As INEOS's director of sport, Brailsford has been a key presence at Old Trafford since the company's partial takeover of United and has developed a blueprint for the club's future as they look to end a Premier League title drought that has lasted almost 12 years. James Morton, a professor of exercise metabolism at Liverpool John Moores University, has assisted Brailsford in developing what they have called 'Mission 21' as well as a 'Mission 1' to help the women's team claim their first-ever Women's Super League title.