Manchester United have built a new lounge for Erik ten Hag and his players to use before matches at Old Trafford.
The hospitality area in the Sir Bobby Charlton stand used to be designated for fans paying premium prices and corporate attendees, and was a major source of commercial revenue, measuring into the millions of pounds.
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But Ten Hag has pressed for a specific place where he can prepare his players in a controlled environment and executives have made the switch.
United provided a temporary solution last season, after Ten Hag made clear he did not want to stay with his squad in a Manchester hotel the night before games. He felt the traffic getting to the stadium, security concerns, and the food on offer were variables that might impact performance. United handed over one of their lounges in response.
United then spent the next 12 months figuring out how they could revamp the stadium to facilitate Ten Hag and make up for lost income elsewhere. During the summer work has been completed, at significant expense, on a tailored space where Ten Hag has a say on nutrition, players are able to relax, and United’s manager can better deliver his match instructions.
Ten Hag instructs his players to arrive at Old Trafford three-and-half hours before kick-off, so they can all go through the pre-game routines together and create a bond before playing. He feels any time spent at a location away from Old Trafford, such as the Lowry where United have been based in previous seasons, can be a waste.
The Athletic has previously reported how Ten Hag’s Old Trafford approach led to United matching a club record last season for home wins in a campaign at 27.
Jose Mourinho, Louis van Gaal, and Ole Gunnar Solskjaer all pushed for similar changes but Ten Hag is the manager to finally get his way.
What does this say about Ten Hag’s influence at United?
Ten Hag is excited at the prospect of starting his Premier League campaign with a new space to plan for matches. His approach last season brought huge dividends at home, with United finishing the campaign on a run of 29 games unbeaten at Old Trafford.
His influence at the club is clear. Van Gaal, Mourinho, and Solskjaer all wanted a space of their own at Old Trafford, but Ten Hag has been given the faith by United executives.
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Football director John Murtough has backed Ten Hag here, with support from chief operating officer Collette Roche, whose responsibility covers the running of Old Trafford.
Roche has had to work out how to replace the millions in lost revenue from handing over the lounge to the football side, with off-site alternatives being part of the package for fans.
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(Photo: David Fitzgerald/Sportsfile via Getty Images)
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