Manchester United Fan Engagement Plan, 2025/26 season

During the past year, I have been privileged to experience your unique dedication. Whether seeing tens of thousands of fans show their support in the US, Scandinavia or east Asia, attending the heartfelt Munich remembrance services, or being part of the Old Trafford roar against Lyon, your support is truly special.

Last season you showed great resilience and spirit, which Ruben, Marc and the players appreciated enormously, and I know this season you will again be right behind our men’s and women’s teams. We hope to make you feel valued by working with the FAB, Fans’ Forum, MUST and official supporters’ clubs to ensure your views are heard, and that we improve your experience and reward your incredible loyalty.

Omar Berrada, CEO

Ruben Amorim

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BRUNO FERNANDES “I can assure you all that we are going to give everything to make this season a success. The culture of this club is winning and together we will bring back that mentality. We know that you’ll be with us every step of the way, at Old Trafford, at each away game and in your homes around the world. Myself and the whole squad are so grateful for all the support you give to us.”

MAYA LE TISSIER “We were proud of our achievements last season and know that we couldn’t have done it without your support – whether week in, week out at Leigh Sports Village or getting us over the line in the derby at Old Trafford. We are hungry for more this season and know we can count on your commitment to help us deliver more wins and trophies together.”

United with you on and off the pitch; we want you to feel connected to your team, club and community, no matter where you are in the world. We’ll listen to you, improve your experience and reward your loyalty.

In 2024/25 we worked with you to bring fans around the world closer to the club – whether growing engagement with our official supporters’ clubs, enhancing the matchday experience at Old Trafford or LSV, or listening to record numbers of fans’ views on the future of our home.

Watch this recap of our fan activity in 2024/25 to give you a flavour of our plans for the coming season…

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• We will work to create a better Old Trafford & Leigh Sports Village matchday experience.

• We will continue to involve fans in the Old Trafford Regeneration process.

• We will continue to work closely with recognised fan groups on issues which impact supporters.

• We will create unforgettable experiences for our fans.

• We will work with partners to offer more opportunities for fans.

• We will give fans the chance to appear in our content.

• We will work to grow the size of the fanbase for our women’s team.

• We will grow the number of official supporters’ clubs.

• We will work with supporter groups to ensure all fans feel welcome and valued as part of our ED&I (equality, diversity and inclusion) commitments.

• We will work with fans to ensure our heritage is respected and always part of future planning.

• We will commemorate and honour heritage moments that matter to our fans.

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More than 50,000 fans had their say in the future of our home.

In autumn 2024, we embarked on a major wave of research to understand fan views on the future of Old Trafford and the wider regeneration project.

The number of fans who participated in the survey was the highest engagement rate of any fan research conducted by the club. Results confirmed that 90% of fans are excited about the project, with 52% favouring a new build.

Insights also revealed topics important to fans, including heritage, atmosphere, accessibility, the women’s team and fan experience.

To delve further into these themes, reps from FAB, Fans’ Forum, supporters’ clubs and other fan groups participated in focus groups with the club and Foster + Partners.

We concluded the first wave of fan consultation with two town-hall events at Old Trafford. This was a brilliant opportunity for 500 fans to hear directly from Collette Roche, Chief Operating Officer; Rick McGagh, Director of Fan Engagement; and Patrick Campbell, Senior Partner at Foster + Partners. Fans could also add their ideas to interactive boards and explore different models showing the art of the possible for new build and redevelopment options. Fan consultation complemented similar engagement with the local community.

Since the initial phase of fan research, we announced our ambition to build a new stadium. The early concepts and designs are informed by the perspectives shared by fans.

To deliver our vision to create the best stadium experience in the world, fans must continue to be at the heart of planning and we will continue to engage and listen at every step of the process.

Supporters are at the core of our women’s team journey, and this season has seen record engagement.

Across 2024/25, we introduced initiatives to elevate fan experiences, inspire youth and reward loyalty, establish two-way dialogue between club and fans, and supplement our growing fan culture, including: • Free pre-match football skills sessions facilitated by Manchester United Foundation.

• Half-time penalty shootouts against Fred the Red. • Post-match player meet & greets in the Hub Youth zone.

• 1:1 club and supporter forum sessions.

• Player and fan Q&As and workshops.

• Club and supporter communication pathways via post-match surveys and polls.

• Fan-focused supporter campaigns (Coat

Appeal, Green Football Weekend).

• Community and grassroot group outreach and cross-supporters’ club socials.

• 1160+ junior fans engaged in matchday activations; • Fan interviews with Maya Le Tissier, Melvine Malard, Gabby George and Phallon Tullis-Joyce.

