As Manchester United embarks on a new era under Ineos, the club’s approach to transfers has undergone a significant shift. This summer, the Premier League giants had two clear objectives: end the infamous ‘Manchester United tax,’ where the club overpays for top targets, and improve their ability to offload players no longer in the plans. Under the guidance of Sir Jim Ratcliffe and a revamped management team, the club has taken major strides in both areas.
Omar Berrada, the new Manchester United CEO, played a pivotal role in this transformation. Known for his financial acumen from his days at Manchester City, Berrada is already making his mark at Old Trafford. His most notable move this summer? Blocking a potential £75 million transfer for Everton’s Jarrad Branthwaite.
Early in the transfer window, Branthwaite was Manchester United’s top central defensive target. However, Everton rejected two bids from the Red Devils, with the last offer standing at around £50 million. The Toffees refused to budge on their £75 million valuation, prompting United to walk away from the deal—a stark contrast to previous summers when the club might have caved under similar circumstances, as seen with players like Harry Maguire and Antony.
Berrada’s approach, however, was different. Dubbed ‘the No Man’ for his firm stance on overvalued players, Berrada was insistent that United should not pay more than £60 million for Branthwaite. He drew a parallel between this situation and Manchester City’s pursuit of Josko Gvardiol, who had already proven himself on the world stage. While Gvardiol commanded a £77 million fee, Branthwaite, despite his potential, had not yet demonstrated the same level of consistency or experience.
Instead, Manchester United secured Matthijs de Ligt and Leny Yoro for a combined £90 million—two highly promising defenders who are expected to bolster Erik ten Hag’s squad. Whether Branthwaite would have been a better fit remains to be seen, but under Berrada’s watchful eye, Manchester United appears to be entering a new era of sensible spending, where value is the top priority.
Berrada’s financial sense, honed during his time at Manchester City, is already reshaping the transfer landscape at Old Trafford. By refusing to overpay, he is ensuring the club avoids costly mistakes and maximizes the value of each investment. The days of paying inflated prices may finally be behind Manchester United, marking the beginning of a more strategic and financially responsible era.Under Sir Jim Ratcliffe’s ownership and the new leadership of CEO Omar Berrada, Manchester United is making notable changes in its transfer strategy. Berrada, known for his sharp financial strategies from his time at Manchester City, is particularly focused on ending the ‘Manchester United tax,’ where the club often overpays for players.
This summer, a key example of this new approach was seen in Manchester United’s handling of the pursuit of Everton’s Jarrad Branthwaite. Despite initial interest and two bids for the defender, the club walked away when Everton’s asking price remained stubbornly high at £75 million. Berrada’s refusal to exceed £60 million for Branthwaite—who, while promising, had not yet proven himself at the top level—illustrates his commitment to avoiding overvalued deals.
Instead, Manchester United redirected their resources to secure Matthijs de Ligt and Leny Yoro for a combined £90 million. This move reflects a more strategic approach, prioritizing value and potential over inflated prices. Berrada’s insistence on sensible spending and avoiding inflated fees marks a significant shift from previous transfer strategies, potentially ushering in a new era of financial prudence and smart investment at Old Trafford.
