A figure well-known to English football and a major player in the sports rights business is to become the new Chief Executive of Sheffield United.

TREVOR BIRCH joins the Blades from leading European sports marketing agency SPORTFIVE, where he was chief operating officer.

The experienced 51 year old, who came to international prominence at Chelsea in 2003 when he helped put together the £140m takeover of the London club by Roman Abramovich, will be at the helm of United's drive to return to the Premier League and the continued development of the club's unique business model which features partnerships with a number of worldwide clubs.

The appointment was announced yesterday by Sheffield United Chairman Kevin McCabe who confirmed he is to hand over day to day executive duties in favour of Mr. Birch.

"Trevor has a great reputation and is highly experienced in the football, sports and leisure industries," said Mr. McCabe.

"His appointment completes our off-field team. Trevor brings many qualities, contacts and knowledge of the game. He will have direct liaison with our team manager and work closely with the board, the executive team and myself in realising the potential of Sheffield United."

Commenting on his appointment, Mr. Birch said: "This is a wonderful opportunity to work with a progressive and ambitious Championship club. It has a terrific fan base with exciting and diverse plans to deliver a sustainable business with football at the core.

"Sheffield United has a strong tradition and name in the game, and I cannot wait to play my part in contributing to taking the Club and the business forward.

"The Blades need to be playing in the appropriate environment and the goal has to be the Premier League on a regular basis," added Mr. Birch.

Mr. Birch has seen both sides of the game. A former player, he had a spell with Liverpool, carrying the tag as the last player to be signed by the great Bill Shankly. His playing career also took in Shrewsbury Town and Chester City before moving into non-league football during which time he qualified as a chartered accountant.

Specialising in corporate restructuring, Mr. Birch became a partner with Ernst & Young before joining Chelsea as chief executive. He went on to become chief executive at three other Premier League clubs - Leeds United, Everton and Derby County before joining SPORTFIVE.

Mr. Birch takes up his appointment from 1st December.