The club's Director of Rugby is Alex Sanderson, who was appointed in January 2021 following the departure of long-time manager Steve Diamond in December 2020.

This interest quickly faded and the anticipated increased crowds never materialised and relegation from the Premier Division loomed until rugby union-playing local businessman Brian Kennedy came to the rescue late in the 1999–2000 season.

Off the field, Peter Deakin was recruited from Warrington Wolves rugby league as chief executive to employ the skills he had used with the Bradford Bulls and Saracens, and he made an immediate impact in raising the club's profile until hit by the serious illness which claimed his life in February 2003.

Success was not immediate; Sale Sharks finished eleventh and tenth in the 12-strong Premiership table in the first two years of the new Millennium.

It took the coaching partnership of two former Sale players, Jim Mallinder and Steve Diamond, to produce a team that were 2002 runners-up and qualified for the Heineken Cup.

Scotland skipper Bryan Redpath was joined by Stuart Pinkerton, Barry Stewart, Graeme Bond, Jason White and Andrew Sheridan.

Apollo Perelini, known as "The Terminator" for his uncompromising style, joined Sale Sharks the day after helping St. Helens to victory in the Super League Grand Final at Old Trafford and the media had a field day when Jason Robinson, possibly the most exciting wing in the world in either code, moved to Sale from Wigan Warriors.

Following Mallinder's departure Sale appointed former French international Philippe Saint-André who had recently been turned down for the vacant position as coach of Wales.

New additions to the squad for the 2005–06 season included French prop Lionel Faure, Samoan back Elvis Seveali'i and Welsh number eight Nathan Bonner-Evans.

More and more injuries were picked up over the following months until Sale were left with only 17 of a 38-man squad fit to play in their final Heineken Cup match against Ospreys.

[8] On 19 August 2008, Juan Martín Fernández Lobbe was announced as the captain for the new season, replacing Jason White who was still recovering from an injury.

Captain Juan Martín Fernández Lobbe and cult figure Sébastien Chabal all bade farewell to the club at the end of the season.

[13] Former All Black forward Mike Brewer replaced Robinson as head coach, while Jones remained as Director of Rugby.

[14][15][16] Sale started the season well, but form faltered towards the latter half of the campaign, and Tony Hanks was fired as head coach after a defeat to Saracens.

2017/18 Notable signings: Faf de Klerk, Jono Ross, James O'Connor, Marland Yarde and the return of Will Cliff.

In January 2021, Sale confirmed that Saracens forward coach Alex Sanderson took over the role of Director of Rugby at the club.

Alex was quoted saying "I'm joining a club I know all about from my time here, but things have moved on massively since those days and the opportunity to come back home and achieve something special was just too good to turn down,".

In the Heineken Champions Cup after finishing Pool an 8th with one point, Sale went on to beat Scarlets away 57 – 14 in the round of 16 setting up a last-eight away tie at La Rochelle resulting in a 45 – 21 defeat.

That season saw academy prospects Sam Dugdale, Bevan Rodd, Arron Reed and Raffi Quirke all become first-team regulars.

For the second season in a row they were defeated by French opposition in the Champions Cup quarter final losing 41–22 to Racing Metro despite leading 10–6 at halftime.

[29] Notable leavers: Will Cliff, Jono Ross, Byron McGuigan, Akker van der Merwe, Coenie Oosthuizen and Ewan Ashman.

2023/24 Notable signings: Luke Cowan-Dickie, Agustín Creevy, Ernst van Rhyn and Sam Bedlow.

Notable leavers: Sam James, Manu Tuilagi, Agustin Creevy, Cobus Wiese 2024/25 Notable signings: Waisea Nayacalevu In December 2024, having not picked up a point away from home all season Sale defeated joint-league leaders on points, Bristol Bears, 0–38 at Ashton Gate.

In April 2006 the company announced a three-year, seven-figure extension to its existing main club sponsorship at a time when Sale was leading the premiership with McAfee principal front of shirt sponsor.

[39] In October 2020, Manchester-based cyber technology company VST Enterprises announced it has launched what it claims is the world's first interactive sports kit for the club.

The men's team wore a ‘maze’ style logo – called a VCode, positioned between the name branding on the front of their shirts for the 2020/21 season.

The Vcode, similar to a QR code, could be scanned by fans via smartphone, allowing access to exclusive content.

On 1 September 2021 Sale Sharks signed up to a new long-term partnership with online electricals store, AO,[40] which seen the Bolton-based retailer take over as the club's principal front of shirt sponsor.

AO also worked closely with the Sharks Community Trust, the club's charitable arm, to create and launch ‘Are you AO-K?’, a life-changing mental health programme in schools across the North West.

In August 2024, air conditioning company Carrier Solutions UK became the Principal Partner of the club, with their Toshiba brand becoming the front of shirt sponsor for four years.