Pictured: Barry Fry speaks out about West Ham director of football rumours despite charm offensive

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West Ham United are in the process of appointing a director of football as part of an overhaul behind the scenes.

West Ham will appoint an experienced director of football at the end of the season in a bid to head off criticism from fans of their recruitment strategy.

Supporters are angry over what they feel is a string of broken promises from transfer spending to their move to the London Stadium.

Hammers fans aired their frustrations during the 3‑0 home defeat to Burnley last month when some supporters invaded the London Stadium pitch to protest against co-owners David Sullivan and David Gold and their vice-chairman Karren Brady.

One of their biggest bones of contention has been the club’s transfer policy since the big move to Stratford which was used by the owners as their raison d’etre in leaving Upton Park.

Sullivan, who has been directly involved in signings and dealing with agents, has confirmed he will take a step back and hand the responsibility to an experienced figure when revealing the recruitment overhaul, as previously reported by HITC.com.

Speculation has been rife over who will be appointed to the Hammers role with the likes of Harry Redknapp linked.

The next name to be linked was former Birmingham City boss Barry Fry – who worked under Gold, Sullivan and Brady at St Andrews.

Social media was awash with speculation Fry was being lined up for the role after he was spotted in the directors box for Saturday’s crucial 3-0 win over Southampton and was quoted lavishing praise on the fans and club by supporters’ website Claret and Hugh.

But the same site has now quoted Fry distancing himself from the role.

“It’s amazing how this stuff gets started, unbelievable,” Fry told Claret and Hugh.

“I love West Ham as a club and as the Posh had played on Friday night I was pleased to be able to support the Davids and Karren Brady at the Southampton match.

“But lovely idea it might be to become the director of football at the London Stadium, it’s not going to happen. I’m a bit long in the tooth for that and there is absolutely no chance of it happening.”