- American Phil Lynch handed in his resignation at Old Trafford last month.
- Gary Neville spoke about how Manchester United works with players on social media
- Erik ten Hag is DECEIVED. I don’t think anyone can imagine he’ll be around at the end of the season. everything is beginning podcast
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Phil Lynch, the Manchester United media boss criticized by Gary Neville, joins the American revolution at Chelsea.
The former United defender accused the Old Trafford executive of “creating robots off the pitch” after a video emerged in 2021 in which he explained how the club works with players on social media.
Mail Sport understands that American Lynch, who handed in his dismissal at Old Trafford last month, will take on the role of global director of digital at BlueCo, the US consortium that acquired Chelsea in 2022 and which also owns French team Strasbourg. It is believed that he will focus primarily on Stamford Bridge and become the first executive to move between clubs since chief executive Peter Kenyon made the switch in 2003.
Lynch’s departure is not understood to be linked to the arrival of Sir Jim Ratcliffe and INEOS at United, after they took a 25 per cent stake in the Premier League giants and vowed to make on-field performance a priority.
However, his departure will give Ratcliffe and the new arrivals the option to restructure a key element of United’s operation, if they so choose.
Manchester United’s executive director of media, Phil Lynch, spoke about the methods the club uses with players on social media.
Gary Neville was not impressed by what he heard and told Lynch to “get the hell out of here.”
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In his time as executive director of media, Lynch was responsible for all United production, including MUTV, the club’s television channel, its app and social media channels. After overseeing substantial growth following his arrival in 2017, he took on a new role as CEO of Digital Products and Experiences, with a focus on NFTs, cryptocurrencies and emerging digital engagement tools.
He becomes the latest American to join co-owners Todd Boehly and Behdad Eghbali at Stamford Bridge. The duo has also brought in the likes of chief executive Chris Jurasek and Tottenham’s commercial boss Todd Kline.
In the public storm of 2021, Lynch, a former Sony executive, explained how United attempted to influence fans’ opinion of their players.
“We do, twice a day, fan sentiment charts for each of our players,” he explained. “We have certain thresholds that alert us when we see fan sentiment going in one direction, whether it’s a personal issue or a performance issue on the field, and when that happens, we start working with the player and their team individually to “try to counteract that narrative a little bit.”
That led former captain Neville to comment: ‘Creating robots on and off the pitch! Stay away from them. It’s a football club. ‘He makes controlling bigots look like he’s trying to win a general election!’
It will be interesting to see how long it takes before Lynch arrives in west London. She still works at United and is serving a period of gardening leave.
As reported, United are currently in a stand-off with Newcastle over the situation with future sporting director Dan Ashworth, who wants to move from the north-east to Old Trafford.
Omar Berrada, who joins United from City, is expected to arrive in the summer following “adult talks” between the two rivals.
