Manchester United’s Evolving Strategy Under INEOS

Before the partial takeover by INEOS in late 2023, Manchester United’s football operations were predominantly managed by Ed Woodward, who served as executive vice-chairman from 2012 until his resignation in 2021. His tenure saw United transition from a dominant domestic force to a club grappling with its identity. Wayne Rooney’s remarks encapsulate the frustration of fans who witnessed substantial investments in player signings that ultimately fell short. High-profile transfers, such as Paul Pogba for a then-world-record £89 million ($117 million) from Juventus, Romelu Lukaku for £75 million ($99 million) from Everton, and Zlatan Ibrahimovic’s brief stint after joining on a free from Paris Saint-Germain, now reflect a perceived lack of foresight in footballing strategy.

Since taking control of football operations following their acquisition of a 25% stake, INEOS, under Sir Jim Ratcliffe, has initiated a notable shift in recruitment strategy. Unlike the previous indiscriminate approach, United has recently prioritized players with Premier League experience and emerging international talents. New signings such as Bryan Mbeumo, Matheus Cunha, and Belgian goalkeeper Senne Lammens have brought both energy and stability, contributing to the team’s ascent to seventh place in the Premier League, remaining unbeaten in their last five matches with 18 points.

In a recent appearance on The Overlap Fan Debate, presented by Sky Bet, Rooney commented: “The recruitment at Manchester United before last summer was horrendous. They were just bringing in big names—players like Lukaku, Zlatan, and Pogba are undoubtedly talented, but the focus was on star power rather than cohesive team-building. It will take time to rectify those past mistakes.”

Recent performances are indicative of a team regaining its rhythm. After a rocky start to the 2025–26 campaign, the Red Devils rebounded with three consecutive Premier League victories in October, defeating Sunderland, Liverpool, and Brighton. Rooney expressed optimism about the team’s prospects for securing a Champions League qualifying spot next season, stating: “If you look at Manchester United over the last ten years, the players have faced significant challenges. Now, after a few positive results, we can see confidence returning. While they may not win the league, there is a great chance they could sneak into the top four.”

However, progress has been tenuous at Old Trafford. November presented back-to-back 2-2 draws against Nottingham Forest and Tottenham, revealing persistent defensive issues. After the draw with Tottenham, manager Ruben Amorim expressed mixed feelings, acknowledging that the three points felt within reach: “During the game, we believed the three points were ours to take. However, given the circumstances with Harry Maguire and Casemiro exiting the game and conceding two goals, we must grow as a team. It was our day to win, yet we settled for a point.”

Amorim further reflected on the team’s need for greater intensity and bravery: “We felt comfortable but should have been more assertive to secure a victory. While the first half was strong, we need to maintain that performance throughout. This is merely the beginning of our journey towards becoming a resilient team, and we have much work ahead of us.”

Looking ahead, United will return from the international break with a pivotal match against Everton on Monday, November 24.