
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Ashworth is targeting Man United success across the board
"Delivering a successful women's team and a thriving, productive Academy are both key objectives of my job, and I have a strong background in both areas. Women's football was an important part of my remit in past roles with Newcastle United, Brighton & Hove Albion and the FA, and it will be the same at Manchester United. Women's football is arguably the most exciting area of growth in the global game, and we want to be part of that.
"Last season's FA Cup win was a fantastic landmark as our first major women's trophy, and now we want to build on that with Marc [Skinner], his staff and the players. Youth development has also been a huge part of my career and I see it as a crucial element of success for any football club – but especially for Manchester United where homegrown players have such a rich history.
"The success of our Under-18s during the 2023/24 campaign bodes well for the next generation of men's talent coming through, and the same is true on the women's side, with both our Under-21s and Under-16s finishing the season with trophies. Overall, my first impression is the scale of opportunity available to us at Manchester United as we review and refresh all areas of the club.
"This remains one of the biggest football clubs in the world, but that is not our measure of success; the focus is on getting back to being among the best on the pitch. It won't happen overnight, but, together with Omar and his new leadership team, we will not rest until we have achieved it."
Man United opened their preparations for the 2024-25 campaign with a 1-0 loss to Rosenborg last week, but they beat Rangers 2-0 on Saturday afternoon and are now preparing to head to the United States for their pre-season tour.
