Robson began his management career as a player-manager with Middlesbrough in 1994, retiring from playing in 1997. In seven years as Middlesbrough manager, he guided them to three Wembley finals, which were all lost, and earned them promotion to the Premier League on two occasions. Between 1994 and 1996, he also served as assistant coach to England manager Terry Venables, which included Euro 96. He later returned to West Bromwich Albion for two years as manager, helping them become the first top division team in 14 years to avoid relegation after being bottom of the league table on Christmas Day. Less successful have been his short-lived spells as manager of Bradford City and Sheffield United, the former lasting barely six months and ending in relegation from what is now the EFL Championship, and the latter lasting less than a year and seeing his expensively-assembled side fail to challenge for promotion to the Premier League. On 23 September 2009, Robson was appointed manager of the Thailand national team. He resigned on 8 June 2011. On 1 July 2011, Robson was appointed "Global Ambassador" at Manchester United.