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The multi purpose venue now generates more non matchday revenue than Chelsea which will have been a major attraction for Lancashire, who are constantly looking to maximise the use of Old Trafford.

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The 43 year old, who for the past six years has filled the same role at Coventry's Ricoh Arena, will take over at Old Trafford from Jim Cumbes, who is retiring in December.

He takes over the Red Rose reins at what looks like an ideal time, with the 32m redevelopment of the ground almost complete, international cricket secured Nike Air Force 1 Low Black Gum

And it has now become a major concert venue, with Coldplay, Take That, Bon Jovi and Oasis all attracting sell out crowds there over recent years.

And last year Gidney was flown to Rome to address Italian Nike Air Force 1 Flyknit Low

He re joined Lancashire as sales and marketing manager in 1987 before taking over as chief executive in 1998.

"Stadiums need to look at different ways of attracting different types of visitors when there isn't a match taking place."

As a goalkeeper, he won the League Cup with Aston Villa, as well as playing against George Best and Pele after joining American side the Portland Timbers.

And as a bowler he played for Lancashire, Surrey, Warwickshire and Worcestershire.

But there are challenges ahead. Although the club's recent financial problems caused mainly by the legal battle over the redevelopment of the ground are easing, county cricket as a whole is struggling, with crowds continuing to fall. So generating extra revenue off the field is key.

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"Daniel's experience and track record in overseeing a highly regarded sporting venue will serve our business well as we embark on a new and exciting era," said Lancashire chairman Michael Cairns.

His start date has yet to be finalised but Gidney's appointment brings to an end a long search for Lancashire, who hired a team of head hunters to find the right man Nike Air Force 1 Low Olympic to lead what is now no longer just a cricket club but a business which last year had a turnover in excess of 11m.

football clubs including AC Milan, Juventus and Sampdoria on how to increase revenue from their stadiums.

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the club's chief executive.

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´╗┐Lancashire name new chief executive

Gidney also played a major role in taking Olympic football to the Ricoh Arena, which will also host matches in the 2015 rugby World Cup.

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"With the next stage of our development due to be completed next year and the much anticipated return of the Ashes next summer, Daniel is joining Lancashire at a key moment in our history."

Birmingham born Gidney's background is in sports marketing and leisure and was last year named Midlands Business Person of the Year for his work at the 113m Ricoh Arena, which is home to Coventry City.

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Nike Air Force 1 Low Olympic

"Jim was a key member of the team throughout what has been a monumental period for the club which saw us ultimately overcome a number of potentially devastating hurdles to be in the position where we are today having a world class stadium, club and business that we can all be proud of," said Cairns.

Daniel Gidney is the man charged with guiding Lancashire into a new era after being named as Nike Air Force High-Top

"The clubs in Serie A wanted to find out more on a range of subjects from improving customer service on matchdays to the finances which can be generated from running a football venue 24 hours a day, 365 days of the year through other events," said Gidney.

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The club are looking to sell the naming rights to Old Trafford, and have plans to extend their hotel and indoor cricket centre. Sport his worries about the future of county cricket, has delayed his retirement for three years as he oversaw the redevelopment of the ground, including the costly legal battle with Derwent Holdings over the planning application. He is one of a rare breed who have played professional football and cricket.

for at least the next five years, the Ashes returning next season and Lancashire's 1,000 seater hospitality suite The Point continuing to thrive.

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