Securing Berrada's Transfer from City a Major Coup for Man Utd

During a previous interview with the EU Business School in 2021, Omar Berrada expressed his inclination for taking risks and embracing new challenges in his career. This mindset has led him to make a significant move from the near-guaranteed success at Manchester City to embark on an ambitious project just a short distance away at Old Trafford. As the new chief executive officer of Manchester United, Berrada faces his most substantial undertaking yet.

The announcement of Berrada's appointment sent shockwaves throughout English football, as he had been instrumental in Manchester City's success for the past 13 years, playing a crucial role behind the scenes. Without his contributions, City's triumphs in the Premier League and Champions League may not have been possible.

United's official statement emphasized their commitment to placing football and on-pitch performance at the core of their operations. Berrada's appointment is seen as the initial step towards achieving this objective, signaling the club's determination to prioritize success on the field. Berrada is set to assume his new role at United in the summer, commencing a new chapter in his career and embarking on the journey to revitalize the club's footballing prowess.

INEOS has made a strong statement of intent by successfully enticing Omar Berrada away from Manchester City. The acquisition of a 25 percent stake in Manchester United by Sir Jim Ratcliffe and his team marks the beginning of an ambitious plan for future success. This move also signifies a shift in the involvement of the much-criticized Glazer family in the club's footballing operations.

Berrada's extensive expertise across various aspects of the game will be highly valuable, particularly in addressing the toxic culture of player power that has developed at Old Trafford over the past decade. His arrival aligns with the new owners' determination to transform the Red Devils into a title-winning club once again. This signals a clear departure from accepting mediocrity, and securing Berrada's services is their initial step in bringing in a top-tier professional to lead the way.

Who is Omar Berrada?

Omar Berrada was born in Paris to Moroccan parents but received his education in the United States. He initially pursued a degree in engineering at a university in Massachusetts but decided to drop out after six months. At the age of 18, he made a bold move to Barcelona.

In Barcelona, Berrada secured a job at Tiscali, a Spanish telecommunications company. It was during this time that he met his future wife and unexpectedly found a pathway into the world of football. When Barcelona appointed Tiscali's CEO as their new chief marketing officer, Berrada was also offered a position with the club. This marked his initial collaboration with Txiki Begiristain and Ferran Soriano.

Berrada gradually climbed the ranks at Barcelona and eventually became the head of sponsorship for the club. He also developed a relationship with Pep Guardiola before departing Camp Nou in 2011. Subsequently, he accepted a role as City's head of international business development, and Begiristain and Soriano joined him at Manchester City one year later.

Berrada's journey at Manchester City continued with positions such as director of partnership sales, senior vice-president group commercial director, and eventually chief operating officer in 2016, coinciding with Guardiola's appointment as head coach. As the managing director of the entire City Football Group (CFG), which now encompasses 13 clubs, Soriano's responsibilities became demanding, leading Berrada to take on various day-to-day activities related to marketing, commercial operations, media, and even assisting Begiristain in his sporting director duties, including involvement in transfers.

According to reports, Berrada played a significant role in securing Aymeric Laporte's £57 million ($73 million) transfer to Manchester City in January 2018. His influence within the club grew rapidly, resulting in his promotion to the role of chief football operations officer, marking his first senior position within the CFG.

Thoughtful approach to transfers

During his tenure at Manchester City, Omar Berrada played a pivotal role in the club's transfer strategy, with one standout move that garnered significant attention. The capture of Erling Haaland from Borussia Dortmund for £50 million ($64 million) stands out as a remarkable achievement, as the Norwegian striker went on to rewrite record books in his debut season in England.

Berrada, alongside Txiki Begiristain, initiated discussions with the late super-agent Mino Raiola regarding a potential deal for Haaland in February 2022. By early June, they successfully secured his signature, reportedly fending off interest from Real Madrid. Haaland's arrival proved to be the missing piece in Pep Guardiola's puzzle, as he guided Manchester City to their elusive European silverware last season. Berrada's understanding of Haaland's motivations played a crucial role in tapping into what drove the young striker.

Berrada shed light on their approach in the negotiation process for Haaland during a Sky documentary titled Deadline Day: Football's Transfer Window. He emphasized the importance of understanding the player's desires and motivations, focusing on the football project that City presented to him. Haaland's own strong character ultimately influenced his decision, and the fact that his father had played for Manchester City created an affinity.

The transfer market has evolved into a competitive arena, and Berrada highlighted the immense pressure involved in dealing with such negotiations. Beyond the financial aspects, he emphasized the significance of recognizing the individual dreams, fears, and influences within a player's entourage. Understanding these factors enables a better negotiation strategy.

Berrada's thoughtful and strategic approach to player signings is precisely what has been lacking at Manchester United in the post-Sir Alex Ferguson era. Despite significant financial investments by the Glazer family, the club has struggled with recruitment due to inadequate planning and questionable scouting. Berrada possesses the qualities necessary to reverse this trend and establish a more successful and systematic approach to player acquisitions at United.

Breaking the cycle

According to The Athletic, Omar Berrada was responsible for finalizing contract terms for new players at Manchester City. This role required him to have a keen awareness of the salary scales within the squad, ensuring that the club never overpaid for their top targets. The implementation of a clear wage structure helped maintain harmony in the dressing room.

In contrast, Manchester United has been known for handing out significant financial packages to new signings, even before they have proven themselves at the club. Players like Harry Maguire, Jadon Sancho, and Antony have signed lucrative deals without having fully established themselves at Old Trafford. Additionally, high-profile signings like Casemiro and Raphael Varane have not lived up to expectations, resulting in substantial ongoing financial commitments to players who have fallen out of favor, experienced injuries, or faced disciplinary issues.

