Erik ten Hag says restoring the bond between Manchester United's players and fans has been one of his top priorities since taking charge at Old Trafford.
United have won just three trophies since Alex Ferguson retired in 2013 and the 58 Premier League points they collected last term was their lowest since the competition began in 1992.
A poor performance and 1-0 loss at Crystal Palace in their final match of 2021-22 received much criticism from the away end, a sight that Ten Hag witnessed in the stands after his appointment to replace Ralf Rangnick.
Ten Hag, whose hiring was announced in April before he took over in the close-season, endured a tricky opening to this campaign as United tasted defeat in their opening two matches, including a humiliating 4-0 hammering away at Brentford.
But results have picked up since then and United now sit fifth in the Premier League, while they will take on Catalan giants Barcelona in the Europa League knockout stages after Xavi's side were knocked out of the Champions League.
United's superior displays of late have gone some way to bringing fans and players closer together, something that Ten Hag says was a key aim.
"It was definitely one of our plans, part of our plan that we had," Ten Hag told ESPN ahead of their EFL Cup clash with Aston Villa.
"You need a connection with the fans.
"Manchester United is that big in the world and you have to show commitment and make an engagement. You have to build a togetherness because also, we want to act like that on the pitch as well.
"The team has to understand that and everyone around Manchester United has to understand that the fans are there for us.
"You play football for your fans and we have to be aware of it."
United's improved form took a blow when they were defeated 3-1 by Villa in the Premier League last time out, and Ten Hag demanded a response as they face the Villans once again on Thursday.
"We were not happy with our performance at Villa Park," Ten Hag added.
"We make it quite clear in our analysis that it's not acceptable, it's never acceptable.
"We have to deliver in every game and that is the culture we have to have here. We can't change it [the Premier League defeat to Villa] but we want a reaction. We take every game seriously and we want to win this cup.
"All the games we play, there is only one aim. We have to win. That is the most important thing.
"We have to win every game so we have to put the best players on the pitch. We have planned some changes but we want to play a strong team."
Man Utd matchwinner Fernandes: Criticism part of the job
Bruno Fernandes said Manchester United's players cannot afford to get annoyed by outside criticism, after he scored twice to fire the Red Devils to a much-needed win over Sheffield United.
Erik ten Hag's team were roundly criticised for their performance in Sunday's FA Cup semi-final against Coventry City, as they surrendered a 3-0 lead to draw 3-3 before inching through in a penalty shoot-out.
They had also gone four Premier League games without a win (three draws, one defeat) prior to Wednesday's meeting with the rock-bottom Blades, with their hopes of Champions League football all-but over.
They twice trailed as Sheffield United threatened a huge upset, but Fernandes scored twice and supplied an assist as they fought back to claim a 4-2 win.
Asked whether the noise around Sunday's semi-final win had affected the mood at Old Trafford, Fernandes told Sky Sports: "That's part of the job.
"You can be in a run of games where you win eight or nine in a row, and when you lose one you know you'll be criticised.
"Being at Manchester United demands winning every game, so it's part of the job. If there is anyone in the dressing room still not used to that, they will get used to it!
"Being a Manchester United player demands being ready to receive as much criticism as praise. We receive praise when we do good things so we can't be annoyed by the criticism.
"When people want to do that, they might have a point. We can think in a different way, but we have to take it in the same way as we take the credit they give us."
Ten Hag's team did look disjointed for long periods on Wednesday, though, and they have now conceded 50 Premier League goals this season.
The Red Devils have now shipped a half-century of goals in two of their last three Premier League campaigns, having done so just once in their previous 29.
Ten Hag, though, was content with most aspects of their performance, saying: "It was a good game for the crowd, they saw four goals and many chances that we created.
"I think we played quite well, we created many more chances, so there's many positives. But also negatives. Conceding two goals from giveaways, that's unacceptable.
"We want to play dynamic, attacking football. That is what we want to see. Since the winter we have created lots of chances and also scored a lot of those chances."
Premier League record falls as 2023-24 becomes most goal-laden 20-team season
The current Premier League season has become the most goal-laden 20-team campaign in the competition's history, with Harry Maguire the unlikely man to seal 2023-24's place in history.
