Dan Ashworth was with his family at Old Trafford to watch Manchester United's 3-2 defeat against Nottingham Forest when he learned of his sacking on Saturday, according to reports. United announced the shock axing on Sunday morning, which drew further scrutiny towards the club's new-look Ineos hierarchy led by Sir Jim Ratcliffe.
Fan sentiment regarding the 72-year-old has shifted for the worse since the club increased the price of unsold tickets this season to £66 for all ages.
The decision to retain Erik ten Hag and hand him over £200million in the summer transfer window only to sack him months later is among the events that have intensified scepticism.
Ashworth's dismissal has worsened the mess, with United confirming his exit just 159 days after his appointment as the club's sporting director.
A statement read: "Dan Ashworth will be leaving his role as sporting director of Manchester United by mutual agreement.
"We would like to thank Dan for his work and support during a transitional period for the club and wish him well for the future."
According to the Mail, while described as mutual, Ratcliffe instigated the call alongside Ineos director of sport Sir Dave Brailsford and United co-chairman Joel Glazer.
And further details have emphasised how sudden and brutal the decision was following Saturday's dismal outing against Forest.
The report claims that Ashworth attended the Premier League clash with his family before being summoned from the directors' box.
United chief executive Omar Berrada then informed the 53-year-old of his dismissal in a meeting at the stadium.
It's unclear whether he was spotted being escorted through the media room with his head down before or after learning the news.
Ashworth spent around a similar period as United's sporting director as he did on gardening leave at Newcastle United.
The Red Devils paid in the region of £3million to appoint him, and their decision to part ways is said to have been very difficult for all parties.
Ineos are said to be building their desired leadership team at pace and are learning on the go at the start of a long-term process.
One of United's reported concerns was that Ashworth wasn't as cut-throat as required during cuts to the football department.
He is also said to have been not as on board with the appointment of Ruben Amorim as Berrada and technical director Jason Wilcox, preferring Gareth Southgate or Eddie Howe.