Manchester United head coach Ruben Amorim has once again found himself at the centre of a wider debate about culture, discipline, and responsibility at Old Trafford, after deleted social media posts from two of the club’s teenage prospects prompted a strong and candid response. Speaking ahead of United’s crucial Premier League clash with Aston Villa, Amorim did not shy away from addressing what he sees as a growing issue within the club — a mindset he believes risks undermining Manchester United’s identity and long-term standards.
The controversy emerged after comments Amorim made last week about two highly rated academy products, Harry Amass and Chido Obi. Both players, aged 18, are considered among the most promising young talents associated with the club, yet Amorim publicly questioned their current situations. He remarked that Amass was “struggling” during his loan spell at Sheffield Wednesday, who currently sit at the bottom of the Championship, while also noting that Obi has not been a guaranteed starter for United’s Under-21 side.
Shortly after those remarks, both players posted Instagram stories that were later deleted but not before drawing attention. Amass shared an image of himself smiling while holding Sheffield Wednesday’s Player of the Month award for November, accompanied by a grinning emoji. Obi’s post, meanwhile, showed him celebrating with arms outstretched after scoring for the Under-21s against Manchester City back in August. Though neither post directly referenced Amorim, their timing and tone were widely interpreted as responses to the manager’s comments.
Rather than stepping back from his criticism, Amorim used his pre-match press conference on Friday to double down on his stance, framing the situation as part of a deeper cultural problem at the club. When asked whether he had seen the deleted posts, the Portuguese coach offered a blunt assessment.
“I think it’s a little bit the feeling of entitlement that we have in our club,” he said.
For Amorim, the issue goes far beyond a pair of Instagram stories. He believes that young players — and perhaps the wider organisation — have become too accustomed to praise and protection, rather than accountability and challenge.
“Sometimes strong words are not bad words. Sometimes difficult moments are not bad things for the kids. We don’t need to be always with accolades in everything, in every situation.”
The Manchester United boss stressed that honest criticism, even when uncomfortable, plays a vital role in development. In his view, shielding young players from reality does them no favours, especially at a club with United’s history and expectations.
Amorim’s comments also reflected his belief that the club itself has drifted away from the values that once defined it. With United currently sitting sixth in the Premier League table ahead of their trip to Aston Villa — one of the division’s most in-form sides — he argued that restoring standards off the pitch is just as important as performances on it.
“The players sometimes forget about what it means to play for Manchester United. We as a club sometimes forget who we are,” he said.
“And that’s the feeling that I have. So I understand everything. It’s the environment, it’s the moment of the players, the kids.”
In Amorim’s eyes, social media has amplified these issues, offering players an instant platform to react rather than reflect. He suggested that the deleted posts symbolised a sense of freedom that, when unchecked, can turn into entitlement.
“They feel entitled. They feel free to respond the manager with a picture.”
Despite the firmness of his tone, Amorim insisted that he remains open to dialogue. Rather than airing frustrations publicly or indirectly through social media, he wants players to address concerns face-to-face.
Amorim revealed that his door is always open, yet expressed frustration that few take advantage of that opportunity.
“Nobody is coming to talk to me,” he said.
“And that is the way we can solve things. So I think we need to change first as a club. And then everything is going to change.”
The situation highlights the delicate balance modern managers must strike when dealing with young players raised in the digital age, where perception, image, and online validation can sometimes overshadow patience and professionalism. Amorim appears determined to reset those priorities, even if it risks short-term discomfort or backlash.
The press conference also touched on another off-field talking point involving one of United’s brightest young stars, Kobbie Mainoo. Earlier in the week, Mainoo’s half-brother was seen wearing a T-shirt emblazoned with the message “Free Kobbie Mainoo,” a public show of frustration over the midfielder’s limited playing time this season.
Mainoo, an England international at just 20 years old, is still awaiting his first Premier League start of the campaign, and his absence from the starting lineup has become a regular subject of debate among fans and pundits alike. Amorim was keen to separate the player from the gesture, making it clear that external pressure would not influence his selection decisions.
“It was not Kobbie who wore the T-shirt,” said Amorim.
“He is not going to start because of the T-shirt but he is not going to the bench because of the T-shirt.
“He’s going to play if we feel that he is the right guy. That is not an issue.”
There could, however, be an opening for Mainoo in United’s upcoming fixture. Brazilian midfielder Casemiro is suspended for the Villa game, potentially clearing a path for the young midfielder to feature more prominently.
United’s squad depth will also be tested by a number of absences. Defenders Matthijs de Ligt and Harry Maguire remain sidelined with injuries, while Noussair Mazraoui, Amad Diallo, and Bryan Mbeumo are all away on international duty at the Africa Cup of Nations.
As United prepare for a demanding run of fixtures, Amorim’s words signal a broader attempt to reshape attitudes within the club — particularly among its emerging talents. His message is clear: wearing the Manchester United badge carries responsibility, humility, and resilience, not just opportunity and attention.
Whether this tough-love approach will yield results remains to be seen, but for now, Amorim appears unwavering in his belief that meaningful change begins with honesty, accountability, and a renewed understanding of what it truly means to play for one of football’s most storied institutions.
