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The role of a sporting director in football has undergone a significant evolution over the years, transitioning from scepticism to widespread acceptance, albeit with ongoing debates about its effectiveness.
In recent years across the football industry, the focus has shifted from questioning the necessity of sporting directors to appreciating how well they execute their responsibilities.
Premier League clubs like Brighton, Liverpool and Manchester City boast exemplary and acclaimed figures in this role. However, not all sporting directors are allowed to enjoy the same level of influence, with some relegated to more functional duties.
While the acceptance of the sporting director’s importance has grown in British football, there remains a challenge regarding their accountability and decision-making authority. Ideally, the sporting director should serve as the club’s football expert, providing informed recommendations on crucial matters such as player recruitment, academy strategy, and coaching appointments.
However, there is still a tendency for some owners to assert control over such decisions, while the cult of the all-powerful managerial figurehead — rooted in the success and legacies of Sir Alex Ferguson, Brian Clough, Bill Shankly and among others — remains influential in the English game.
MORE: Who is Sir Jim Ratcliffe? Meet Man United’s new minority owner
What does a sporting director in football do?
Rather than micromanaging the first team, the sporting director’s primary responsibility lies in overseeing the club’s footballing operations, employing experts in specialised areas, and producing a culture of collaboration and shared objectives.
The relationship between the sporting director and the manager is crucial, with trust and support pivotal. The close relationship between Pep Guardiola and Txiki Begiristain — former team-mates at Barcelona during their playing days — at Manchester City serves as an obvious example of success in this regard. When tensions arise concerning player transfers or poor results, a clear outline of roles and responsibilities eases the conflict and avoids scapegoating.
The sporting director can be held responsible for dealing with agents and unhappy owners while staying true to the club’s values and long-term interests. Communication and a clear understanding of the club’s vision are key to a functioning football club and much of this originates from the work of the sporting director in modern football.
Ultimately, the sporting director should work in tandem with the manager, providing support and resources to give the best chance of success on the field.
Why do Manchester United want Dan Ashworth?
United’s pursuit of Dan Ashworth to be their new sporting director is a clear statement of intent from incoming minority owner Sir Jim Ratcliffe.
Ashworth’s 20-year career in football operations, marked by successful stints at various clubs and the Football Association, makes him an attractive candidate.
Having gained respect within the English football landscape, Ashworth’s journey from non-League to key executive roles at West Brom, the FA and Brighton emphasises his expertise in building and managing football operations.
He oversaw two West Brom promotion as Albion established themselves as a top-flight club in the early 2000s. Ashworth’s tenure at the FA, where he spearheaded the implementation of the ‘England DNA‘ programme, highlighted his strategic approach to developing a unified playing style across all age groups.
His reputation continued to grow at Brighton, where the south-coast club’s commitment to an expansive playing model and a knack for uncovering transfer market gems underpinned their impressive strides during Graham Potter’s stint as head coach. Newly Saudi-owned Newcastle United came calling for Ashworth in February 2022 and now he is firmly on United’s radar.
🚨 Dan Ashworth has already said yes to Manchester United. He’s prepared to accept their proposal as it’s considered big opportunity & project.
Understand Man United are intentioned to negotiate and pay compensation to Newcastle; they absolutely want Ashworth now, not in 2025. pic.twitter.com/Ka2pHQzFnh
— Fabrizio Romano (@FabrizioRomano) February 15, 2024
The decision to pursue Ashworth aligns with the restructuring plans led by Ratcliffe and the INEOS team. With Omar Berrada set to take on the role of chief executive, Ashworth’s appointment would signify an effort to assemble a dynamic leadership team capable of steering the club towards sustained success.
Ashworth also already has a relationship with Sir David Brailsford, from their time at the FA, which adds further credence to his suitability for the role.
The 52-year-old’s track record in talent identification and recruitment, evidenced by successful transfers and a focus on youth development, bodes well for United’s ambitions to strengthen their squad.
🚨 Some of Dan Ashworth’s best signings at Brighton and Newcastle. #MUFC [Sky] pic.twitter.com/AywPp9i8wi
— mufcmpb (@mufcMPB) February 14, 2024
United’s reported negotiations with Newcastle United underscore the urgency and importance of securing his services ahead of the summer transfer window.
One critique raised against the appointment of Ashworth is his involvement with Newcastle’s signing of Sandro Tonali for £55 million on a five-year contract. Just a few months down the line, the Italian was banned from football for betting offences in Italy. United will certainly be hoping for no issues when it comes to due diligence.
Nonetheless, Ashworth’s arrival at Old Trafford would be another sign of United’s quiet revolution under INEOS, which it is hoped will restore the club to its former glories.
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