Ratcliffe unveils 'badge, bravery and spirit' as Manchester United's new core values

Manchester United have formally adopted three core values — ‘badge’, ‘bravery’ and ‘spirit’ — on their official club website, marking the latest cultural shift at Old Trafford since Sir Jim Ratcliffe and Ineos assumed control of football operations in 2024.

The values, first reported by The Sun, are framed as guiding principles for everyone at the club. ‘Badge’ calls on staff and players to “earn the badge, every day,” respect the club’s history and meet the standards expected of United, with the explicit reminder that “no one is bigger than the club.” ‘Bravery’ urges the organisation to “be bold, be brave, and take calculated risks,” innovate and “do what’s right for the club, even when it’s hard.” ‘Spirit’, the third pillar, asks those involved to “embody the spirit of Manchester United,” act with passion and “fight back, no matter what.”

The rebrand arrives as United prepare to return to pre-season training following their summer break. Manager Michael Carrick, appointed on a permanent basis after guiding the club to third place in the Premier League as interim boss, will lead the squad into a campaign that includes a return to the Champions League.

On the pitch, the summer transfer window is already generating activity. Atalanta midfielder Ederson has agreed to join United for an initial fee of £35 million, with a further £3.8 million in potential add-ons.

United’s pre-season schedule takes them across Europe, with fixtures against Wrexham, Rosenborg, Atletico Madrid, Paris Saint-Germain, Leeds United and AC Milan before the Premier League campaign opens on 22 August away to Hull City at the MKM Stadium.