Manchester United are set to start their Women's Super League campaign in just a month, yet they face a major upheaval: the departure of head coach Marc Skinner on Monday morning. According to Sky Sports News, the split was the result of extensive discussions over the summer concerning the club's strategic direction. While the decision appears to have been finalised recently, the underlying issues have been evident for some time.
Since INEOS and Sir Jim Ratcliffe took control of United in December 2023, the allocation of resources to the women's side has been a point of contention. Ratcliffe made his stance clear in a June 2024 interview with Bloomberg, stating, "We haven't gone into that level of detail with the women's football team yet.
We've been pretty much focused on how do we resolve the first-team issues, in that environment, and that's been pretty full time for the first six months." Those remarks sparked criticism and, over the subsequent two years, have reinforced the perception that the women's team is not a top priority for the owners. Even as recently as April, Skinner—who had renewed his contract for two years the previous summer—publicly called for greater financial backing if United were to challenge the league's elite. He said, "I'm absolutely passionate about what we do. But we have to make some changes in the summer.
We need to ensure we can compete in a market that is clearly driven by money. We want to do it our own way, but we must make smart assignments to keep pushing this team forward." It now appears those pleas went unanswered, contributing to the breakdown in relations between the coach and the club hierarchy.
The club's philosophy appears to be shifting. When Ratcliffe and INEOS arrived, the stated aim was to capture the WSL crown by 2028.
Today, the emphasis has moved toward developing a robust academy system and relying on home‑grown talent to vie for trophies. United's leadership believes that a deeper investment in youth will yield sustainable success, whereas splashing large sums on transfers and high‑salary stars has been deemed financially untenable. They argue that previous big‑money signings have not delivered the expected return on investment. This academy‑first approach is untested in the women's game, even though the men’s side has a long tradition of nurturing home‑grown champions.
It also demands patience, as building a competitive senior squad from academy prospects takes time—something the fast‑paced world of professional football rarely affords. Under Skinner, United achieved notable milestones: four cup finals (three FA Cups and one League Cup), the club's first major silverware in the 2023/24 season, and a historic run in Europe, reaching the Champions League quarter‑finals.
They were the only side to break the dominance of the WSL’s traditional "big three"—Arsenal, Manchester City and Chelsea—during that period. However, if the club now pivots to a longer‑term youth model, the consistency of those achievements may wane for several seasons. The shift also raises questions about the future of current star players.
England forward Ella Toone, whose contract expires at the end of the season, will have to decide whether a club focused on development aligns with her ambition to win trophies. United have a history of selling top talent, a trend that predates Ratcliffe’s ownership.
Recent departures include French forward Melvine Malard to Chelsea for roughly £750,000, Alessia Russo to Arsenal, and goalkeeper Mary Earps to Paris Saint‑Germain before she returned for United’s Champions League campaign. Now, Earps is set to face her former club, PSG, before potentially moving again to London City Lionesses, United’s opening‑day opponents on September 4. The exodus does not stop there. Long‑standing squad members Millie Turner and Leah Galton, both part of the team since its 2018 re‑formation, have also left, leaving Toone as the sole survivor of that original cohort.
In terms of incoming talent, United have been modest, signing only defender Andrea Medina and goalkeeper Janina Leitzig so far. Whether further additions will materialise remains uncertain. Financial concerns loom large.
United are wary of the escalating costs required to compete for the WSL title, a worry not shared by their rivals. Arsenal, Manchester City and Chelsea have all reinforced their squads heavily, while Tottenham and Everton have added multiple players with WSL experience. Even London City Lionesses are investing heavily in an attempt to climb the table.
United, therefore, find themselves playing catch‑up in a league where the spending gap continues to widen. Supporters have mixed feelings about Skinner’s departure. While some appreciated his communication skills, many felt his rhetoric did not always translate into on‑field results. Inconsistent performances, especially in the latter stages of matches, often saw United relinquish leads.
Nonetheless, the team’s attacking output remained respectable under his tenure, frequently ranking fourth in the league for goals scored. Defensively, United were less reliable.
Goalkeepers Mary Earps and Phallon Tullis‑Joyce earned Golden Glove accolades, but the back line fluctuated, leading to occasional embarrassments. Notable lapses included conceding a "rubbish" goal in the League Cup final against Chelsea and a late concentration drop against Bayern Munich in the Champions League, which allowed the German side to score twice from set‑pieces and overturn the tie. Skinner’s record against the league’s powerhouses underscores the challenge. He never beat Chelsea in a WSL match and managed only a single cup victory over them en route to the 2024 FA Cup triumph.
He was unbeaten against Arsenal in the 2022/23 season and had a mixed record against Manchester City, with a memorable Toone hat‑trick securing a win in January 2025. United’s opening four WSL fixtures will pit them against both Chelsea and Arsenal, providing any new manager with an immediate test that could set the tone for the season. Fans, while perhaps relieved to see Skinner go, will not welcome a further slide down the hierarchy.
The expectation remains that the iconic red shirt should be synonymous with success, even if the original Project 2028 timeline—targeting a title by 2028—has been effectively shelved. Sky Sports News reports that United are already conducting background checks on potential candidates, aiming to appoint a new head coach swiftly. The preferred profile appears to be a manager with a proven ability to develop and improve players, aligning with the club’s youth‑centric strategy.
Balancing the ambition of reaching finals and breaking into the top three with limited financial outlay will be a delicate act. In summary, Manchester United’s women’s team stands at a crossroads.
The departure of Marc Skinner signals a shift away from heavy investment toward a home‑grown model, a move that could foster long‑term stability but may also delay immediate success. The coming months will reveal whether the academy‑first philosophy can deliver the competitive edge required to challenge the league’s elite, or whether United will need to reconsider its financial commitments to remain a genuine title contender.