Manchester United have introduced three new core values—badge, bravery, and spirit—as part of a major rebrand under Sir Jim Ratcliffe and Ineos. The club's official website now lists these guiding principles, which are intended to shape the club's culture and operations moving forward.
New Values Unveiled
According to The Sun, the values were developed with input from Ratcliffe and Ineos, who took control of football operations at Old Trafford in 2024. The club's website elaborates on each value: "Badge – Earn the badge, every day. Respect our history and heritage. Be best in class and deliver to the standards expected of Manchester United. No one is bigger than the club."
"Bravery – Be bold, be brave, and take calculated risks. Do things differently and innovate. Lead by example and do what’s right for the club, even when it’s hard."
"Spirit – Embody the spirit of Manchester United. Show strength of character, act with passion, and fight back, no matter what."
Managerial and Squad Developments
The rebrand comes as manager Michael Carrick prepares for his first full season in charge. Carrick, who steered United to third place in the Premier League as interim boss, was given the permanent job towards the end of last season. United will return to the Champions League next season and aim to challenge Arsenal and Manchester City for the title.
In the transfer market, Atalanta midfielder Ederson has agreed to join United for an initial fee of £35 million, with a further £3.8 million in potential add-ons, according to reports.
Pre-Season Schedule
United's pre-season tour includes matches in Finland, Norway, Sweden, the Republic of Ireland, and Poland. They will face Wrexham, Rosenborg, Atletico Madrid, Paris Saint-Germain, Leeds United, and AC Milan before opening the Premier League season on August 22 against Hull City at the MKM Stadium.
