Man Utd unveil ‘Badge, Bravery, Spirit’ as new values in Ratcliffe rebrand

Manchester United have unveiled three new core values as part of a wider rebrand overseen by Sir Jim Ratcliffe, with “Badge”, “Bravery” and “Spirit” now set to guide the club’s direction in the coming years. The principles have been published on United’s official website, according to The Sun, as the Old Trafford outfit prepare for a fresh Premier League campaign under permanent manager Michael Carrick.

The move forms part of the sweeping behind-the-scenes changes Ratcliffe and Ineos have driven since taking charge of football operations at United back in 2024. The club’s website sets out each of the three values in detail, framing them as the standards United expect from everyone connected to the institution.

What the new values mean

On the club’s site, the “Badge” value reads: “Earn the badge, every day. Respect our history and heritage. Be best in class and deliver to the standards expected of Manchester United. No one is bigger than the club.”

“Bravery” is described as: “Be bold, be brave, and take calculated risks. Do things differently and innovate. Lead by example and do what’s right for the club, even when it’s hard.” Meanwhile, “Spirit” is explained as the need to “embody the spirit of Manchester United”, showing “strength of character” and fighting back “no matter what”.

Carrick building for a big season

The rebrand arrives as United gear up to return to pre-season training following Carrick’s appointment on a permanent basis towards the end of last season. The former United midfielder took charge as interim boss and guided the club to third in the Premier League, results that persuaded the hierarchy to hand him the job long-term.

That top-three finish has secured United’s return to the Champions League next season, with expectations growing that Carrick’s side can push Arsenal and Manchester City for domestic honours as well. The summer transfer window is also shaping up to be a busy one, with Atalanta’s Ederson having agreed a move to Old Trafford for an initial fee of £35million, plus a further £3.8million in potential add-ons.

Pre-season schedule confirmed

United’s preparations for the new campaign will take them across Europe, with fixtures planned in Finland, Norway, Sweden, the Republic of Ireland and Poland. Carrick’s squad are set to face Wrexham, Rosenborg, Atletico Madrid, Paris Saint-Germain, Leeds United and AC Milan during the tour.

The build-up will culminate in United’s Premier League opener on 22 August, when they travel to the MKM Stadium to face Hull City. With the new values now embedded across the club’s public messaging, Ratcliffe and Ineos appear determined to set a clear cultural tone as United look to reassert themselves at the top of English football.