We reveal all about what the reshuffle really means for United, their Project 150, Mission 21 and Mission 1 - and why it can finally unlock the Ineos rebuild
Subscribe to Mail+ to read more exclusive scoops and in-depth coverage and analysis from Old Trafford - including Man United Confidential every Tuesday
By MIKE KEEGAN
Published: 07:00 EDT, 6 June 2025 | Updated: 07:01 EDT, 6 June 2025
One of the issues Jason Wilcox will have to contend with as he steps into his new role as director of football at Manchester United could be viewed as entirely of his own making.
For six years, from 2017 to 2023, it was the 51-year-old’s mission to ensure that the best young talent in football swerved Old Trafford and instead headed to the Etihad.
Wilcox was Manchester City’s head of academy, and for more than half a decade his focus was on identifying the most elite prospects on the planet and ensuring that they would wear blue, and not red.
According to those who know, he was pretty good at it. They take their conveyor belt incredibly seriously at City, where providing homegrown talent for the first team is viewed as a hefty punch in the face for those who accuse them of buying success.
More than that, however, it is viewed as a vital revenue generator. Earlier this week, the cash register rang again when Chelsea paid Ipswich Town £30million for Liam Delap and City pocketed around £2m from a sell-on clause.
Even if those coming through the ranks at the Etihad Campus do not meet Pep Guardiola’s requirements – and that is a high bar – there is often a resale value which, in the world of profit and sustainability rules, is precious. There are some who would even argue that, aside from Guardiola, the head of academy is the most important person at the club.
Jason Wilcox (centre) has been promoted to Manchester United's director of football
Pictured here with departing Manchester City director of football Txiki Begiristain, Wilcox was highly regarded at United's rivals
City will earn £2million from Liam Delap's move to Chelsea, having come through their academy under Wilcox
In City’s Premier League squad this season, poster boy Phil Foden was joined by fellow graduates Rico Lewis, Nico O’Reilly, Oscar Bobb and James McAtee. Foden and Lewis have played for England, Bobb for Norway.
Wilcox, via a short stint at Southampton, will now have to deal what he has sown. Following the decision to switch Sir Dave Brailsford back to head of Ineos Sport, the former Blackburn Rovers title winner has taken on extra responsibilities as those brought to Old Trafford following Sir Jim Ratcliffe’s investment and taking over of football operations seek to turn the ship.
Wilcox will continue to report to chief executive Omar Berrada, a fellow ex-City employee and key backer, and those who have worked with both are not surprised at his elevation.
‘He’s an ambitious bloke without being arrogant,’ said one. ‘It was pretty clear from early on that he was building towards this kind of role. He left a great job running City’s academy to go to Southampton as their director of football because he saw it as the next step.
'He's a rare breed in football – a bloke who will be straight with you and not go around the houses. He’s clear in what he wants to achieve and he was widely viewed as having the best network of scouts in the catchment area. The irony is that he may have ended up making life harder for himself.’
Wilcox’s elevation comes after a brutal year at Old Trafford, but those who are part of the new regime insist that they are heading in the right direction.
The latest redundancy process is close to completion and the belief is that the cuts, while controversial, have helped put United in a place where they can spend this summer as Ruben Amorim seeks to rebuild.
Matheus Cunha has arrived for £62.5m from Wolverhampton Wanderers and Bryan Mbuemo is expected to follow from Brentford, who value their player at more than £60m. Others have been identified but the view from inside the club is that there will have to be movement out of the door first.
Omar Berrada (second left) has been a key backer of Wilcox as a fellow ex-City employee
Bryan Mbeumo (left) is set to join Wolves' Matheus Cunha in making the switch to Old Trafford
Wilcox had a stint as Southampton director of football after leaving City
Wilcox will work closely with German director of recruitment and former Chelsea and Red Bull staffer Chris Vivell and performance director Sam Erith, whose position has now been made permanent following his arrival from Madison Square Garden Sports in New York, where he worked closely with basketball and ice hockey teams, the New York Knicks and New York Rangers.
