Manchester United Publishes Three Core Values on Club Website

Overview

• The club’s official site now lists three named values — “Badge,” “Bravery,” and “Spirit” — with quoted guidance such as “Badge – Earn the badge, every day” and statements on respect for history, taking calculated risks, and showing strength of character.
• Multiple outlets report that the values rollout is part of a broader rebrand credited to Sir Jim Ratcliffe and INEOS, but that attribution comes from press reporting rather than a separate ownership statement from the club.
• This public messaging follows INEOS’s takeover of football operations in 2024 and comes at a time of on-field momentum after Michael Carrick’s permanent appointment and United’s return to the Champions League.
• The update arrives as United prepare for pre-season and an active transfer window, with media reporting linked moves such as Atalanta’s Ederson and a planned set of international friendlies ahead of the new campaign.
• Making values visible can change daily routines and expectations at Old Trafford and Carrington by shaping selection, coaching and recruitment choices; the key next signs to watch are how the club enforces the principles in recruitment, contracts and internal communications.