If you're sipping matcha in Kensington or catching a weeknight performance at The Lowry, you might cross paths with Sara Rose. With piercing blue eyes and a quiet confidence, she effortlessly moves between London's avenues and Manchester's creative hubs. And, as the Director of Brand & Creative at Manchester United, she's a woman who bridges worlds.
We meet Rose inside an executive box at Old Trafford, the iconic "Theatre of Dreams." She welcomes us with a warm smile and suggests we step outside for a breathtaking view of the stadium. The cold air bites, but it's heart warming to see fans on tour of the stadium below.
From the stadium's edge, the legendary pitch stretches below—a perfect emerald stage. The saga? History, triumph, & heartbreak.
Overlooking the heart of Manchester United, our conversation begins.
“I think creativity has to be authentic,” says Sara Rose. “It’s about more than just what looks good; it has to connect emotionally.”
As the club’s Director of Brand & Creative, Rose anchors her approach in respect for its legacy and loyal fans. “You have to respect that loyalty,” she says, “which means keeping fans at the front of every creative decision.”
Over the past decade, Manchester United has faced canyon-wide transitions—from the post-Sir Alex Ferguson managerial shifts to redefining its commercial and financial strategy. Adapting its roster, forging global partnerships, and expanding its reach, the club now connects with nearly 1.1 billion fans and followers.
On November 11th, 2024, the club appointed Rúben Amorim, (parabéns, pá!) formerly of Sporting Clube de Portugal, as their new head coach, securing his services for £9.2 million. In the fiscal year ending June 2024, the club reported record revenues of £661.8 million.
Eighteen months ago, the club reached another pivotal moment, introducing fresh creative leadership and a renewed focus on authenticity, fan engagement, and a revitalised brand vision.
This shift included appointing their first-ever Director of Brand & Creative: Sara Rose.
Minutes into our conversation, it’s clear that authenticity drives everything Rose touches.
For Rose, effective, creative brand marketing starts with grounding the narrative in the core values that have defined Manchester United for generations: “You start with a point of truth,” she emphasises. “For a brand like United, it’s not about inventing something new; it’s about drawing out what’s already there—resilience, vision—things the club has always stood for.”
“I’ve always been really fascinated by the things that people care about,” Rose says. “The things that make people happy or give them a sense of belonging or connection with other people.” She continues, “In this world, with its growing polarisation and division, I became increasingly drawn to sports being common ground for people, but I never in a million years imagined I’d be working in it! I was at a point in my career where I wanted to do something completely different and challenge myself in a new way. So, joining one of the biggest clubs in the world as someone who had not worked for a sports organisation before fits that brief!” And in her view, the best creativity doesn’t need any embellishment.
“The best creativity is emotional and connects with people. It’s not about big budgets or flashy execution; it’s about authenticity,” she says. Rose believes every campaign should feel familiar yet treasured. “Our values are timeless,” she reflects, “but we ask, what does resilience mean in 2024? What does it mean to fans who grew up watching Sir Alex’s teams, but also to Gen Z?”
Love, Values & Embracing Heritage
Rose’s commitment to authentic connection runs deep, shaped by her family’s history. In 1943 wartime Britain, her Welsh grandmother, Mair Davies Rose, met an American serviceman, James Rose, during the Blitz. One pitch-black night in Pontarddulais, they talked for hours in the dark as bombs fell nearby—a chance encounter that became the foundation of a 50-year love story.
Balancing heritage with relevance is a skill Rose has honed through years of storytelling. Now, at Manchester United, she brings that same dedication to every campaign. “Fans see right through anything that’s not true to the club,” she says, “You have to respect that loyalty, which means keeping them at the front of every creative decision. That’s the bar we’re always working to meet.”
Her approach to creativity is refreshingly straightforward. “People don’t need more noise—they’re looking for something that feels real, something that reminds them why they love the club.”
Favourite Time of the Day, Levi’s & 1998
“6:30 AM - It’s both my favourite and my least favourite time of the day” she admits. “I live right on the Thames in London and I take my dog, a Papillon called Tim, out first thing and it’s so quiet,” London feeling almost entirely her own.
