Dan Ashworth Says Manchester United Were ‘Below Standards’ Under Erik ten Hag

In his inaugural message to fans as Manchester United's new sporting director, Dan Ashworth expressed his commitment to helping the club reclaim its position as one of the best on the pitch. Ashworth acknowledged that Erik ten Hag's side did not meet expectations last season, but he remains confident that the Dutch manager can lead United to better results.

Ashworth was officially appointed as United’s sporting director earlier this month, following a successful two-year tenure at Newcastle United in the same role. His arrival is part of a broader restructuring at Old Trafford, including the appointments of Omar Berrada as chief executive and Jason Wilcox as technical director. These changes followed Ineos chairman Sir Jim Ratcliffe's acquisition of a minority stake in United and his takeover of football operations.

In his first message to the fans, Ashworth emphasized his goal to restore United to its former glory. "This remains one of the biggest football clubs in the world, but that is not our measure of success; the focus is on getting back to being among the best on the pitch," he wrote in a column on the club’s website. "It won’t happen overnight, but, together with Omar and his new leadership team, we will not rest until we have achieved it."

One of Ashworth's initial decisions was to extend Erik ten Hag’s contract until June 2026. He praised ten Hag as “one of Europe’s top coaches” and reaffirmed the club's belief in his abilities. However, Ashworth admitted that last season, which saw United finish eighth in the league and exit the UEFA Champions League at the group stage, was below the "required standards." Despite this, he highlighted the FA Cup victory as evidence of what the team can achieve when performing at their best.

"Omar Berrada has started as chief executive, and Jason Wilcox as technical director, and I can assure you that we have lost no time in getting to work," Ashworth said. "Our first big decision of the summer was to extend Erik ten Hag’s contract as men’s first-team manager to June 2026, reflecting our strong belief in him as one of Europe’s top coaches, and the partner we want to continue working with to get the team back to the levels expected.

"We are all clear that last season fell below the required standards in the Premier League and Champions League, but by winning the FA Cup in such impressive fashion, our players and staff showed what they are capable of when everyone pulls together and performs to their potential. Our collective challenge is to reach those levels much more consistently. It’s my job, together with Jason, to create the right support structures and environment around Erik, the staff, and players to make that possible. Already, I can feel a strong sense of energy and determination around the group, as the players and staff return fresh from their breaks, including some exciting new additions to the squad and the coaching team."

Ashworth also outlined his goals for the women’s and youth teams, as well as the academy. "Delivering a successful women’s team and a thriving, productive academy are both key objectives of my job, and I have a strong background in both areas. Women’s football was an important part of my remit in past roles with Newcastle United, Brighton & Hove Albion, and the FA, and it will be the same at Manchester United. Women’s football is arguably the most exciting area of growth in the global game, and we want to be part of that. Last season’s FA Cup win was a fantastic landmark as our first major women’s trophy, and now we want to build on that with Marc [Skinner, coach], his staff, and the players. Youth development has also been a huge part of my career, and I see it as a crucial element of success for any football club – but especially for Manchester United, where homegrown players have such a rich history."

He also mentioned that United will have to “adapt” to a new training environment this season as work begins on a £50 million redevelopment of the Carrington training ground.

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