From The Star.....
SHEFFIELD United's new chief executive Trevor Birch believes Bramall Lane should represent an attractive destination for potential investors.
But Birch, who brokered Roman Abramovich's takeover of Chelsea in 2003, warned the Championship club are among a number of sporting institutions chasing fresh streams of revenue in order to progress.
Citing United's global portfolio of interests, which include Hungarian giants Ferencvaros and Chinese top-flight outfit Chengdu Blades, as a feature which could help them stand-out from the crowd, he said: "In my view, outside of the Premier League, United is one of a small number of clubs that is worth a punt on in terms of its infrastructure, it's support base and it's chances of promotion.
"The people here have built a business model which is different to many others.
"What you would be buying into here is hope and potential without the cost of getting involved in the Premier League."
Birch was speaking during a media conference yesterday convened to announce his arrival.
A former player with Liverpool, Shrewsbury and Chester, he is qualified accountant and rose to prominence when the Russian oligarch purchased Stamford Bridge.
Despite being viewed as a specialist in helping save financially stricken clubs following his efforts at Leeds, Birch, who officially starts work on December 1, insisted his latest challenge is completely different to the ones he faced in the capital and Elland Road.
"I'm looking forward to helping build a long term strategy here," Birch, who revealed there have already been "one or two" expressions of interest in United from parties looking to get involved in the English game.
"Patience is key and you can't take anything for granted.
"Success will be getting this club back up because it has everything going for it other than that Premier League place.
"But it would be wrong to put a timescale on things."
Business interests often conflict with those of the dressing room but Birch stressed his footballing background enabled him to ensure United's decision-making process would be sympathetic to the playing staff.
And there were words of support for manager Kevin Blackwell as he bids to secure United's first win since September against Peterborough this afternoon.
"I rate Kevin as a manager very highly," Birch, who worked with Blackwell at Leeds, said. "I know he's very hard working and that is teams are organised and disciplined.
"He's been terribly unlucky with the injury situation and it's difficult to judge him when he's not got the tools he needs in terms of player fitness."
United, who have creaked under the weight of a horrendous casualty list in recent weeks, hope to rectify that situation during the January transfer window.
Chairman Kevin McCabe, who stressed he was looking for a "partner investor" rather than a attempting to sell the club, said: "We are working on money for then as we speak."