• New attendance record at Leigh Sports Village with over 8,000 fans cheering from the stands.

• Our official women’s supporters’ club surpassed 1,000 members.

• Our fans filled nine supporter coaches travelling from Old Trafford to Wembley Stadium for the Adobe Women’s FA Cup final.

• We committed to listening to our supporters with post-match surveys and achieved an 86% fan satisfaction score (Leigh Sports Village).

• Football skills workshop rewarding junior season ticket holders with 10 women’s team players.

Thousands of Reds as United go to Bilbao.

The 10,000 United fans who travelled to the UEFA Europa League final basked in the Basque sunshine at our fan zone and were treated to entertainment from Manchester and United royalty.

Watch the video to see more.

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Connecting With Reds on Tour Last summer, we travelled coast to coast across the United States, engaging with local and travelling fans as part of the pre-season Tour: three US cities, four fan events, 10,000+ supporters engaged.

Making Memories on Matchday • • • • • •

Open training for over 1000 fans Hundreds of tickets for local community groups and charity partners Player mascots, coin-toss opportunities and pitchside photos FA Cup photo moments Legend appearances Competitions, giveaways and lots of bucket hats!

Warm-Ups on Tour A family of 330+ official supporters’ clubs around the world follow Manchester United. Our Warm-Up events, featuring club legends Wes Brown, Denis Irwin, Andrew Cole and Bryan Robson, arrived stateside to the home of the LA Red Army and the Red Devils of San Diego, as well as South Carolina.

Community Legacy Wherever we go, we aim to leave a long-lasting positive impact.

Over the summer, we connected with local communities for young people in socially deprived areas of Los Angeles.

Wes Brown took the reins and rode with the Compton Cowboys, empowering and educating 60 kids from underprivileged backgrounds to ride, look after and maintain horses.

In addition, we attended two soccer tournaments facilitated by Street Soccer USA in Watts (LA) and Escondido (San Diego), engaging with over 120 children across both tournaments, including a team made up of local refugees.

Collaborating Across Sport The club teamed up with Angel City FC and hosted a coaching clinic for 60 young girls to promote the opportunities for females in football coaching roles and share knowledge about the importance of mental fitness in sport. Watch the video below.

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How we work with officially recognised fan groups We want to work in partnership with you – this means providing lots of different ways for fans to engage with us and influence decision making.

MUST The independent Manchester United Supporters’ Trust represents fans and works closely with us on multiple topics, including governance, ticketing policies, sanctions and other matchgoing fan issues. MUST is represented on FAB and the Fans’ Forum.

Fans’ Advisory Board Meeting four times per year, FAB facilitates in-depth consultation between the club and fans on strategic matters to increase fan input into decision-making processes and ensure that the fans’ perspective is heard at the highest levels. Issues include governance, stadium development projects and ticket pricing. FAB will also be consulted around any proposed changes to heritage assets (club crest and home shirt colours).

To read an assessment of how FAB worked together in 2024/25, written by Chris Saad (Fan Co-Chair) and Collette Roche (NBLO), click here. .

Fans’ Forum A key representative body consisting of fans from different constituencies of the fanbase and senior members of the club.

It provides an open forum to develop a better understanding of operational issues affecting supporters, and to maintain a constructive dialogue between the club and fans. The forum meets four times a season.

Fan Groups We work with several officially recognised fan groups on specific topics. Includes collaboration with The Red Army and Stretford End Flags on enhancing the atmosphere and the Munich Memorial Foundation on Munich anniversary remembrance.

Official Supporters’ Clubs We engage with a global community of 330+ official MUSCs through access to exclusive events, behind the scenes opportunities and 1,000 home match tickets. The family now includes eight non-geographical supporters’ clubs which we work with to ensure the club fulfils its ED&I commitments.

Fans’ Forum

MANCHESTER MUNICH MEMORIAL FOUNDATION

Continued collaboration with recognised fan groups on important issues such as ticket prices and fan experience.

More supporters’ club activity including Warm-Up events, anniversary celebrations, visiting clubs across the world and fundraising for the Foundation, not to mention welcoming new clubs into the family!

Celebrating moments that matter such as the 68th anniversary of the Munich Air Disaster, #AllRedAllEqual moments and running our regular reminiscing sessions.

Further evolution to the matchday experience, building on successes last season like the post-match meet & greet at Leigh Sports Village or TIFOs and a new multi-faith room at Old Trafford.

More fan-related content bringing players, fans and club closer together.

TOBY CRAIG

Chief Communications Officer, NBLO​

R I C K M CG AG H

Director of Fan Engagement

SAM KELLEHER

Director of Supporter Services

JOHN SHIELS

Manchester United Foundation, Chief Executive Officer

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