Manchester United sporting director Dan Ashworth has sent a clear-cut message about what he expects from Erik ten Hag and the Red Devils in the 2024-25 season.
Dan Ashworth was one of the key figures that Sir Jim Ratcliffe’s Ineos team had been targeting as part of the behind-the-scenes changes at Old Trafford.
The 53-year-old had previously worked as a sporting director at Newcastle before his departure from the role in February amid Manchester United’s interest at the time.
Ashworth was appointed to his post in July and is one of the key figures at Old Trafford alongside the likes of United chief executive Omar Berrada.
Ineos’ appointments at United also include Jason Wilcox as technical director and Jean-Claude Blanc working behind the scenes at the Red Devils.
Ashworth’s message to Ten Hag and Man Utd
Erik ten Hag retained his position as manager at Manchester United after Ineos completed its end-of-season review at the club.
The 54-year-old Dutchman’s long-term future had been cast into doubt after Ineos chief Sir Jim Ratcliffe captured a minority stake in United in 2023.
United only managed an eighth-place finish in the Premier League table last season under Ten Hag, whose first-team squad was ravaged by injuries over the course of the campaign.
However, Ten Hag was able to avenge his 2023 FA Cup final defeat after United produced a sensational 2-1 win over Manchester City in the 2024 final in May.
Ineos, who is in charge of football operations at Old Trafford, retained the services of Ten Hag after its review and the Dutchman signed a new contract.
According to The Guardian, Dan Ashworth is in agreement with Sir Jim Ratcliffe over what Ten Hag must achieve at United going forward.
It has been reported that the ‘remit’ for Ten Hag is to ensure that the Red Devils are ‘significantly’ improving both their ‘on-field performance and off-field standards.’
The newspaper added that United have recognised that ‘all areas of football policy require repurposing’ after the club’s poor league finish last season.
Ashworth’s clear position about Man Utd
Ashworth has made his feelings clear that he wants to see United restore their success on the pitch, which is a huge priority for the Ineos regime.
Speaking in a column for Manchester United’s official website, he said: “We are all clear that last season fell below the required standards in the Premier League and Champions League but, by winning the FA Cup in such impressive fashion, our players and staff showed what they are capable of when everyone pulls together and performs to their potential.”
Ashworth added: “This remains one of the biggest football clubs in the world, but that is not our measure of success; the focus is on getting back to being among the best on the pitch.
“It won’t happen overnight, but, together with Omar and his new leadership team, we will not rest until we have achieved it.”
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