Manchester United have unveiled three core values — 'badge', 'bravery' and 'spirit' — as part of a major rebrand overseen by co-owner Sir Jim Ratcliffe and Ineos. The new guiding principles have been published on the club's official website ahead of the team's return to pre-season training.
New values reflect club's direction under Ratcliffe
According to The Sun, the three values are intended to define the club's ethos going forward. On the club website, the 'badge' value is described as: “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.”
The 'bravery' value states: “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.” The 'spirit' value reads: “Embody the spirit of Manchester United. Show strength of character, act with passion, and fight back, no matter what.”
Ratcliffe and Ineos took charge of football operations at Old Trafford in 2024 and have since implemented a series of behind-the-scenes changes.
Carrick's first full season as permanent manager
Michael Carrick, who was appointed permanent manager towards the end of last season after guiding United to third place in the Premier League as interim boss, is preparing for his first full campaign in charge. United will compete in the Champions League next season and aim to challenge Arsenal and Manchester City for the title.
The club's pre-season schedule includes matches against Wrexham, Rosenborg, Atletico Madrid, Paris Saint-Germain, Leeds United and AC Milan, with fixtures in Finland, Norway, Sweden, the Republic of Ireland and Poland.
Transfer activity: Ederson deal agreed
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. The summer window is expected to see further activity as the club strengthens its squad.
United's Premier League campaign begins on August 22 with an away match against Hull City at the MKM Stadium.