Maguire scored Manchester United's first equaliser as they twice fought from behind to clinch a 4-2 win over Sheffield United on Wednesday, with Bruno Fernandes netting twice in the second half.
The centre-back's 42nd-minute header was a significant moment, representing the 1,085th goal scored in the Premier League this term.
That is the most ever scored in a season containing 20 teams, since 1995-96.
The 2022-23 season saw 1,084 goals scored, a tally that was reached on the final day to surpass the previous 20-team record of 1,072, set in 2018-19.
It was somewhat fitting for the record-breaking goal to be conceded by Sheffield United, who have certainly played their part in making 2023-24 the most goal-laden season to date.
The Blades have now shipped 92 goals this term, the most ever conceded in a 38-game Premier League campaign.
With four games to come, including a rematch with a Newcastle United team that thrashed them 8-0 earlier this campaign, the prospect of Chris Wilder's men bringing up triple figures is a realistic one.
Manchester United 4-2 Sheffield United: Fernandes double helps Red Devils to comeback win
Bruno Fernandes produced a decisive double as Manchester United twice came from behind for a 4-2 win over Sheffield United at Old Trafford, easing the pressure on under-fire boss Erik ten Hag.
Ten Hag received fierce criticism after his team surrendered a 3-0 lead in Sunday's FA Cup semi-final against Coventry City, who they beat on penalties after a 3-3 draw.
His team trailed twice on Wednesday, with Jayden Bogle punishing Andre Onana's error to score and Ben Brereton Diaz prodding home the Blades' second, either side of Harry Maguire equalising.
However, Fernandes equalised from the spot in the second half before teeing up Rasmus Hojliund's late finish after another great strike from the Red Devils captain sent his side 3-2 up.
The win takes Ten Hag's side above Newcastle United and into the top six with 53 points, while bottom club Sheffield United stay 10 points adrift of safety.
Just 28 seconds had been played when Diogo Dalot worked Wes Foderingham from range, but if the hosts thought that effort would precipitate an assault on the Blades' goal, they were mistaken.
Alejandro Garnacho was denied by Foderingham after a mazy run, but the Red Devils were largely uninspired as the visitors sat back.
They gifted Sheffield United the lead after 35 minutes as Onana passed straight to Bogle, who side-footed home at the near post.
That sparked Ten Hag's team into life, though, and they were level within seven minutes as Maguire glanced Garnacho's cross home.
Foderingham denied Garnacho with a fine stop on the stroke of half-time, and Sheffield United made that reprieve count within five minutes of the restart, Brereton Diaz pouncing to prod Ben Osborn's cross home.
Yet Chris Wilder's visitors again failed to hold on as Auston Trusty wrestled Maguire to the ground from a corner, allowing Fernandes to blast into the top-left corner from the spot.
Fernandes then blasted home from 25 yards out to send Ten Hag's hosts ahead for the first time, and the midfielder was not done there, teeing up Hojlund to make the points safe with a pinpoint cross from the right.
Fernandes rescues Red Devils
Ahead of Wednesday's game, Manchester United had only won one of their last seven Premier League matches (three draws, three defeats), going winless through the last four of those (three draws, one defeat) – their worst such streak since 2019.
They twice looked on course for a humiliating defeat, but Fernandes led from the front to down the Blades and boost his team's hopes of salvaging Europa League qualification.
He has now scored seven goals in his last six Premier League appearances, netting on each of his last four outings. This is just the second time he has enjoyed a four-match scoring streak with the Red Devils in the competition, having done so under Ole Gunnar Solskjaer in February 2021.
Blades on the brink
While Sheffield United can take heart from their performance at Old Trafford, the result does nothing for their slim hopes of remaining among England's elite.
Wilder's men are 10 points from safety with just 12 to play for this season and will be relegated to the Championship if they lose to Newcastle United on Saturday.
The Blades could even see their fate confirmed this weekend with a victory, depending on Nottingham Forest's result against Manchester City on Sunday.
They have now conceded 92 goals in 34 Premier League matches this term, the most ever conceded in a 38-game season in the competition.
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