In a message to supporters, Dan Ashworth, the new sports director of Manchester United, outlined his goals for the team.
The Red Devils’ football hierarchy has completely changed since the 53-year-old left Newcastle United, with Jason Wilcox taking over as technical director and Omar Berrada as chief executive.
After agreeing to a contract extension, Ashworth will continue as manager, although Erik ten Hag will immediately under pressure to surpass last year’s performance.
According to the new sports director, the squad’s performance in the Premier League and Champions League last season was insufficient, but the FA Cup victory must be viewed as a positive since it raised the bar that the team must now consistently meet.
“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 an impressive fashion, our players and staff showed what they are capable of when everyone pulls together and performs to their potential,” Ashworth wrote in a column for the Manchester United yearbook.
We all have to work together to continuously achieve those standards. In order to make that happen, it’s my responsibility to work with Jason to provide the ideal environments and support systems for Erik, the employees, and the gamers.
“As the players and staff return from their holidays, I can already sense a strong sense of energy and determination among the group. There are some exciting new additions to the squad and the coaching staff.”
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.’