Manchester United opens its doors to cameras: “All or Nothing” is coming to Prime Video
Manchester United is entering a new phase in its relationship with documentary formats: the club announced on its official website that the project “All or Nothing: Manchester United” will come to Prime Video. This means that one of the best-known sports television franchises has obtained a club that had for years been mentioned as the most desirable, but also one of the most sensitive targets for such a format. According to a report by the British The Sun published on June 15, 2026, the deal will follow United through the 2026/27 season, with access to the dressing room, the training center and key moments of the campaign. The same outlet states that this is a record amount for a football installment of Amazon’s documentary series, although the financial details of the contract were not published in the club’s official announcement. The project therefore already raises the question of the balance between commercial value, narrative control and the day-to-day work of a team under one of the greatest pressures in European football.
From postponed talks to an official announcement
The story of United and Amazon’s format did not emerge overnight. In the summer of 2025, several British media outlets, citing a report at the time by The Athletic, reported that earlier talks about a similar project had been halted after then-coach Ruben Amorim expressed concern that the constant presence of cameras could disrupt the work of the first team. According to those reports, the offer at the time exceeded 10 million pounds and was supposed to be the largest sum Amazon had paid up to that point for one football season within the “All or Nothing” series. Such an outcome was not surprising for a club that is often cautious about access to the dressing room and internal processes, especially during periods in which sporting results and management changes create additional tension. The official announcement from June 2026 shows that the position has changed in the meantime, or rather that the club has assessed that the advantages of the project now outweigh the risks.
According to the available information, the new series should follow United’s 2026/27 season, Michael Carrick’s first full season after he was confirmed as head coach. Manchester United’s official profile states that Carrick signed a contract as head coach on May 22 after taking over the team in January, continuing his long association with the club, from his playing career to his work on the coaching staff. That context is important because the documentary format records not only matches, but also the decisions made between them: preparations, meetings, responses after defeats, relationships in the dressing room and the communication of the coaching staff with the players. If the series is filmed on the scale expected, viewers will gain insight into Carrick’s attempt to stabilize the team and at the same time return it to the fight for the biggest trophies.
What the cameras can show, and what the club wants to control
The “All or Nothing” series is based on the idea of following a sports club or national team through an entire season, with an emphasis on moments that usually remain outside television broadcasts. In earlier installments with Premier League clubs, Prime Video showed dressing-room conversations, training sessions, meetings between coaches and players, public pressure and reactions after key victories and defeats. In official materials for “All or Nothing: Manchester City”, Amazon described the format as an exclusive journey through the 2017/18 season, including the training camp, conversations with the manager, scenes from the boardroom and weekly stories from the lives of the players. A similar approach was later used with Tottenham and Arsenal, making the format a recognizable part of the modern football media industry.
But such an approach is never completely “unfiltered”. Clubs generally try to protect tactical details, sensitive medical information, players’ privacy and business discussions that cannot become part of public content. Documentary series of this type are therefore both attractive and curated: they offer more than standard club channels, but they do not function as a complete insight into everything that happens behind the doors of the training center. In United’s case, special attention will be paid to how much space will be given to the dressing room in moments of crisis, discussions around transfers and communication between the sporting department, the coach and the board. These are precisely the topics that are often most interesting to the public, but also the most sensitive for a club that has to maintain a competitive advantage.
Carrick’s first full season as the central story
Michael Carrick enters the project as a figure naturally connected with Manchester United’s identity. As a player, according to the club’s official profile, he made 464 appearances for United and won five Premier League titles, the FA Cup, two League Cups, the Champions League, the Europa League and the Club World Cup. After ending his playing career, he remained on the coaching staff, and in January 2026 he was appointed head coach until the end of the season, before the club confirmed he would stay. Such a biography gives the series a clear dramatic framework: a former player from a successful era attempts as a coach to shape a new team in an era in which success is measured not only by results, but also by the ability to return the club to long-term stability.
According to Manchester United’s financial announcement for the third quarter of fiscal 2026, the club highlighted third place in the Premier League and qualification for the Champions League for the 2026/27 season as evidence of improved first-team results. In the same announcement, CEO Omar Berrada stated that Carrick had done an “excellent job” in the 17 matches he had managed and that he would continue as head coach. These details add further weight to the announced documentary: the project will not only follow a club trying to recover, but a team entering the new season with a return to Europe’s strongest competition. It is precisely the combination of expectations, European commitments and daily work with the players that could become the main narrative line of the series.
The commercial reason is not secondary
There is also strong commercial logic behind projects like this. Manchester United is a global sports brand, and in its financial reports the club regularly emphasizes the importance of revenue from sponsorships, merchandise sales, licensing, broadcasting and matches. In the announcement of results for the third quarter of fiscal 2026, the club stated that commercial revenue in that quarter amounted to 82.4 million pounds, an increase of 10.3 percent compared with the same period of the previous year. The same document also notes growth in broadcasting revenue, which the club linked to a better expected Premier League finish and the value of the international cycle of television rights. Within that framework, the documentary series is not only a television product, but also an additional channel for strengthening global recognition.
The Sun states that United had been “flooded” with offers for documentary projects and that various platforms had in recent years enquired about the possibility of behind-the-scenes access. This matches a wider trend in sport, in which clubs and leagues are increasingly creating content intended for a global audience that does not follow sport only through the 90 minutes of a match. Documentaries offer an extended life for a season: after the competitions end, the story is released again through a streaming platform, with new footage, reactions and interpretations of events. For clubs, that means additional revenue and a wider reach, but also the risk that sporting failures or internal tensions become a lasting part of the public record.