Rose’s aesthetic is a lesson in restrained polish. She favours clean, minimal pieces—think perfectly worn-in Levi's, oxblood leather loafers, and essential gold jewelry.
“The only pattern I wear is stripe” she assures us, sharing her go-to brands including APC and Max Mara.
Manchester United transcends football, standing as a symbol of loyalty and passion passed down through generations. Rose’s mission is to protect and uphold that legacy while adapting to the demands of a digitally connected generation—all without losing sight of the loyalty that defines the club.
Creativity, Legacy vs Challengers & Brand Behaviour
“United is 146 years old; where we are in our journey is unique. When you look at newer clubs like Austin FC or New York City FC, they’re creative-focused from the start, but the challenges at United are different. The Premier League is the most-watched league globally, and that brings a different set of considerations,” she reflects.
“The weight of that legacy is immense, but my role is to ensure we evolve while staying true to what makes us unique.” In a polarised world, Rose sees football as a rare unifier. “Sports bring people together in ways few things do,” she says. “A stadium filled with 80,000 fans, who likely disagree on many things, but this one thing they agree on.”
While Rose admires brands like Lego and Adidas for their authenticity, her true inspiration lies in human connection. “I’m fascinated by what makes people happy, that sense of belonging,” she says. “In a divided world, sports offer a rare common ground, where people from all backgrounds can share a moment. It’s inspiring.”
Agencies, In-House Creative and Growing Capabilities
Having come from the Agency world, Rose has a unique perspective, “Agencies tend to think brands have endless budgets to share, but the reality is very different,” she explains. “In-house teams like ours are evolving; we’ve grown immensely even in the 18 months I’ve been here, but of course, agencies bring invaluable objectivity, critical thinking, and creativity.”
She continues, “And there’s an evolving misconception about in-house capabilities. Two years ago, what agencies thought we couldn’t do ourselves is very different now.” Still, she’s quick to add, “I value agencies who are very confident in the thing they do well and have a deep bench in it. That’s where we find real value in partnerships.”
Munich, Modernity, Legacy & E-Commerce
“United’s values—resilience, vision, youth investment—are timeless,” she says, “What we’re doing is taking these values and translating them to fit today’s cultural context.”
For Rose, successful campaigns are rooted in these foundations. Her favourite so far? A tribute to the Munich Air Crash, one of the darkest chapters in Manchester United’s history. “We remembered these men as people, not just names in history,” she shares. “It’s about honouring their stories in ways that new generations can understand and connect with.”
The campaign tied individual stories into the club’s broader legacy, making history feel personal. “That was something that felt different and right,” Rose reflects, recognising the power of revisiting the past with care and respect.
Rose reflects with pride on the transformation of United’s e-commerce platform. “We brought e-commerce in-house and completely redid the brand, aesthetic, everything, so that it feels like an extension of Manchester itself,” Rose explains. “It’s global but has a sense of local pride, a reflection of who we are.”
Connection, Gen Z & Collaborations
As of 2024, Generation Z—born between 1997 and 2012—is reshaping the UK workforce. In 2022 alone, there were approximately 4.3 million Gen Z employees in the UK, making them the third-largest generational group in the labour market.
The importance of resonating with younger fans is not lost on Rose, and she approaches Gen Z with a multi-layered strategy. “We study them, bring them on to our team, and prioritise openness to their insights,” she says. “We’ve also done intergenerational training to understand one another and foster empathy. The more perspectives we bring to the table, the more we can create work that really resonates.”
When it comes to collaborations, local authenticity is everything. “With United, it has to be someone who’s genuinely a fan, someone who loves the brand,” she explains. Partnering with Heads Creative in Manchester, a vibrant network that champions the city’s creative emerging community, Rose speaks highly of their ability to unite local talent, fostering an environment where fresh ideas flourish.
“We’re always on the lookout for new voices,” Rose says, highlighting Instagram as a key scouting ground. “We seek photographers and designers who embody the unique spirit of Manchester, but with an individual flair that sets them apart.”
