The last 11 years have been a pretty bleak period for Manchester United. Supporters seeking a return to the glory days of manager Sir Alex Ferguson have been left sorely disappointed by a succession of managers (and players). The club’s start to the 2024-2025 Premier League season has been its worst ever. And after the sacking of Erik ten Hag, all eyes are on new head coach Ruben Amorim. One key problem Amorim faces is re-building the fractured sense of identity around Manchester United since Ferguson left in 2013. Research shows that a team’s sense of identity is vital. It…
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