United joins a series of clubs already followed by cameras
Manchester United is not entering unknown territory in this format. Prime Video previously followed Manchester City, Tottenham Hotspur and Arsenal through “All or Nothing”, and official Amazon materials also list a broader collection of sports documentaries and series. “All or Nothing: Manchester City” followed the 2017/18 season in which Pep Guardiola’s team won the Premier League with a series of records, while the Tottenham installment covered a turbulent season in which José Mourinho replaced Mauricio Pochettino. Arsenal’s series followed the 2021/22 season and Mikel Arteta’s attempt to return the club to the top of the Premier League. The common denominator of these projects was the pressure of a big club, the relationship between coach and players and the attempt to shape a sporting season as a television story.
In that company, United brings especially strong narrative potential. The club has a global fan base, decades of successful history, but also a post-Sir Alex Ferguson era marked by frequent changes of coaches, fluctuating results and constant public questioning of the direction of management. Prime Video has already produced documentary content connected with United: in 2024 it announced the three-part documentary “99” about the season in which the club won the treble, featuring statements from Sir Alex Ferguson, David Beckham, Gary Neville, Paul Scholes, Peter Schmeichel, Ole Gunnar Solskjaer and other figures from that period. The new series, unlike the retrospective documentary, should record the season as it happens, which brings a different kind of tension and uncertainty.
The risk of disrupting the team will remain the main topic
The most common criticism of documentary series in elite sport concerns the question of disruption. Training sessions, meetings and dressing-room conversations are traditionally spaces in which trust is built, and the presence of cameras can change the way people behave. According to media reports from 2025, that was one of the reasons why United’s earlier project was halted. The argument at the time was that, after a disappointing period and the need for sporting stabilization, the club should not add a new level of pressure to the first team. Now the circumstances are different: Carrick has been confirmed, the club has returned to the Champions League, and the project has, according to the official announcement, nevertheless been accepted.
That does not mean all dilemmas will disappear. If United enter the 2026/27 season with high expectations, every results crisis will potentially be amplified by the fact that a documentary series is also being filmed. Defeats, injuries, dissatisfaction with playing time, transfer decisions and the relationship with fans could acquire additional media weight. On the other hand, a successful season could give the series a strong positive framework and turn it into a document about the club’s renewal. It is precisely that uncertainty that makes the format attractive: producers do not know in advance whether they will get a story about a comeback, a crisis or a season full of internal turning points.
The start of filming is tied to preparations for the season
According to The Sun, the cameras should start rolling already during United’s preparations, which include matches in European cities, among them Helsinki, Trondheim, Stockholm, Gothenburg, Dublin and Wroclaw. The official club pages already show part of the pre-season schedule, including a match against Wrexham in Helsinki on July 18, 2026, and a meeting with Rosenborg in Trondheim on July 24. United’s financial announcement also mentions pre-season matches in Finland, Norway, the Republic of Ireland and Sweden, including a meeting with Atlético Madrid in the Snapdragon Cup. Such matches are often useful for documentaries because they show the start of the process, new players, the first tactical ideas and the attempt to create an atmosphere before official competitions.
The preparations will have additional importance for Carrick because the 2026/27 season will also include a return to the Champions League. The European schedule increases the number of matches, shortens training time and places greater emphasis on squad depth. In such an environment, a documentary crew can record how decisions are made about rotation, recovery and managing players’ workload, but the club will likely try to limit access to tactically sensitive segments. For viewers, the most interesting parts could be precisely the marginal moments: conversations with players fighting for a place in the team, reactions after the first pre-season matches and the way Carrick sets standards ahead of his first full season.
A big stage for a season that can shape the club’s direction
The announcement of “All or Nothing: Manchester United” comes at a moment when the club is trying to combine sporting recovery, commercial strength and renewed public trust. According to official financial data, United raised its revenue and adjusted EBITDA guidance in fiscal 2026, while the return to the Champions League was presented as an important sporting and business step forward. At the same time, the documentary series raises the question of how much modern football clubs can control their own story in the age of streaming platforms, social networks and constant demand for content beyond the pitch. In that sense, United will be under a double microscope: through results on the grass and through the way it allows the public to see the processes behind those results.
For Prime Video, United represents one of the strongest possible football subjects for a continuation of the format. For the club, the project can be an opportunity to show a new phase under Carrick, present the structure of work at Carrington and bring a global audience closer to what is usually seen only in fragments. But the final value of the series will depend on the season that is only just beginning: on results, on relationships within the team, on choices in the transfer market and on whether the cameras capture a moment of genuine sporting progress. That is precisely why the announced series is not only a media project, but also a kind of test of United’s readiness to play one of the most important seasons of recent years in front of an audience and behind the scenes.
Sources:
- Manchester United – official announcement that “All or Nothing: Manchester United” is coming to Prime Video (link)
- The Sun – report on the deal between Manchester United and Prime Video for the documentary series of the 2026/27 season (link)
- Manchester United – official profile of Michael Carrick and confirmation of his contract as head coach (link)
- Business Wire / Manchester United plc – financial results for the third quarter of fiscal 2026 and the context of business indicators (link)
- About Amazon UK – official description of the earlier series “All or Nothing: Manchester City” and Prime Video sports documentaries (link)
- About Amazon UK – context of the Prime Video documentary “99” about Manchester United’s 1998/99 season and Amazon’s football content (link)
- Sky Sports – overview of earlier media reports about halted talks between United and Amazon during 2025 (link)