Ed Woodward has made a personal apology to Manchester United fans for the club's role in the controversial European Super League proposal.
United joined English football's 'Big Six' in becoming one of 12 of Europe's biggest clubs that signed up to the project which tore the sport in two.
The proposal collapsed last week when those same clubs changed their minds and pulled out, following a huge backlash from around the world.
United co-owner Joel Glazer was forced to write an open letter apologising to fans, while Woodward decided to quit as executive vice chairman in the wake of what happened.
Woodward admits his club made a huge mistake – and vowed the English giants would start listening to supporters much more in the future.
Woodward addressed a fans' forum and he said: "It's clear we did not do enough of that (listening) before the Super League decision. Today is our first step towards putting that right.
"You will all have read Joel's open letter to fans last week apologising for the Super League decision and I would like to add my personal apology to this Forum.
"I know that you will feel angry and let down by the lack of consultation and by the way the proposal failed to recognise the vital principle of open competition. Proper discussion would have helped us avoid the mistake we made.
"We fully accept that there were fundamental elements which were badly misjudged. We failed to give enough weight to the essential principles and traditions of sporting merit which are so vital to football not just in domestic competition but in European competition since the mid-1950s.
"We want to restate our commitment to those traditions. I can assure you that we have learned our lesson from the events of the past week and we do not seek any revival of the Super League plans.
"We will now continue working with the rest of the football community to address the long-term challenges facing the game.
"But I can assure you that we will be doing that with great sensitivity to the opinions that you and other fans have expressed in recent days.
"We will be listening closely to your feedback today, and we’ll be taking it away for consideration as we review how we can engage more effectively with you in future. Our fans are what makes Manchester United so great, and they should always be at the heart of this club."
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