The reality is that he has been carrying out the role for some time, and that the new title is the formalisation of life post-Dan Ashworth, who left after just four months with the club in December.
Ashworth was known as a backer of previous manager Erik ten Hag and was involved in last summer’s £200m splurge that has failed to so-far deliver returns.
Wilcox and Amorim, the Dutchman’s replacement, are known to be ‘tight and aligned’, as they undertake what is probably one of the most difficult tasks in football.
There have also been other changes as part of the reshuffle. Collette Roche, United’s chief operating officer, is now focusing on football admin and operations on an interim basis until a hire is made in that area. She is also working on the club’s project to build a new stadium and will eventually focus on that full-time.
Gary Hemingway, an Ineos projects specialist, has picked up some of the responsibilities, along with chief business officer Marc Armstrong, who joined from Paris Saint-Germain earlier this year.
At some point over the summer, when the redundancy process is complete, there is expected to be a formal unveil of the new operating model.
Berrada has led the changes, although major decisions require the approval of the club’s board and Ratcliffe is a key influence. He is viewed as a calm, collected and methodical operator.
Christopher Vivell (left), a former Chelsea and Red Bull staffer, is now United's director of recruitment
Dan Ashworth (right) was known as a backer of previous manager Erik ten Hag and was involved in last summer’s £200m splurge that has failed to so-far deliver returns
Sam Erith (left) spent 11 years as Manchester City head of sports science, and six at Tottenham
Since his arrival from City, Berrada has taken time to evaluate United’s inner workings before carrying out a restructure. Those who know him say he goes about his business quietly and effectively and is not power hungry. That may well be a handy trait at a club where the noise is louder than any other.
‘It’s a privilege to work for this club,’ he said recently in a rare interview with club media. ‘It’s been a difficult season. We are going through a transformation on and off the pitch and we have had to take some tough decisions to put the club in the best place possible for the future.
'I’m very excited about what’s coming ahead of us... I’m sure the good days will be back.’
While it was a season to be endured, rather than enjoyed, United feel as though they have made the changes to put them into a position which allows them to start competing.
As for Brailsford, he will now focus on Ineos’s wider stable. He will continue to have some input at United, but the switch is clear sign of him stepping back.
The marginal gains guru has his fingerprints all over the ongoing £50m redevelopment of the Carrington training complex and has been a significant figure following his arrival in early 2024.
He also created United’s ‘Mission 21’ blueprint, aimed at securing a 21st Premier League title, and ‘Mission 1’ around a bid for a first Women’s Super League.
Both of those came under the umbrella of ‘Project 150’ which stated that the aim was to accomplish those achievements for United’s 150th anniversary in 2028.
Dave Brailsford has his fingerprints all over the ongoing £50m redevelopment of the Carrington training complex
Brailsford created United’s ‘Mission 21’ blueprint, aimed at securing a 21st Premier League title
United are also focusing on 'Mission 1', a bid to win the Women's Super League for the first time
There have been sceptics and some may view his switch as a consequence of a horrible season which saw United finished 15th, trophy-less and with their fewest points total in the Premier League era. Insiders, however, say he has now carried out what he was brought in to do, and that any improvements will be seen in the long-term.
Brailsford will remain on the board and advice, but from a football standpoint he will have more focus on Nice. The French club were placed into a ‘blind trust’ last season to enable both themselves and United to comply with UEFA’s multi-club ownership rules and compete in the Europa League. With no European football for United, that is not a problem for this campaign, in which Nice will participate in the Champions League.
Securing a similar spot in Manchester will no doubt be this season’s aim. After a turbulent first year, there will be a higher level of expectation this time around, from a tormented fanbase that continues to provide incredible backing.
Wilcox had over a year as director of football at Southampton, which was mostly spent attempting a return to the Premier League which was secured via a play-off final win. His best work has been done across Manchester. He – and millions of others – will hope that statement only stands true for so long.