Inside Berrada's talk to Man Utd staff at Carrington where he unveiled new motto

Manchester United’s chief executive Omar Berrada addressed staff on the indoor pitch at Carrington, marking the start of the new Premier League season and setting the tone for the first campaign under Sir Jim Ratcliffe’s INEOS-chosen leadership team.

Berrada, alongside directors Jason Wilcox and Marc Armstrong and head coach Ruben Amorim, reflected on the summer and introduced a new motto: “Badge, Bravery, Spirit.”

He urged staff to stay resilient, put the club above individual egos, and channel the determination of Sir Matt Busby and Jimmy Murphy in rebuilding after tragedy.

Legends Eric Cantona and Roy Keane were cited as examples of uncompromising commitment. Staff received metal bottles bearing the slogan and were asked via QR code what was needed to deliver on those principles.

Most responses were positive — “integrity,” “collaboration,” “hard work” — but some aired frustrations over budget control, redundancies, and cost-cutting measures. One blunt reply read: “Stop being cheapskates.”

The meeting came just days after Ratcliffe unveiled Carrington’s £50m refurbishment, complete with a barber shop, F1 simulator, and gaming areas, designed to foster player camaraderie.

Amorim praised Bruno Fernandes for rejecting a lucrative move to Saudi Arabia, holding him up as an example of loyalty and leadership. New signing Benjamin Sesko was also singled out for his desire to join despite higher offers elsewhere.

Amorim admitted he hadn’t always enjoyed coming to work last season, but said the new layout and improved atmosphere were encouraging. He now regularly interacts with staff across departments, helping to build unity.

Off the pitch, Armstrong revealed United have secured £70m in new commercial deals, including a fresh partnership with Coca-Cola, reported The Athletic.

On the pitch, United’s transfer spend has topped £200m, with Matheus Cunha, Bryan Mbeumo, and Sesko arriving, plus interest in Brighton’s Carlos Baleba.

The spending signals Ratcliffe’s intent for a strong start, but also comes in a season without European broadcast income. For all the new mottos and optimism, the challenge is clear — United must match words with performances.