Rutten vows to dig PSV out of their rut

PSV Eindhoven kick off their UEFA Europa League campaign on Thursday evening at home to PFC Cherno More Varna with new coach Fred Rutten determined "to redirect the negativity of last season towards a positive year".

Forgettable season
For the first time since 1996/97, PSV will play no part in the UEFA Champions League following a season which saw them end a run of four straight Dutch titles with a relatively miserable fourth-placed finish in the Eredivisie. Having endured a grim season of his own at FC Schalke 04 in 2008/09, former FC Twente boss Fred Rutten is now looking to start on a high at his new club.

'High demands'
"We want to make high demands of each other," said the 46-year-old. "The goal is to redirect the negativity of last season towards a positive year. We want to go for prizes in all competitions, so I am demanding a lot from the footballing side of the club while looking to preserve the family atmosphere we have here. That is a process which demands clarity at every level of the club."

Bulgarian experience
The arrivals of André Ooijer and Orlando Engelaar – who had played under Rutten at both Twente and Schalke – have bolstered PSV's ranks with top Dutch talent. Right-back Stanislav Manolev may draw some extra attention in the run up to the game, having faced Cherno More relatively recently with PFC Litex Lovech prior to completing his move to Eindhoven on Saturday.

Fond memory
Manolev scored the only goal as Litex beat Cherno More 1-0 in the 2008 Bulgarian Cup final. "That header was the highlight of my career so far," the five-times capped 23-year-old recalled. "Cherno More have been impressive in Bulgaria in recent years; their more experienced players help the younger ones in the team. But if PSV take the match seriously, I expect a convincing victory."

Professional attitude
Given Rutten's determination to make a good first impression, it is hard to imagine PSV slacking off. "You have to approach these kinds of hurdles with total conviction," said the coach, who was Guus Hiddink's assistant at PSV from 2002 to 2006. "There should be no talk of underestimation or any other similar term. That is not professional. One has to be very mature in that."