This unstable financial model has led to player unrest under current manager Erik ten Hag, as it has with his predecessors. Some players have developed a mindset that they are bigger than the club, lacking the passion and insatiable hunger to win that was instilled by Sir Alex Ferguson during his 27-year reign. Too often, individual interests have taken precedence over the collective goals of the team.

In contrast, Manchester City has shown a willingness to let their neighbors, Manchester United, come out on top in the pursuit of certain players, including Fred, Maguire, and Cristiano Ronaldo. Berrada emphasized City's approach to transfers in an interview with The Athletic in 2020, stating that they carefully evaluate a player's quality, age, experience, and what they can bring to the team before determining the correct valuation.

With the arrival of a new CEO at Manchester United and the pending ratification of INEOS' investment in the club, there are indications that the club's transfer policy will undergo an overhaul. The days of reckless spending are expected to come to an end as the new leadership aims to establish a more sustainable approach to player acquisitions.

Ratcliffe isn't wasting any time

In November, Richard Arnold announced his resignation as Manchester United's chief executive, leading to a shake-up in the club's boardroom. Patrick Stewart, the head of legal, assumed an interim role following Arnold's departure. Arnold, who previously served as head of commercial under former executive vice-chairman Ed Woodward, was seen by some as an odd fit for the role due to his lack of football experience. Consequently, he focused primarily on the club's economic aspects rather than having a direct influence on improving the team. Sporting matters were entrusted to John Murtough.

However, with the appointment of Omar Berrada, the expectations are different. Berrada will be responsible for making signings, appointing managers, and reshaping the entire football department at Old Trafford. Unlike Arnold, Berrada brings a wealth of football expertise and experience to the role, which is expected to have a significant impact on the club's operations.

INEOS senior team members, including Jim Ratcliffe, Sir Dave Brailsford, and Jean Claude-Blanc, have identified areas where Manchester United have been falling short and believe that Berrada is the right person to bring about significant change. Ratcliffe, in particular, reportedly led the talks with Berrada from the beginning, demonstrating a methodical and efficient approach to staff appointments and overall decision-making.

Joel and Avram Glazer, the owners of Manchester United, approved the appointment of Berrada, indicating their confidence in his ability to drive the necessary transformations at the club. The days of prolonged hiring processes and protracted transfer negotiations seem to be coming to an end, with Ratcliffe's influence facilitating a more streamlined and efficient approach within the club.

Pressure higher at Old Trafford

It is true that Omar Berrada took his time to carefully consider the offer from Manchester United before deciding to join them. According to the BBC, he "agonised over the decision" due to the current disparity between the two clubs. However, he ultimately made the choice to step out of his comfort zone and embrace the new challenge.

Despite Berrada's impressive credentials, there is no guarantee of immediate success at Manchester United. The club is undergoing a comprehensive overhaul, and the pressure for immediate results will be intense.

Manchester United is a club that attracts significant media scrutiny, rivaling perhaps only Real Madrid in terms of attention. Berrada will have to become accustomed to being under the spotlight. Shortly after his appointment was confirmed, old tweets supposedly from Berrada's account resurfaced on social media, appearing to mock Manchester United. These tweets, which include comments about hoping for a Manchester United loss and acknowledging Bayern Munich's performance in the 1999 UEFA Champions League final, have caused some controversy.

While it is unlikely that Berrada will be fazed by the scrutiny, he will undoubtedly face intense judgment from the moment he steps into his role at Old Trafford. Manchester United is currently facing challenges, and Berrada, despite his experience with the successful Manchester City machine, will be expected to provide immediate solutions.

Have City been weakened?

You're right that it is uncommon for top English clubs to hire executives from their rivals, and one notable example in the past involved Peter Kenyon, who served as Manchester United's chief executive before joining Chelsea. Under Kenyon's tenure, Chelsea emerged as a dominant force in the Premier League after Roman Abramovich's takeover.

Manchester United will hope that Omar Berrada can have a similar impact on their club. However, Berrada's departure from Manchester City is not seen as a fatal blow to the reigning English and European champions. In fact, City believes that United's move for one of their highly regarded executives only solidifies their status as the best-run club in Europe.

It is unlikely that City's current CEO, Ferran Soriano, will step down in the near future, which partly influenced Berrada's decision to accept United's offer. City's current chief operating officer, Roel de Vries, is reportedly being considered as Soriano's long-term successor. While City is sad to see Berrada go, they have confidence that their football department will adapt and continue to set high standards in the game.

Manchester United is aware of the financial fair play charges that City is facing, with allegations of false accounting and inflated commercial deals between 2009 and 2018. City has denied any wrongdoing, and Berrada has not been personally implicated. Although there is a potential risk of sanctions for City when they eventually go to trial, United believes that the potential rewards of Berrada's arrival outweigh any potential personal implications.

According to The Telegraph, Manchester United was also attracted to Berrada due to his track record in developing and selling top academy graduates at City. Players like Cole Palmer, James Trafford, and Romeo Lavia have been able to generate significant transfer fees for City in recent years. Berrada is also known to have a ruthless approach, with a philosophy of moving on underperforming players within one to two years. The new board at Old Trafford will ensure that no one overstays their welcome.

There is undoubtedly a long journey ahead for Manchester United before they can reclaim their status as an elite club. However, United believes that Berrada has the potential to expedite that process and help them regain their standing in the football world.