Manchester United Appoints Mindflick as Official Performance Mindset Partner

Manchester United has entered into a new multi-year agreement with behavioural science company Mindflick, a significant investment in the club’s organisational performance infrastructure.

This partnership will see Mindflick’s proprietary performance psychometric platform deployed across the entire organisation, extending beyond the men’s and women’s first teams to include academy players, coaching staff, senior leadership, and the corporate workforce.

The initiative is designed to foster a consistent, high-performance culture by utilising behavioural science, psychometric assessments, and digital tools to enhance leadership, resilience, and decision-making capabilities.

By integrating this platform, the club aims to provide greater self-awareness and strengthen collaboration across all departments. The club’s decision highlights an acknowledgment that sustained success at the highest level requires a shared framework for communication and adaptability under extreme pressure.

Commenting on the agreement, people director at Manchester United, Kirstin Furber, said: “At an elite club, performance is shaped by far more than talent alone.”

“It depends on how people think, respond under pressure, communicate and stay aligned when expectations are at their highest.”

“This collaboration is about building those qualities more deliberately across our people, from players and coaches to the wider staff and leadership around them.

“It demonstrates clear investment into our people, reinforcing our commitment to developing talent and fostering a strong, inclusive culture at the club,” Furber said.

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