'Badge, bravery, spirit' - Omar Berrada issues three core values at Man Utd and uses Roy Keane and Eric Cantona as inspiration

According to The Athletic, Berrada addressed club staff to mark the start of the season and issued three core values to underpin their work: "Badge, bravery, and spirit." He reportedly said that bravery came down to staying resilient in hard times, that nobody is bigger than the badge, and club legends Cantona and Keane were used as examples of players with uncompromising, combustible spirit.

All three of these core values may be tested this season as Ruben Amorim's team tries to bounce back from a difficult 2024/25 campaign where they finished the season trophyless and 15th in the Premier League. They have spent more than £200 million ($271.6m) on players this summer, so expectations will be high to have a successful season in 2025/26.

In Berrada's talk to United staff on Monday, he also reportedly urged them to show the same spirit that Sir Matt Busby and Jimmy Murphy had when rebuilding the Red Devils in the wake of the Munich air disaster. A 'rousing' video capturing the club's heritage also accompanied his speech.

United, whose staff were given metal water bottles with 'Badge, Bravery, Spirit' on them, begin their Premier League campaign on Sunday at home to old adversary Arsenal. They then travel to Fulham the following weekend.