Stoney said her staff created an environment in which the players felt challenged and were “expected to win on day one” because it was all about “preparing them for WSL football” – something they would experience in just their second season.
Despite losing their first two WSL games 1-0 – against local rivals Manchester City and defending champions Arsenal – they went on to beat Liverpool 2-0 in their next game, won 3-0 at fellow promoted side Spurs and, in a standout performance, recorded an 11-1 win over Leicester City in the cup.
But it was off the pitch that United’s impact was arguably bigger.
Despite the women’s team having only existed for 12 months, the club’s global fan base helped draw a crowd of 31,000 when they faced Manchester City at Etihad Stadium on the first day of the season and they attracted the fourth highest average attendance in the league at their Leigh Sports Village ground.
Their ‘Barmy Army’ supporters’ group has brought “a bit of rivalry and atmosphere” from the men’s game, according to Stoney, and it is perhaps no coincidence that the WSL’s first season with a title sponsor and an overseas broadcast rights deal was in United’s first campaign.
Manchester United’s history, brand and reach was also “a selling point in terms of recruitment” when the team was set up, says Stoney.
“Even when you look back to when we first announced the team and the launch, Manchester United just did things differently. It was bigger and better than anything I’d ever seen in women’s football,” she said.
“If a player wants to, you can grow your profile here. We also say we can protect you from that if you don’t want to have it. Some players just want to focus on the football. Some players want to have the football, the profile and the brand now. It’s a different world from when I was playing.”