3 ways new manager Ruben Amorim can rebuild Manchester United's identity

Analysis: The Portuguese manager faces a massive task at Old Trafford when it comes to imposing his footballing philosophy on all concerned

By Matthew Smith, University of Winchester and Sean Figgins, University of Sussex

The last 11 years have been a pretty bleak period for Manchester United. Supporters seeking a return to the glory days of manager Alex Ferguson have been left sorely disappointed by a succession of managers (and players). The club's start to the 2024-2025 Premier League season has been its worst ever - and after the sacking of Erik ten Hag, all eyes are on new head coach Ruben Amorim.

One key problem Amorim faces is re-building the fractured sense of identity around the club since Ferguson left in 2013. Research shows that a team's sense of identity is vital. It is unifying and an important part of sporting success.

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From RTÉ Radio 1's News at One, Gavin Cooney from The42.ie on Erik ten Hag's departure from Old Trafford

Research also shows that a strong team identity is related to greater levels of confidence, resilience, effort and performance – all qualities which have been somewhat lacking at Manchester United over the last few seasons. Amorim will need to try and rebuild a strong identity if he wants to be successful.

Indeed, plenty of evidence suggests that strong leadership is one of the key requirements for creating a sense of "us". Leaders who create strong team identities are perceived more favourably, including being more likely to be