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

Birch's appointment marks a return to football for the 51-year-old who was a key figure in Roman Abramovich's takeover of Chelsea in 2003 and has also been involved with both Leeds United and Everton.

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

"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."

There looks to be an imminent departure from Bramall Lane, however, with Blades winger David Cotterill set to join Swansea on loan with a view to a permanent deal.

Cotterill has dropped down the pecking order at United and manager Kevin Blackwell indicated he was willing to let him move on late last week.

Championship rivals Swansea were quick to register their interest in the Welsh international who is now expected to make a switch before the loan window closes on Thursday.

Swansea are believed to be ready to splash up to £1m on the 21-year-old to make any deal permanent in the January transfer window as manager Paulo Sousa looks to boost his squad.

Swansea chairman Huw Jenkins confirmed a deal was in the offing.

Jenkins said: "We are interested and we have been talking to Sheffield United.

"We are getting closer.

"We are certainly closer than we were last week, but nothing has been finalised as yet."