Dan Ashworth became Man Utd sporting director on July 1. (Image: Getty)
Dan Ashworth has addressed Manchester United fans directly for the first time since becoming the club's new sporting director on July 1. And the highly-regarded executive has made three exciting promises to supporters, players and staff as INEOS continue to drive change at Old Trafford.
The Red Devils reportedly managed to lure him away from St. James' Park for around £2.5million, completing Sir Jim Ratcliffe's new-look hierarchy.
Ashworth has provided statements alongside both of the club's summer signings so far - Joshua Zirkzee and Leny Yoro - emphasising his central role in both deals.
But he has addressed the fanbase directly for the first time with a column in United's 2024/25 yearbook, in which he emphasised his pride at becoming sporting director.
Ashworth noted his family ties to Manchester, recalled his first visit to Old Trafford in the late 1970s, and ensured he, along with new chief executive Omar Berrada and technical director Jason Wilcox, had wasted no time in getting to work.
The 53-year-old also admitted that last season's Premier League and Champions League campaigns were unacceptable but insisted that Erik ten Hag was viewed as the right man for the job.
He stressed that his primary ambition was to ensure United had the correct environment to produce more moments like May's FA Cup final victory against Manchester City more consistently.
Ashworth made three promises as part of his address, the first of which was regarding the redevelopment of Carrington that saw United's men's team move into the women's facilities.
The decision sparked a backlash from supporters, especially those of the women's team. However, Ashworth has assured those concerned that all departments of the club will benefit from the project.
Sir Jim Ratcliffe is driving significant change at Man Utd. (Image: Getty)
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He wrote: "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."
Ashworth also made it clear that overseeing a successful women's team and academy were just as important job requirements as his role in first-team operations.
"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," he continued.
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Omar Berrada is Man Utd's new chief executive. (Image: Getty)
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"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.
After completing his £1.3billion investment in United in February, Ratcliffe stressed that his priority was to get the right people in the right places to enact much-needed change.
The arrivals of Berrada, Ashworth, Wilcox and Christopher Vivell as director of global talent before INEOS' first full season at the helm of football operations indicate just how serious he was.
And Ashworth's final promise was that United's new-and-improved leadership team wouldn't settle until they awake the club from a decade-long slumber.
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."
