Chelsea set to nominate Man United’s American media chief who was blasted by Gary Neville for ‘creating robots on and off the pitch’ TERMAN WEBSITE

Phil Lynch, the Manchester United media chief blasted by Gary Neville, is becoming a member of the American revolution at Chelsea.

The Previous Trafford exec was accused of ‘creating robots on off the pitch’ by the ex-United defender after a video emerged in 2021 of him explaining how the membership works with gamers on social media.

Mail Sport understands that American Lynch, who handed his discover in at Previous Trafford final month, can be taking on the position of world head of digital for BlueCo, the US-consortium that acquired Chelsea in 2022 and which additionally owns French facet Strasbourg. It’s thought he can be primarily focussing on Stamford Bridge and can turn out to be the primary exec to maneuver between the golf equipment since chief govt Peter Kenyon made the change in 2003.

Lynch’s exit will not be understood to be linked to the arrival of Sir Jim Ratcliffe and INEOS at United, after they acquired a 25 per cent stake within the Premier League giants and vowed to make efficiency on the pitch a precedence. 

Nonetheless, his departure will give Ratcliffe and the brand new arrivals the choice to restructure a key ingredient of United’s operation, ought to they select to take action.

Manchester United’s CEO of media, Phil Lynch, opened up on strategies the membership makes use of with gamers on social media

Gary Neville was left unimpressed by what he heard, telling Lynch to ‘get the f@@ok away’

In his time as chief govt of media, Lynch was answerable for all of United’s output together with MUTV, the membership’s TV channel, its App and social media channels. After overseeing substantial progress following his arrival in 2017, he switched into a brand new position as chief govt officer of digital merchandise and experiences, with a deal with the likes of NFTs, crypto and rising digital engagement instruments.

He turns into the most recent American to hitch co-owners Todd Boehly and Behdad Eghbali at Stamford Bridge. The duo have additionally introduced within the likes of chief govt Chris Jurasek and Tottenham business boss Todd Kline.

Within the 2021 public storm Lynch, a former Sony exec, defined how United tried to affect fan opinion of its gamers. 

‘We pull, twice a day, fan sentiment graphs for each one in all our gamers,’ he defined. ‘We’ve got sure thresholds that alert us after we see fan sentiment going a technique — be {that a} private challenge, an on-pitch efficiency challenge and when that occurs, we then begin to work with the participant and his group individually to attempt to counter that narrative a little bit bit.’

That prompted former captain Neville to look at: ‘Creating Robots on and off the pitch! Get the f**ok away from them. It’s a soccer membership. He makes controlling followers sound like he’s attempting to win a normal election!’.

Will probably be attention-grabbing to look at how lengthy expires earlier than Lynch arrives in West London. He’s nonetheless working at United and is serving a interval of gardening go away. 

As has been reported, United are at the moment in a standoff with Newcastle over the scenario with sporting-director-in-waiting Dan Ashworth, who desires to maneuver from the north east to Previous Trafford. 

Omar Berrada, who’s becoming a member of United from Metropolis, is anticipated to reach in the summertime following ‘grown up conversations’ between the 2 rivals.