United, she adds, values originality and a strong following. “We look for photographers and designers who have that Manchester edge but bring their own individuality,” she says.
Two Lessons on Authenticity and Buidling Campaigns That Resonate
- Start with a Point of Truth
“You start with a point of truth,” she advises. For Rose, this means anchoring campaigns in the core values that define the brand. “It’s not about inventing something new; it’s about drawing out what’s already there.” This commitment to authenticity helps brands stay true to themselves and connect with audiences who recognise and appreciate that sincerity.
- Prioritise Emotional Connection Over Flash
“The best creativity is emotional and connects with people. It’s not about big budgets or flashy execution; it’s about authenticity,” she says. Rose believes that brands succeed when they focus less on spectacle and more on creating something that fans can feel.
The Power of Legacy & Loyalty
“People pass this club down through generations. That’s a powerful thing,” Rose reflects. To her, Manchester United isn’t just a brand, it’s a legacy shared across generations.
In the mid 90s, Jason’s first trip to Manchester United with his father marked a pivotal moment—led through towering crowds and giant police horses, finally being gifted a pair of Manchester United pajamas after the match. It was his first tangible connection to the club’s storied legacy.
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Now, decades later, he returns to Old Trafford, not as a wide-eyed child but as a journalist, walking the same grounds with a new perspective. The towering stadium still looms, but this time, he’s here to uncover the story behind its future, of a club that has meant so much to him for so long.
“It’s a privilege to work for a brand that people stick by, through good times and challenges. Fans come from all over the world just to experience Old Trafford,” she says. “Anything I can do to contribute to that experience, however small, is something I hold with real respect.”
Her deep connection to United’s fanbase shapes her approach to brand marketing, particularly in balancing heritage with the expectations of modern audiences. Rose actively seeks out new creative voices to tell United’s story in a way that feels both relevant and true. “I get more excited about young creators who haven’t had their break yet,” she shares, adding that the brand’s strength lies in its ability to evolve with fresh perspectives while staying grounded in its core values. For Rose, brand loyalty is about keeping fans at the forefront of every decision, honouring a legacy that’s larger than any one campaign.
Storytelling, Learning & Adaptation
Rose’s journey from her early days as a Copywriter to her latest role as Director of Brand & Creative reveals a proactive adaptive philosophy stabilised by lifelong learning. “Copywriting was my start, but it opened doors to so much more. It taught me to think critically, to be open to new skills, and to always learn,” she explains.
Her early years as a copywriter equipped Rose with the discipline of clear, impactful communication—a skill that would become invaluable as she expanded her expertise in art direction, design, and production.
“I needed to learn art direction, so I could understand how visuals complement the narrative. I needed to understand production, not just the craft but how it works on a practical level,” she reflects.
In Rose’s view, creativity is as much about refining one’s skills as it is about constantly challenging oneself to see new perspectives.
Inspiration, Preferences & Out of Office
Beyond the iconic red of Manchester United, Sara Rose’s personal aesthetic is a martini of classic utilitarian intentionality. “I like simple things,” she says, gesturing to her outfit—denim paired with a navy and white striped blouse. Her navy wool blazer, tailored to fit, is a vintage piece from her mother’s wardrobe circa 1984. “It’s quality you can’t really find anymore,” she notes.
When it comes to music, Rose is drawn to the genres that remind her of home. “I’m from Kansas, so there’s something about country and classic rock that’s grounding for me,” she shares. “There’s a certain nostalgia to it, a reminder of my roots.”
Her Spotify playlist is an eclectic mix of Willie Nelson, Waylon Jennings, and a bit of modern folk. “Music can change your mood instantly, give you the courage to create or the calm to reflect,” she adds. “If I could only bring one luxury item to a desert island, it would be my Spotify.”
For Rose, inspiration doesn't just come from music or fashion but from books, film, and the arts as a whole. “I usually have 2-3 books on the go at one time—a mix of fiction and non-fiction. I never know what I’m going to be in the mood for,” she says. “I’m currently reading James by Percival Everett and Everyone Who is Gone is Here by Jonathan Blitzer.”
