Sale Sharks have appointed Jeremy Butler as their new General Manager.
The former Tranmere Rovers Chief Executive starts work at Manchester's rugby club this week.
Butler, 46, ran a sports media business for 20 years before taking charge at the League Two Football Club.
He led a commercial team that saw Tranmere Rovers increase season ticket sales and gain a significant rise in commercial revenue.
Sale Sharks Managing Director Jonny Kennedy said: "We have taken a strategic decision to bolster our off-pitch operations and Jeremy will play a lead role in achieving our goals.
"He has a track record of fan engagement, increasing commercial revenues and successful marketing initiatives, and we believe he will be a real asset for the Sale Sharks."
Butler will work alongside Head of Sponsorship Andrew Lamb as the club build up to next season.
Butler said: "Sale Sharks has a fantastic worldwide reputation as a top class rugby club that represents the true values of the sport on and off the pitch.
"The board are looking to drive the club forward and this is an exciting time to be involved in a prestigious organisation that has a reach right across the north-west.
"We are also in a World Cup year and there is a great opportunity to engage with new rugby fans as well as give SME's and major corporations a platform to promote their brand at a time when rugby will take centre stage in the United Kingdom.
"But before that big event we have our own unique occasion to celebrate with long-serving winger Mark Cueto playing his last home game for the Sale Sharks against Newcastle Falcons on Saturday May 9.
"I would urge all fans of the game to come along and give him a great send off."