Sporting director Dan Ashworth outlines what is being described to be an ‘exciting vision’ for Man Utd after joining from Newcastle United earlier this year.
It was in February 2024 that it was reported that Manchester United were keen on Ashworth taking up the role as the club’s sporting director, with the two clubs negotiating this move.
His exit from the Magpies was confirmed on the 19th of February, and that he had begun a period of gardening leave.
On the 1st of July 2024, Man Utd confirmed his appointed as sporting director, following an agreement finalised with Newcastle, and now he’s spoke for the first time to supporters.
A clear vision for the future.
Sporting director, Dan Ashworth, has written a column especially for United fans about our future plans ⤵️#MUFC
— Manchester United (@ManUtd) July 22, 2024
CLUB STATEMENT:
Sporting director Dan Ashworth has written a column for the 2024/25 Manchester United yearbook, addressing fans for the first time and outlining his exciting vision for the club.
Here, you can read Ashworth’s notes in full…
“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.
“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.
“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.
“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.
“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.”
Previous to Newcastle, Dan Ashworth had been a technical director for West Bromwich Albion and Brighton and Hove Albion, as well as FA director of elite development, an academy director at Peterborough United and the center of excellence director at Cambridge United.
Also in his stint at West Brom, he was assisting youth team manager Aidy Boothroyd, leading to then becoming youth team manager until he was promoted to the club’s sporting and technical director.
He also had a very brief stint playing football, after time in the academy at Norwich City, he joined non league club Eastbourne Town, making 21 appearances and netted four times, before moving across to St. Leonards.
Ashworth later spent time in the United States, coached West Florida Fury, and then returned to England to play for Wisbech Town, only to leave them in the autumn of 2000, after financial problems at the club.
His son Zac Ashworth is a professional footballer, recently signing for Blackpool, after spells with Bolton, Burton and West Brom.
This is how Twitter users reacted as Sporting director Dan Ashworth outlines an ‘exciting vision’ for Man Utd after joining from Newcastle…
@UnitedPeoplesTV: Really is amazing how much of a difference communication can make. Got real belief in Ashworth, Berrada, Wilcox and Vivell. So much more needed but United fans can finally say we’ve got a football structure in place and we’re already seeing the initial results of it this summer.
@TomMUFC8: How refreshing to have someone at board level speak to the fans. Something so simple but goes a long way #mufc
@UtdDes13: Wow the last sentence is exactly what I have been saying. It doesn’t matter if they fail this summer, this new structure will fight again and again till they get it right. Welcome Dan Ashworth we are delighted to have you.
@utdDavJ: Love this. So refreshing to the shit we’ve had in the past… let’s go! 🔥
@mufcbruv: The miracle worker.
@StephenMUFC_: I think we’re all hopeful this is the beginning of our successes returning, he’s saying all the right things
@manunitedrebel: My Sporting Director 👊🏻
@Jamiewain595769: I was skeptical when he came in but i really like this guy seems like he understands our club
@MelvinS7ven: Things like his should be a given but it’s been non existent at Man Utd under the previous regime. Nice to see our backroom actually stating plans and engaging with fans, being open and honest about how those plans will be implemented. Love it.
@MUFC_FW: WTH is this? Communication from the club to the fans…never thought that i’d see the day ❤️ We are the sleeping giant…
@smithy24700: Good read. Seems there’s some sort of vision coming together. Can’t begin to imagine the statement those in the alternative universe where Qatar have purchased the club have been subjected to from new Manchester United DOF, Rio Ferdinand.
@UtdXclusive: When did the Glazers ever do anything like this? Incredibly refreshing to see the club now keeping us informed on what’s happening behind the scenes and future plans. 👏
@TrxpleM: I like the clarity this guy speaks with. It’s very encouraging.
@TridgeTV: We’ve had communication from the owner, CEO and DOF all within like a month… this feels weird. Setting out standards and plans and being held to accountable to it.
Incredibly refreshing to just get a communication with stated intent on it from anybody at Manchester United above the manager. It’ll take time but they are undoubtedly on the right course for the first time in a decade. https://t.co/QWSXAXUUam
— Scott Saunders (@__scottsaunders) July 22, 2024
One of Norfolk’s finest speaks. Proper excited about what Ashworth can do at OT. We’re on our way back baby*
* Patience will still be needed, won’t happen overnight. https://t.co/vzemxuXtsw
— Gavin Caney (@GavinCaney) July 22, 2024
Hardly a single mention about how mint it is we get loads of shirt sales. No, it’s… we want to measure success on the pitch, not off of it… https://t.co/OC9H5sVX6K pic.twitter.com/oNZ4CCbPjA
— Scotty Tridge (@TridgeTV) July 22, 2024
It shows how low the standards had plunged at Manchester United by how strong the response has been fans to the constant communication from the new footballing structure this summer.
Back on the right track, even if the road is longer than we’d like. Feels good, man. https://t.co/GSGtH92rJR
— Adam (@AdamJoseph____) July 22, 2024
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