Manchester United chief executive Omar Berrada has reportedly set a target date for the club to return to the top of English football.
The Red Devils have got off to a poor start this season, winning just two of their opening five matches so far.
Erik ten Hag's side currently sit 11th in the table and, barring a massive shock this term, their wait for a title looks set to extend to 12 years having last won it under Sir Alex Ferguson in 2013.
Berrada, who joined the club from Manchester City during this summer's overhaul, held a meeting at Old Trafford last Wednesday to address the club's ambitions, according to The Athletic.
He told staff that the aim is to win the Premier League title by 2028 in a proposal which has been named 'Project 150'.
That's because 2028 would coincide with United's 150th anniversary since the club was founded as Newton Heath, in 1878, before changing its name to Manchester United in 1902.
Berrada is said to have, in 'equal provenance', also set the same aim for the women's team, whose ambition is now to win their first Women's Super League title three seasons from now.
The meeting was attended by staff members who will have been in a mixed mood amid the club's redundancies since Sir Jim Ratcliffe's takeover.
Ratcliffe and his INEOS team embarked upon a root-and-branch financial review after taking a quarter stake in the club earlier this year which, as revealed by Mail Sport, led to them making around 250 redundancies.
The 71-year-old first talked about United's aim to be successful again by 2028 after initially securing 27.7 per cent investment in February.
He said: 'It's not a 10-year plan. The fans would run out of patience if it was a 10-year plan. But it's certainly a three-year plan to get there.
'To think that we're going to be playing football as good as Manchester City played against Real Madrid last season by next year is not sensible. And if we give people false expectations, then they will get disappointed. So the key thing is our trajectory, so that people can see that we're making progress.
'I think it's the club's 150-year anniversary in 2028… if our trajectory is leading to a very good place in that sort of timeframe then we'd be very happy with that. Because it's not easy to turn Manchester United into the world's best football team.
'The ultimate target for Manchester United — and it's always going to be thus, really — is that we should be challenging for the Premier League and challenging for the Champions League. It's one of the biggest clubs in the world.'
Meanwhile, Berrada and new sporting director Dan Ashworth publicly backed Ten Hag to deliver their ambitions before United's 3-0 defeat by Liverpool earlier this month.
'Do we still believe in Erik? Absolutely,' said Berrada. 'We think Erik is the right coach for us and we're fully backing him. We're going to continue working very closely to help him get the best results out of the team.'
