Birch handed Blades role

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Sheffield United have appointed Trevor Birch as their new chief executive.

Birch joins the Blades from leading European sports marketing agency SPORTIVE, where he was chief operating officer.

Birch's appointment marks a return to football for the the 51-year-old after he was a key figure in Roman Abramovich's takeover of Chelsea in 2003.

United chairman Kevin McCabe was due to hold a press conference on Friday to provide detail of Birch's appointment.

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