Manchester United have introduced three new core values—'badge', 'bravery', and 'spirit'—as part of a major rebrand overseen by co-owner Sir Jim Ratcliffe and Ineos ahead of the new season. The club's official website now lists these values, which replace previous slogans and aim to guide the club's culture and operations.
New Values Detailed
According to the club's website, the value 'badge' means: "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' is defined as: "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' is described as: "Embody the spirit of Manchester United. Show strength of character, act with passion, and fight back, no matter what."
Changes Under Ratcliffe and Ineos
Ratcliffe and Ineos have made numerous behind-the-scenes changes at Old Trafford since assuming control of football operations in 2024. The rebrand is the latest update, as reported by The Sun. The club is preparing for the new Premier League season under manager Michael Carrick, who was appointed permanent manager towards the end of last season after guiding United to third place in the league as interim boss.
Season Preparations
United will return to the Champions League next season and aim to challenge Arsenal and Manchester City for the Premier League title. The summer transfer window is expected to be busy, with Atalanta star Ederson reportedly agreeing to join United for an initial £35 million fee, plus £3.8 million in add-ons. Pre-season fixtures include matches against Wrexham, Rosenborg, Atletico Madrid, Paris Saint-Germain, Leeds United, and AC Milan in Finland, Norway, Sweden, the Republic of Ireland, and Poland. The Premier League season opener is scheduled for August 22, with United traveling to Hull City's MKM Stadium.
