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Man United promote new boardroom chief to help Ruben Amorim address culture shift

Originally posted on HITC | By Sean Fisher | Last updated Jul 30, 2025 2:44 PM ET

Ineos is still overhauling Manchester United’s executive setup, continuing a trend that has defined their time in charge.

Since Sir Jim Ratcliffe took control, the club has gone through a series of major changes at the top, reshaping its football operations from front to back.

There’s been a lot of movement among senior staff. Dan Ashworth was let go after just five months on the job, while Sir Dave Brailsford left his role this summer following a comprehensive review of the club.

Jason Wilcox has stepped into the Director of Football role, with Christopher Vivell taking charge as Head of Recruitment. Both report to CEO Omar Berrada and work closely with head coach Ruben Amorim.

The shake-up hasn’t stopped there. Ineos also laid off more than 400 staff members, and significant changes were made within both the academy and scouting departments.

Man United appoint Head of Football Culture and Development

Ineos are still making changes at Old Trafford, and their latest move involves a role the club hasn’t had before.

According to TrainingGroundGuru, United have promoted Michael Farrell to become the club’s first Head of Football Culture and Development.

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Farrell has been with the club for over 10 years, moving up from his previous position as Head of Player Wellbeing.

Before that, he spent four-and-a-half years as the Head of Academy Performance at United.

The report also explains that Dan Ransom has been promoted to the role of Head of Psychology and Performance Lifestyle.

United have been working to improve more than just results on the pitch. The recent £50m renovation at Carrington is part of a broader effort to raise standards across every department.

Manchester United look to address dressing room issues

Luke Shaw spoke openly during pre-season about the challenges within Manchester United’s dressing room, describing it as a “toxic” environment. He added that things have started to improve under Ruben Amorim.

“It can be quite toxic, the environment, it’s not healthy at all,” Shaw said. As the longest-serving player at the club, Shaw has seen more than most when it comes to life inside Carrington over the past decade.

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Following their lowest-ever Premier League finish in 2024/25, there’s pressure on Amorim and Ineos to set a new direction for Manchester United.

Amorim and his squad need to lead by example if they want things to change. Ineos’ latest staff promotion is another move towards creating a more positive atmosphere at the club.

This article first appeared on HITC and was syndicated with permission.

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