Manchester United found themselves firefighting on Thursday night as they released a carefully worded statement about being inclusive and welcoming to all.
There was just one glaring detail. Not once did they mention Sir Jim Ratcliffe.
The 221 word message landed at 4.11pm, little more than 24 hours after the club’s co owner sparked outrage by claiming Britain had been colonised by immigrants. While the billionaire moved to clarify his remarks, the damage had already been done.
Inside Old Trafford there was disbelief. Outside it there was fury. And in the middle of it all, United’s communications team were tasked with walking a very fine line.
Rather than address Ratcliffe directly, the club chose to shine a light on their equality drive. They spoke proudly about their All Red All Equal campaign, launched in 2016, and reeled off a list of initiatives covering racism, sexism, homophobia and mental health awareness.
They highlighted events at men’s and women’s games, support for the Premier League’s No Room for Racism message, campaigns against violence towards women and girls, and action on homophobic chanting. There was mention of a Christmas party for disabled supporters and a Chanukah celebration with the Jewish Supporters Club.
The message ended with a pledge to represent their people, their city and their fans with pride.
What it did not contain was any acknowledgement of the man who now effectively runs the football operation.
Sources say players were left dumbfounded by Ratcliffe’s comments. United’s first team squad features 17 overseas stars and the club employs staff from across the globe. One insider described WhatsApp groups buzzing with disbelief, with some employees said to be mortified and others furious. Publicly, though, nobody was prepared to stick their head above the parapet.
There is also a concern that the real impact may not surface until contract talks begin. Agents talk. Dressing rooms remember.
Interim boss Michael Carrick was expected to address the issue with his players, making clear that the views expressed do not represent the feeling inside the club.
Behind the scenes the statement was reportedly drafted and redrafted for hours. Ratcliffe’s INEOS group now oversees football matters after acquiring a 28.94 per cent stake, while the majority owners, the Glazer family, have traditionally kept a low profile.
One source close to the Americans believes this row could strain relations between the power brokers.
With United already out of the FA Cup and battling for stability on the pitch, this was the last storm they needed. Yet instead of putting out the fire, their statement may only have raised a bigger question.
In trying not to name the problem, have United made it impossible to ignore?