British billionaire Sir Jim Ratcliffe sold the idea that his role at Manchester United would finally bring the club a coherent, long-term strategy. While his purchase of a one-third stake was partly an emotional investment from a lifelong supporter, the ultimate goal was to restore United’s elite status through clear, pragmatic, and patient decision-making.
Wolverhampton Wanderers v Manchester United – Premier League
Ratcliffe witnessed United’s post-Ferguson struggles firsthand: frequent managerial changes, a lack of structural continuity, and an inability to build anything lasting. Shortly after taking control, he stated:
“If you look at the 11 years that have gone since David Gill and Sir Alex have stepped down, there have been a whole series of coaches, some of which were very good. And none of them were successful, or survived for very long. The only conclusion you can draw is that the environment in which they were working didn’t work. I’m talking about the organisation, the people in the structure, and the atmosphere in the club. So we have to do that bit.”
He moved quickly to address the issue, assembling what he called a “world-class” executive structure:
Omar Berrada was poached from Manchester City as chief executiveDan Ashworth was lured from Newcastle United as sporting director (after significant compensation)Jason Wilcox joined from Southampton (previously at City) as technical director
This marked a clear shift from the previous era, where much of the recruitment and managerial oversight had fallen to Ed Woodward.
“We have to look at the organisation of the club, because it is not good at the moment,” Ratcliffe told Belgian newspaper De Tijd. “Take the head coach for example: he must report directly to the CEO. That is no longer possible in a modern football organisation. We then have to ensure that the right people end up in the right positions. Every person in management must be world-class. And then it is important to create a positive, supportive, friendly and high-quality environment. That culture was missing before. Only in such an environment can you get the best out of sportsmen. If successful, the results will follow automatically. That’s the plan and I believe in it.”
The new executive group was designed for long-term stability — executives typically stay far longer than players or coaches — with the hope that boardroom consistency would eventually bring stability in the dugout and reduce knee-jerk decisions.
The First Major Test: Erik ten Hag Era Ends, Then Amorim, Then Carrick
Manchester City v Manchester United – Carabao Cup: Semi Final
Before Ratcliffe’s arrival, United had been criticised for buying players to fit the style of then-manager Erik ten Hag, creating potential problems for any successor. Ten Hag’s tenure flattered to deceive — despite winning the FA Cup at the end of Ratcliffe’s first season, the team showed no clear upward trajectory toward reclaiming elite status.
After a poor start to the following campaign, ten Hag was dismissed. The club appointed Ruben Amorim, whose tactical approach was markedly different. Yet results did not improve — they worsened — leading Ratcliffe to publicly defend the coach:
“You can’t run a club like Manchester United on knee-jerk reactions to some journalist who goes off on one every week.”
He added:
“Ruben needs to demonstrate he is a great coach over three years. That’s where I would be. The press, sometimes I don’t understand. They want overnight success. They think it’s a light switch.”
Yet only halfway through Amorim’s tenure, he too was sacked. The club once again turned to a temporary solution in Michael Carrick.
Carrick’s interim reign began with a stunning 0-2 victory over rivals Manchester City — a result that raised hopes. However, it remains to be seen whether this short-term fix can provide lasting stability.
The Core Challenge Remains
Sir Jim and his team now recognise that Manchester United’s true need is a strategy that lasts beyond 18 months — one that survives managerial changes, rebuilds culture, and creates a sustainable elite environment.
The executive structure was built to deliver exactly that. Whether it ultimately succeeds will depend on patience, recruitment discipline, and the ability to resist short-term panic — qualities that have been in short supply at Old Trafford for more than a decade.
For now, the Carrick era is underway, but the bigger question looms larger than ever: can Ratcliffe and his team finally deliver the long-term vision they promised?
Manchester United fans are still waiting — and hoping — for the answer.