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Omar Berrada officially commenced his role as CEO of Manchester United on Saturday, ending a highly anticipated wait. Berrada, who is highly regarded within the football community, joined from Manchester City and had to serve six months on gardening leave before starting at Old Trafford.
On Monday evening, Berrada is set to watch Manchester United’s pre-season opener against Rosenborg in Norway. He traveled with the squad and was seen alongside technical director Jason Wilcox at the airport. His appointment was the first high-profile decision made by Sir Jim Ratcliffe, who appointed him back in January.
As Berrada steps into his role, he joins a new leadership team at United that includes Dan Ashworth, Jason Wilcox, and Christopher Vivell. Now, MEN Sport have reported on the four tasks he can executive.
Fulfilling Promises
Berrada has expressed his commitment to the club’s future, promising to enhance communication and fan engagement, a significant area of concern during the Glazers’ tenure.
He stated, “Taking the role of CEO at Manchester United is a huge responsibility. I can promise you we will do everything we can to deliver the titles, trophies, and culture expected of this club across our men’s, women’s, and academy teams. I also want you to know how seriously I take fan engagement.”
United’s supporters have long criticised the lack of communication from the club’s hierarchy. Berrada’s acknowledgment of this issue and his commitment to improving it is expected to be welcomed by fans worldwide.
Improving Transfer Strategy
In terms of transfers, United made their first signing of the Ineos era by bringing in Joshua Zirkzee from Bologna on a five-year contract for €42.5 million. The Dutch forward’s transfer fee will be spread over three years.
Berrada aims to establish a more cost-effective transfer strategy, avoiding the pitfalls of overpaying for players, a trap United has fallen into previously.
Optimising Sales, by selling at the right time
United’s approach to the seller’s market has also always been under scrutiny. The sale of Donny van de Beek and Willy Kambwala indicates a shift towards more profitable transactions.
Kambwala was sold to Villarreal for €11.5 million, a significant profit considering he was initially acquired for €4 million.
As United looks to offload more players, Berrada’s expertise will be crucial. Key players like Aaron Wan-Bissaka, Victor Lindelof, Christian Eriksen, and Hannibal Mejbri, whose contracts are nearing expiration, represent potential challenges and opportunities for profit.
Driving Commercial Growth
Commercial success remains a critical aspect for United. Despite a net loss of £71.4 million earlier this year, largely due to their Champions League exit, Berrada’s experience in commercial roles at City Football Marketing will be invaluable. He was responsible for partnership sales, activation, retail, licensing, and tours, experience that will help United bridge financial gaps and drive growth.
Overall, Berrada’s appointment marks a new era for Manchester United. His strategic approach to fan engagement, transfers, sales, and commercial success aligns with the club’s ambitions to restore its former glory. United fans will be watching closely as Berrada takes the helm and strives to deliver on his promises.
