Manchester: Eva Olid appointed head coach of Manchester United Women

By Joel Kavanagh — 5 August 2026 — 4 min read

Olid takes charge

Manchester United Women have announced the appointment of Eva Olid as their new head coach. Olid steps into the role following the departure of Marc Skinner, who left the club after five years. Her immediate task will be to prepare the squad for the upcoming campaign, which begins with a WSL opener against London City Lionesses on September 4.

Olid previously managed Hearts, where she led the team to a historic first Scottish title last season before her departure in the summer. During her five-year tenure at Hearts, which began in 2021, the club reached their first Scottish Cup final in 2024, where they were defeated by Rangers. She left Hearts after it was announced in April that she would be departing by mutual consent at the end of the season.

Manchester United views Olid as a suitable candidate to develop players within the current squad and those progressing through the academy. Olid expressed her enthusiasm for the new role, stating, “The opportunity to become head coach of Manchester United Women is a dream come true.” She highlighted the club’s infrastructure, training facilities, and academy as key assets for achieving ambitions.

The club’s focus has shifted towards concentrating on the academy and developing players from within to compete for silverware. This approach is intended to lead to longer-term success, rather than a higher investment in the transfer market, which the club believes is currently unsustainable. There is a concern about the increasing costs associated with competing for the WSL title and a perceived lack of return on investment from star players and high wages.

Skinner’s departure and club strategy

Marc Skinner’s exit came just a month before the start of the WSL season. His departure was a result of frustrations that had reportedly accumulated over the past year concerning the direction of the women’s team, particularly regarding summer investment. The club maintains that the decision to part ways was mutual and in the best interests of all parties.

In the lead-up to the new season, Ameesh Manek, the director of football operations, informed first-team players and staff about the club’s plan for a “sustainable long-term” investment model. This model emphasizes bringing through academy players, trusting youth, and playing “exciting” football. It was also stated that two more signings, a central defender and a left-winger, were expected before the new season.

Some players reportedly questioned whether only two additional recruits would be sufficient for United to remain competitive with the WSL’s top three, especially after finishing fourth last season and missing out on Champions League qualification. United’s budget for the summer is reportedly among the lowest in the WSL, ranking between sixth and seventh.

During his five-year tenure, Skinner led Manchester United Women to four finals—three in the FA Cup and one in the League Cup—and secured their first major trophy in the 2023/24 season. The team also competed in Europe for the first time, reaching the quarter-finals of the Champions League last season. However, they failed to qualify for Europe this term, with the depth of their squad reportedly tested during a busy season.

Academy focus and financial considerations

The club’s shift towards an academy-focused strategy is a notable change. While the men’s academy has a history of producing trophy-winning players, this approach is relatively untested in the women’s game. This strategy may require time before consistent results are seen year after year.

Finishing outside the Champions League qualification spots meant United missed out on significant revenue. Last season, the club earned a minimum of £1.38 million by reaching the last eight of the competition. The club’s financial strategy also involved player sales to raise funds for new signings.

For instance, Millie Turner and Lisa Naalsund were sold to Birmingham City for £100,000 each. The sale of France winger Melvine Malard, who had the most goal involvements in the squad last season, to Chelsea for an £850,000 fee, was described as a record for United Women. This deal reportedly helped fill a significant gap in the summer’s budget.

Concerns have been raised among some players and staff that this new approach could cause United to fall behind their main WSL rivals. The club’s new co-owner, Sir Jim Ratcliffe, had previously indicated that focusing on the men’s team’s operations and finances had prevented him from fully engaging with the women’s team’s plan. The club’s CEO, Omar Berrada’s public ambition for both the senior women’s and men’s teams to win their respective league titles by 2028 now faces an even greater challenge under this new strategy.

Source: skysports.com