Omar Berrada: The New CEO of Manchester United
In the football world, much attention has recently turned to Omar Berrada, the new CEO of Manchester United who stepped into his role last July. Having built a notable career, Berrada originally made a mark in the mid-2000s as an executive at Barcelona, where he played a key role in monetizing the club’s burgeoning fan base. His efforts helped Barcelona catch up in revenue with rivals like Manchester United and Real Madrid.
Following his success there, Berrada was recruited by Manchester City in 2011, where he honed his skills further in both commercial and football operations.
Embracing the Challenge
Fast forward to January 2024, Berrada found himself being offered the top job at Manchester United, an opportunity he embraced without hesitation. I had the privilege of interviewing him on June 2 at Old Trafford, where he reflected on his journey and the club’s prospects. This was his first extensive interview since taking the reins at United, and our 70-minute conversation touched upon various strategic decisions, including the appointment of manager Ruben Amorim in November.
Strategic Decisions for the Future
Berrada acknowledged that bringing in a new manager mid-season posed significant challenges, stating it was an investment in the future. He emphasized the importance of allowing Amorim adequate time to integrate and familiarize himself with the squad and the Premier League, pointing out that their planning extends beyond immediate results to a comprehensive two-to-three-year strategy aimed at winning the Premier League title.
He recognized the parallels between Amorim’s experience and Pep Guardiola’s struggles during his inaugural season at Manchester City. Just as Guardiola was given time to develop his vision, Berrada believes Amorim can learn and grow with the team to ultimately instigate a successful turnaround.
Facing Challenges Head-On
Reflecting on the challenges faced last season, which included staff cuts and a high number of losses, Berrada characterized his time thus far as a “whirlwind”. However, he expressed confidence that the worst is behind them, citing a renewed focus on team management, talent acquisition, and youth integration in the upcoming season. He described targets outlined in his “Project 150”, aiming to reach key milestones by the time the club marks its 150th anniversary in 2028. This includes ambitions for both the men’s and women’s teams to secure league titles in the coming years.
Optimism for the Future
Despite the rocky past season — finishing 15th in the league and dealing with critical public backlash over ticket pricing strategies — Berrada remains optimistic. He insists the team’s summer recruitment plans are ambitious, citing the acquisition of Matheus Cunha for £62.5 million as an encouraging step. He highlighted Cunha’s versatility and exciting playing style that he believes will resonate well with fans.
A Unique Perspective
Berrada’s background enriches his perspective; having been raised in varied cultural settings, including Morocco and the United States, and on his lifelong passion for football, he draws on a broader appreciation of the sport. His academic and professional trajectory, bolstered by fluency in five languages, equips him uniquely to navigate the complexities of managing such a storied club.
Commitment to Transparency and Tradition
As he settles into his role, Berrada is committed to fostering a collaborative environment among club executives and maintaining open lines of communication with fans to ensure transparency and build trust amid a tumultuous backdrop. His approach combines strategic ambition with a respect for the club’s rich heritage, as he aims to steer Manchester United back to its former glory.
