Ruben Amorim Shuts Down United’s £10m Amazon Documentary Talks | OneFootball

Manchester United’s Rejection of Amazon Deal Signals Amorim’s Growing Influence

Manchester United have swerved what could have been a record-breaking commercial windfall by withdrawing from a behind-the-scenes Amazon Prime documentary, and in doing so, they have placed football before finance. The decision, confirmed after internal deliberations and detailed by David Ornstein in The Athletic, highlights the increasing power head coach Ruben Amorim wields at Old Trafford.

Ruben Amorim Prioritises Focus and Control

It is no small thing to reject an offer north of £10 million. That’s what Amazon were prepared to pay United for an access-all-areas “All or Nothing” series, which would have eclipsed the sums previously paid to Arsenal, Manchester City and Tottenham Hotspur.

Yet Amorim, installed to rebuild a club adrift, did not blink. The Portuguese coach made his stance clear. As Ornstein revealed: “Head coach Ruben Amorim made clear he was not comfortable with the potential intrusion on the first team.” The board took that guidance seriously. A proposal was put to Amorim after the 2024–25 season. His response led to a “unified recommendation at its Executive Committee to drop the idea.”

This is significant. At a club where commercial priorities have often clashed with footballing needs, the coach’s word has now overridden the lure of lucrative content deals. Amorim, brought in to impose tactical clarity and discipline, is being backed. He is not simply a coach at Carrington. He is a decision-maker.

Financial Woes Underscore Missed Opportunity

From a business point of view, United are in trouble. Debt remains above £700 million. European football has disappeared for at least a season. Redundancies — “including up to 450” — have been implemented to keep things afloat. As Sir Jim Ratcliffe bluntly admitted in March, United “were in danger of running out of cash and going bust by Christmas” without severe cost-cutting.

That backdrop makes the decision to walk away from Amazon’s offer even more remarkable. This was not just another sponsorship. It was potentially the largest single payment Amazon would have made for a club series. Amorim’s opposition, however, overrode the desperate financial context. As Ornstein reported, even chief executive Omar Berrada and INEOS were supportive of the project, yet still it fell.

United’s off-field income has also stalled. Tezos are gone. Marriott have not renewed. A new training kit sponsor has yet to be announced. Apollo Tyres have extended, yes, and more may follow, but the margins are shrinking. Against this backdrop, every million counts.

Fractured Dressing Room and Rebuild Underway

Amorim is not operating in a serene environment. United finished 15th last season and collapsed in the Europa League final, losing to Spurs. The dressing room is fractured. “Rashford, Garnacho, Sancho and Antony are still Manchester United players,” but each has been linked with exits. Amorim, in particular, has clashed with Garnacho and Rashford.

Ornstein’s article paints a striking picture: “He informed Garnacho in front of his team-mates that he should continue his career elsewhere.” Amorim also “damaged a tactical analysis screen in frustration following a home defeat against Brighton.” This is not a man placating egos. It is a manager trying to assert structure and accountability.

In such a climate, inviting Amazon’s cameras into the inner sanctum would have added volatility. The squad lacks cohesion. Amorim has barely begun to shape it in his image. He was right to call time on the idea before it disrupted the work that needs to be done on the pitch.

Club Vision Starting to Reflect Manager’s Voice

That Amorim’s voice was decisive marks a notable shift. This is a club that, for years, prioritised branding and visibility. Now, for once, football has taken priority. The Amazon series could have been glossy, high-revenue, emotionally stirring television. Instead, United have chosen the quiet grind.

Ornstein confirms: “Players suited to Amorim’s preferred style are being recruited and his judgment has now been supported by United’s decision makers.” That recruitment project is in its early stages, but this episode shows Amorim is being trusted to set the tone.

There was also another project on the table — a proposed documentary with Disney, focused on the Sir Alex Ferguson era. It would have drawn on archive footage, ambassador interviews, and nostalgia. But that too, as Ornstein notes, is “on the back burner” after Ferguson’s costly ambassadorial deal was ended. United, it seems, are being forced to live in the present, not the past.

Our View – EPL Index Analysis

This development will divide supporters. Some will back Amorim, praising his refusal to let United become a circus for streaming platforms. After all, the Amazon series may have turned into a soap opera, and not the kind of PR the club needs while rebuilding. Others, though, will see it as a missed lifeline.

Financially, United are in disarray. Rejecting over £10 million in guaranteed revenue during a time of no Champions League football, with commercial partners walking away, feels reckless. For fans, who’ve watched prices go up while trophies go down, this sort of decision needs results on the pitch to justify it.

Amorim clearly has backbone, but will his methods bring stability or just more upheaval? Telling Garnacho to find a new club in front of teammates is bold, but risky. If he does not deliver early next season, supporters could quickly turn. Still, some might find reassurance in the idea that someone at Manchester United is finally prioritising football over fluff.

Let’s just hope it works.