Man United have made key appointment as another former Man City man joins behind the scenes

Add as preferred source on Google

Man United have just made what could prove to be one of their most important signings of the summer – but it isn’t a new player.

It has been all change at Old Trafford and Carrington since Sir Jim Ratcliffe became the club’s largest individual shareholder in a £1.25bn deal earlier this year.

The Manchester-born billionaire, who made his fortune in the chemicals industry, has already made sweeping personnel and cultural changes behind the scenes.

Some of those have been far more controversial than others, such as his demand that United staff ditch their work-from-home agreements or consider alternative employment.

However, most of the appointments the 71-year-old has made have been well received.

And now, another operator with a stellar reputation will become the latest addition to United‘s supporting cast.

Toby Craig joins after Chelsea and Man City stints

As reported by BBC Sport, Toby Craig has joined United as the club’s newest communications director.

He replaces former Formula One communications guru Ellie Norman, who was in the position at United for just short of two years.

Craig’s remit is believed to be slightly different, pivoting away from marketing and brand duties towards public relations and corporate communications.

He previously worked as director of communications and public affairs at Chelsea, a role which he took after spending over eight years with Man City parent company City Football Group.

There, he worked under new United CEO Omar Berrada, who is believed to be the driving force behind Craig’s appointment.

• READ MORE: Man United have rejected record-breaking £4 billion jackpot as crucial new update confirmed

Analysis: Craig will be vital as Old Trafford revamp top of Ratcliffe agenda

It is telling that in a football world so utterly obsessed with transfers, a mooted redevelopment of Old Trafford appears to be the issue that matters most to United fans this summer.

Ratcliffe has pledged to bring the 75,000-seater stadium up to scratch after years of neglect under the Glazers.

The previous regime continuously refused to fund infrastructure projects from their own pockets, going as far as to explore options to effectively get rival clubs to pay for upgrades.

The Glazers are still major shareholders but appear to be leaving operations to Ratcliffe, who has promised big things for Old Trafford.

That could mean a major makeover of the venue that has stood on the same site since 1910. Or, the construction of a new home ground altogether.

Craig’s role will be pivotal here.

Ratcliffe has spoken about making Old Trafford the ‘Wembley of the North’ and has insisted there is a good case for public funding.

Sir Kier Starmer, who the polls suggest will be the next prime minister, and Greater Manchester mayor Andy Burnham’s presence at a recent United game alongside Ratcliffe would suggest that is not out of the realms of possibility.

Even if this avenue proves to be unworkable, the importance of Craig’s role in communicating the project to stakeholders at all levels cannot be understated.

It’s a project that will take years to complete – and Craig could be its public face.

That means presenting the project to supporters and the local community as well as political and financial stakeholders.

With United certain to be seeking external funding for the development, it is no exaggeration to say that Craig’s presentation and communication will be central to the whole project.