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Birch on the perch with Blades

Published: 20 Nov 2009 - 11:48:00

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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.