After assuming operational control of Manchester United following the completion of his sizeable investment, co-owner Sir Jim Ratcliffe blasted the club’s data department.
Ratcliffe has subsequently been on a mission behind the scenes at Old Trafford to ensure the club’s digital infrastructure is fit for purpose.
Read on as we look at how United are embracing modern technology to improve their chances of enjoying on-field success in the future.
Sansoni’s switch from F1 could be a game-changer
The club’s decision to appoint Michael Sansoni as director of data and artificial intelligence (AI) in April 2025 was viewed as a major coup for the club.
According to Man Utd News, Sansoni previously served as the senior performance engineer for the Mercedes Formula 1 team.
The club has invested heavily in improving their data capabilities, particularly with regards to their identification of future transfer targets.
Sansoni was recently recognised for his contribution to the sports industry by being included on the Leaders in Sport Under 40 list for 2026.
He will be keen to live up to his billing by ensuring that United’s squad is capable of mounting sustained challenges for major silverware.
Roche powers forward with stadium development plans
Collette Roche, who was United’s chief operating officer (COO) before becoming chief executive of the new stadium development in January, is highly regarded at Old Trafford.
During her tenure as COO, Roche implemented infrastructure-tracking data to monitor and analyse crowd flow, reducing bottleneck friction around the stadium.
She has relied heavily throughout her time at United, and has continued to do so after being tasked with overseeing the development of the new ground.
Roche plans to leverage extensive data gathered from a digital fan survey to influence decisions regarding stadium atmosphere, heritage, transport logistics and ticket affordability.
Supporters have previously criticised United for failing to take their views into consideration on a wide range of issues, but Roche is on a mission to change things.
Leading sports & entertainment caterer improves current stadium’s offering
United have been heavily criticised in recent years for failing to ensure that Old Trafford is still categorised as a world-class football stadium.
However, the club has taken some steps to improve the matchday experience. These include agreeing a multi-year partnership with sports and entertainment caterers Levy.
The deal includes the introduction of frictionless kiosks and self-service bars at the stadium, with the aim of improving lengthy wait times.
By combining their hospitality expertise with cutting-edge technology, Levy has also introduced a more diverse menu featuring options from local street food vendors.
Levy are now in pole position to work with the club to ensure that the catering facilities at the new stadium are best in class.
Digital content keeps United at the forefront of engagement
United still lead their Premier League rivals in terms of social media followers. Only Real Madrid and Barcelona are more popular than the Red Devils on social.
The Red Devils effectively use Twitter, Instagram, Facebook, TikTok and YouTube to engage with their army of supporters worldwide.
The club uses data to customise its social media content for specific geographic regions to connect more deeply with different groups of fans.
Mobile app innovations, virtual reality (VR) experiences and collaborations with the eSports sector are amongst a plethora of other ways United use digital technology to engage with fans.
United also offer educational programmes which use a wide range of digital tools to teach young people about health, fitness and teamwork.
