Dan Ashworth, a 53-year-old former sporting director of Manchester United, has embarked on a new journey with Warwickshire County Cricket Club. Ashworth, who previously worked with the England and Wales Cricket Board (ECB) in 2022, started advising Warwickshire on their performance strategy following his departure from Manchester United in December. His move comes as Manchester United faces significant financial challenges and workforce reductions in an effort to return to profitability.
In 2021, Ashworth took on a voluntary, unpaid role at Manchester United. His tenure was marked by a period of turbulence for the club, which announced plans to make up to 200 jobs redundant. These cuts follow a previous reduction of approximately 250 staff members the year before. The club's financial woes have been starkly highlighted by a loss of £27.7 million in their second-quarter results, contributing to cumulative losses exceeding £300 million over the past three years.
Despite Ashworth's efforts, Manchester United faced disappointing outcomes on the field, losing in the T20 Blast quarter-finals for the fifth consecutive year and falling in the semi-finals of the One Day Cup. These results have compounded the pressure on the club's management as they strive to improve both financial and sporting performance.
Meanwhile, Ashworth's new role at Warwickshire County Cricket Club offers fresh challenges. The club is hoping to benefit from his extensive experience in sports administration and strategy development. Last season, Warwickshire finished seventh out of ten in the County Championship, managing only one victory in 14 games. Ashworth's insights could prove pivotal as they seek to enhance their competitive edge.
Warwickshire is optimistic about Ashworth's contributions to their strategic planning and performance enhancement initiatives. His expertise in aligning performance strategies with broader organizational goals is expected to be instrumental in elevating the club's standing in future competitions.
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