Manchester United executive vice chairman Ed Woodward has stressed that new manager Louis van Gaal will not be set any targets in his debut season at Old Trafford.
The Red Devils finished seventh in the Premier League under David Moyes last term, but the club's fans are hoping for a return to title contention following the appointment of former Netherlands coach Van Gaal.
Woodward has admitted that United expect to adhere more consistently to their traditions of success in the upcoming campaign, but has refused to outline any specific performance objectives for Van Gaal.
He told reporters: "We don't have a target this year. Let's be totally clear. We don't have a target.
"I am not sitting down giving targets to anybody. We want to strive to win. That is what we want to do. That expectation comes with the history of the club. You have to accept that. I have to accept that. Everyone has to accept that.
"Everyone has to have that benchmark for Manchester United. That is what all the fans want. That is what our history demands. We want to win."
SkyBet make United 5-1 third favourites, behind Chelsea and Manchester City, to lift the Premier League title.
