'/%3e%3cdefs%3e%3clinearGradient%20id='prefix__paint0_linear_4737_37157'%20x1='3.018'%20y1='23.6'%20x2='44.925'%20y2='24.977'%20gradientUnits='userSpaceOnUse'%3e%3cstop%20stop-color='%231CB7FF'/%3e%3cstop%20offset='.502'%20stop-color='%232FF58B'/%3e%3c/linearGradient%3e%3c/defs%3e%3c/svg%3e)
Man Utd's new three-word slogan launched as part of major Sir Jim Ratcliffe rebrand
Jul 07 2026 04:17 · By Mark Wakefield/Sport Central Audience Writer · 126 Reads
View 2 Images
Sir Jim Ratcliffe has played a central role in establishing three key 'values' at Manchester United as the club gears up for the new campaign. United are on the verge of returning to pre-season training after their summer break, as preparations intensify under manager Michael Carrick .
The Red Devils handed Carrick the permanent manager's job towards the end of last season, after the former midfielder steered United to third place in the Premier League during his stint as interim boss.
United will be back in the Champions League next season and will have genuine ambitions of challenging the likes of Arsenal and Manchester City for Premier League glory.
Ratcliffe and Ineos have implemented a raft of behind-the-scenes changes at United since taking control of football operations at Old Trafford in 2024.
The latest development has seen Ineos unveil three core 'values' that the club intends to uphold for the foreseeable future, according to The Sun .
United have identified 'badge', 'bravery' and 'spirit' as their new guiding principles, which have now appeared on the club's official website.
“Badge – Earn the badge, every day,” United’s club website states. “Respect our history and heritage. Be best in class and deliver to the standards expected of Manchester United. No one is bigger than the club.
“Bravery – Be bold, be brave, and take calculated risks. Do things differently and innovate. Lead by example and do what’s right for the club, even when it’s hard.
“Spirit – Embody the spirit of Manchester United. Show strength of character, act with passion, and fight back, no matter what.”
View 2 Images
FOLLOW OUR MAN UTD FB PAGE! Latest United news and more on our dedicated Facebook page
The transfer window is also set to take centre stage throughout the summer, with a string of high-profile players being linked with moves to Old Trafford.
Atalanta star Ederson has agreed to make the switch to United this summer, with an initial fee of £35million already locked in, along with a further £3.8million in potential add-ons.
United will venture to Finland, Norway , Sweden , the Republic of Ireland and Poland throughout their pre-season schedule.
Carrick's side will line up against Wrexham, Rosenborg, Atletico Madrid, Paris Saint-Germain, Leeds United and AC Milan as they gear up for the forthcoming campaign.
All of this will serve as the build-up to United's Premier League curtain-raiser on August 22, when they head to the MKM Stadium to take on Hull City .