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New Hammers boss looks for 'pride'
 Women's Football WSL1 News - 11 Jun 2018
New West Ham United Ladies head coach Matt Beard is eager to build a side that will ‘wear the badge with pride' and serve as role models for young supporters.
Beard will take charge of the Ladies for their first season in the newly restructured Women's Super League after the former Chelsea and Liverpool boss signed with the Hammers this week.
The new coach is eager to start work with his side and is keen for his players to bring both thrilling football and personalities for fans to love.
"I want to make sure that, at West Ham Ladies, we have a team that plays attractive, attacking football, and has passion on the pitch," Beard told West Ham TV. "That will be the first thing I will be looking to install in the team.
"I'm confident that we will be competitive and there will be players the fans can be excited about, and young girls will have role models to aspire to as well.
"West Ham's style of football is the style I like to play. I like my players to play with freedom, but at the same time they need to have that work ethic. One thing I can say to the fans is we will wear the badge with pride, and I will do as much as I can to make sure this team is successful and the players give their all."
Beard will be looking for his players to take ownership and responsibility for their performances, with the new head coach keen for his team to enjoy their football first and foremost.
"I'm quite an open and honest coach," Beard continued. "I feel it's important to give the players freedom to do what they can do on the pitch.
"Ultimately, once they cross that white line, there's nothing I can do. I'll have a certain period at half time and I can influence the game with substitutions, but I like my players to play with freedom, and at the same time passion and discipline.
"Ultimately, I want my players to go out and enjoy their football."

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