The company behind the success of the Telstra Dome in Australia, Coventry's Ricoh Arena and Cardiff City's ground has turned its focus to South Yorkshire's newest football stadium.

Empire Stadiums has been appointed by Rotherham United Football Club to drive forward the development of the £20m New York Stadium bringing jobs and investment to the town. It will work with Rotherham's commercial team on corporate seating, match day promotion, sponsorship and naming rights for the 12,000-seater stadium.

Photo: (L-R) Paul Smith, Rotherham Metropolitan Borough Council, Angela Edwards,

Ashley Donlan, managing director of Empire Stadiums, said: "We are proud to be working with Rotherham United. It is rare to find a family owned club in football and we are privileged to be a part of the Millers family.

"Our aim is to make the New York Stadium the place to be on a Saturday afternoon - from families to local business. This stadium will be a special place for a special town and we want everyone in Rotherham to have the opportunity to be a part of this."

After four years based at Don Valley Stadium, in Sheffield, the Millers will return to Rotherham for the 2012/13 season to play at their iconic new home ground. The New York Stadium is being constructed on the former Guest and Chrimes factory site, which created the first New York fire hydrants to be exported to the United States and led to the area becoming known to locals as New York.

The stadium site, bordered by the River Don and the railway line, will be located next to the new Civic Offices alongside Main Street, where the Empire Stadiums team is based. Empire recently held a recruitment day for various sales and marketing roles at the New York stadium, which attracted more than 150 local people.

Ashley added: "We have more than twelve years experience managing the sales and marketing for leading stadia in both Australia and the UK. Through a mix of corporate seating, sponsorship and match day promotion we have successfully helped to increase revenue for the likes of Swansea, Brighton and Cardiff.

"But we recognise that every town and city is different and requires a unique approach, which is why we want local people involved in shaping the match day experience for Rotherham to maximise revenue for the club. It is about utilising the Rotherham United FC and New York Stadium brands and facilities to positively influence the local community, generating business in times of austerity."

The New York Stadium is Empire's third project in Yorkshire having also worked on the KC Stadium in Hull and Doncaster's Keepmoat Stadium.

Tony Stewart, Rotherham United chairman, said: "Empire Stadiums is the market leader and has worked with some of the top sporting clubs across the UK so we are delighted to have them on board as part of the Rotherham United family.

"Our vision is that not only will the New York Stadium be a great Arena to play football in but it will also be a superb facility and unique landmark within the town centre and Empire can help us to achieve this success."

Photo: (L-R) Paul Smith, Rotherham Metropolitan Borough Council, Angela Edwards, project director, Empire Stadiums and Steve Lewis, Rotherham United's head of commercial.

Posted on 10/02/2012