Manchester United has signed a multi-year agreement with behavioural science company Mindflick, strengthening its investment in organisational performance and high-performance culture.
The partnership will see Mindflick’s proprietary psychometric platform implemented across the entire club structure, extending beyond the men’s and women’s first teams to include academy players, coaching staff, senior leadership and corporate employees.
Through behavioural science, psychometric assessments and digital tools, the initiative aims to enhance leadership capabilities, resilience, communication and decision-making processes throughout the organisation.
By adopting a unified performance framework, Manchester United seeks to improve self-awareness, foster stronger collaboration between departments and ensure greater adaptability in high-pressure environments.
“At an elite club, performance is shaped by far more than talent alone,” said Kirstin Furber, Manchester United’s People Director.
“It depends on how people think, respond under pressure, communicate and stay aligned when expectations are at their highest.”
She added: “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.”
The agreement reflects a growing trend among leading sports organisations to integrate behavioural science and data-driven performance tools as part of their long-term competitive strategy, both on and off the field.