Manchester United co-owner Joel Glazer says they intend to have a more public role going into the new season.
Glazer, speaking at their recent fans forum, admitted regret at a past decision to stay out of the spotlight.
"We always took the approach that we should stay in the background. Let the manager, the players, the people at Old Trafford, be the ones out in front, communicating and talking," he explained.
"But in retrospect, that was not the right approach and there's a middle ground. Our silence wrongly created the impression that we don't care, that we aren't football fans, that we only care about our commercial interests and money. And I can assure you, nothing could be further from the truth."
He also said, “Now, unfortunately, that hasn't been communicated properly. I may not live in Manchester and be fortunate enough to be at Old Trafford, every week, but like the hundreds of millions of supporters we have around the world, I watch every match.
"I can't wait for every match. I enjoy the thrill of every goal. And I feel the utmost agony of every defeat. I personally take losses very hard, no different than any supporter. The losses hurt. I don't like losing and I share the same feelings as supporters. Ultimately, we're all in this for what's on the pitch. It's about winning trophies and the enjoyment of the game."