Manchester United chief executive Richard Arnold has told supporters' they should have belief in the club's ability to produce a "world-class football environment".
Arnold sounded an optimistic note in his comments alongside United's latest financial results, which showed revenues were up 7.3% on the previous year.
In large part that is down to the return of fans to Old Trafford and Arnold insists those fans will be made part of the decision making progress going forward.
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Arnold has been in his position for a month since succeeding executive vice-chairman Ed Woodward and his first comments alongside an earnings press release he has stressed the desire to achieve success on and off the pitch. United are in a battle to secure fourth place this season but the new chief executive is adamant that he is producing a "strategy to win" in the long-term.
"Everyone associated with Manchester United should have belief in the opportunities that lie ahead of us, both on the pitch and in the way we engage and serve our fans," said Arnold.
"We have a clear vision and we are implementing a strategy to win with an empowered leadership team to drive that forward. We will foster a culture of excellence through a world-class football environment, while strengthening the role of fans at the heart of the club and harnessing the power of Manchester United to make a positive impact on people, the environment and society.
"All of this will be supported by a sustainable operating model that ensures the club is strong for the present and secure for the future.”
United posted a profit of £5.4million for the three months ending December 31, but that period included £10million in pay-offs primarily to Ole Gunnar Solskjaer after he was sacked in November.
United's net debt now stands at £494.8million, a rise of almost £40million compared to a year ago.
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