The 51-year-old, will spearhead the the Championship club'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, it was announced today.

 

Birch was appointed COO when Sportfive restructured its operations in July shortly after the International Olympic Committee (IOC) appointing the company to sell the media rights for the 2014 Winter Games in Sochi and the 2016 Summer Olympics - awarded to Rio de Janeiro last month - across all distribution platforms, in 40 European markets, which excluded Britain, France, Germany and Spain.

 

The restructure coincided with Richard Worth stepping down as chief executive of Sportfive, whose corporate headquarters are in Zurich.

 

Birch's new appointment was announced by Sheffield United chairman Kevin McCabe who confirmed he is to hand over day to day executive duties in favour of Birch.

 

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

 

"His appointment completes our off-the-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."

 

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.

 

"The goal has to be the Premier League on a regular basis."

 

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 involved Shrewsbury Town and Chester City before moving into non-league football during which time he qualified as a chartered accountant.

 

Specialising in corporate restructuring Birch became a partner with Ernst & Young before joining Chelsea as chief executive having helped Roman Abramovich negotiate the £140 million takeover of the London club.

 

He went on to become chief executive at three other Premier League clubs - Leeds United, Everton and Derby County before joining Sportfive.

 

Birch takes up his appointment from December 1.

 

 

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