1 month ago
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New Manchester United sporting director Dan Ashworth has laid out his targets for the club in a message to supporters.
The 53-year-old has arrived from Newcastle United in a complete revamp of the Red Devils footballing hierarchy, with Omar Berrada coming in as chief executive, and Jason Wilcox as technical director.
Erik ten Hag is staying on as manager after signing a contract extension, but Ashworth is already challenging the Dutchman to improve on last season.
The new sporting director says the last campaign was not good enough on the Premier League and Champions League fronts, but the positive of the FA Cup win must be the standard the team is reaching much more regularly.
Ashworth wrote in a column for the Manchester United yearbook: ‘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.’
Ashworth added that there are more wide-ranging improvements to be made to the club as a whole and will focus on success for the women’s team and academy as well.
‘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,’ he continued.
‘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.
‘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 ow we want to build on that with Marc, 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.’
He concluded: ‘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.’
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