Her current TV show lineup includes The Diplomat, What We Do In the Shadows, and Slow Horses. As for all-time favourites, she names Veep and Parks & Recreation. Podcasts are also part of her routine, with The News Agents and The Big Flop topping her list.
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When it comes to fashion, Rose’s most worn shoes are her Adidas Stan Smiths. “I also love shoes from Vince and Jigsaw,” she notes. Her shopping preferences reflect her appreciation for quality and sustainability. “I shop on Vestiaire for online pre-loved fashion,” she says. “Wolf & Badger in Soho and Petersham Nurseries in Richmond are also favourites.”
For Rose, inspiration doesn’t just come from music or fashion but from the arts as a whole, especially the theatre. “I try to see something visual or performative every week,” she says, describing her weekly excursions to Manchester’s and London’s theatres.
“The mix of lighting, production design, acting—it’s all storytelling, just in a different form. It feeds into my creative work and gives me a reset.” Her favourite venues include the Royal Exchange and the Hope Mill in Manchester, where she indulges in plays that challenge her perspective.
And when she’s not in the theatre, Rose enjoys a good pub roast with friends. “I’m a fan of places that feel homey and unpretentious,” she notes, listing The Telegraph in Putney Heath and The Old Red Cow in Smithfield as go-to spots. “It’s less about the scene and more about comfort, good food, and catching up with people. Roti King is a favourite—it’s cosy and authentic.”
Her lifestyle choices reflect that same thoughtful minimalism. Once a regular coffee drinker, Rose now reaches for matcha. “I used to drink coffee all the time, but over the past year, I’ve lost the taste for it,” she admits. “Now, I love matcha.” For those seeking the finest blends in London, she recommends Japan House in Kensington. “It’s an acquired taste—something that grows on you,” she says.
Sara Rose’s style radiates a calm, purposeful energy—effortlessly polished yet entirely focused.
Her jewelry box holds quiet marvels—Alexis Bittar designs mingling with heirlooms and vintage treasures, each a keepsake with a story. Her fragrance? Commodity Gold.
Her bags—Polène and DeMellier—are stalwart companions.
In 2025, her travels chart a world of contrasts: the raw wilds of Botswana, the familiar embrace of family in the States, and the restless streets of Seoul—alive with shadow and neon, where the old and the urgent move together like breath.
Everything Sara Rose chooses—from scents to destinations—feels deliberate.
The Future, Familiarity and Beyond
“Brands that resonate deeply are those that stay true to themselves, that don’t follow trends but instead reflect their values in everything they do,” Rose says. “They know who they are and connect with people in ways that feel honest.” This commitment to authenticity, to finding emotional truth, is what Rose brings to United’s creative direction.
At United, Rose isn’t just telling stories; she’s bridging eras. “Ultimately, that’s what we’re doing,” she says. “We’re honouring where we’ve been while showing fans where we’re going.”
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As we return our visitor badges, it’s clear Rose’s vision for United transcends her role. Rooted in simplicity, human connection, and the power of storytelling, Rose is helping Manchester United navigate a pivotal era.
With her new role spearheading creativity into every blade of grass on the pitch and Amorim shaping strategy from the sidelines, the club’s next chapter promises to be anything but predictable. Anchored in its timeless values, yet boldly adapting to the evolving game, United’s future feels poised for an tangible evolution.
Rose represents a shift in UK football—a legacy club embracing modernity with its first Director of Brand & Creative and a forward-thinking manager. It’s not just football; it’s a redefinition of how tradition and progress collide.
Under her eye, the familiar is made sharper, the traditional reimagined. You wonder what she’ll take from the wilds of Botswana or what ideas might spark during an intermission at The Lowry. Her choices—intentional, restless, curious—mirror the club’s moment.
“It’s a privilege to work for a brand that’s more than just a club,” Rose concludes. “The passion, the legacy—these things are bigger than any one of us. Amplifying that story, making it more meaningful for fans—that’s what I’m here for.”
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