Numbers add up for Millers

BUOYANT off-the-field business is helping Rotherham United's efforts to establish strong foundations in English football's ultra competitive second tier.

In terms of revenue, the club is dwarfed by the Championship's big hitters, many awash with Premier League parachute payments that run into many millions.

But as the Millers explore the possibility of extending the AESSEAL New York Stadium, they do so in the knowledge that they are prizing the absolute maximum from the facilities there.

The commercial and hospitality side both do extremely well and plans to expand the banqueting areas on two floors of the West Stand as part of the changes will provide another financial shot in the arm.

It is all good news for the commercial staff and commercial director Steve Coakley, enjoying his return to the club after a spell at Sheffield United.

“From a commercial perspective we're in a really good place,” Steve told the Advertiser.

“We do 600 covers a match and we are selling out regularly.

“The stadium naming rights are secured for a minimum five years and all the stands sponsorship for a further three years. The sponsorship for the front and back of the home and away shirts is also signed, sealed and delivered and we'll have a training wear sponsor for the first time in the club's history."

With hospitality numbers as a rule based on five per cent of a stadium's capacity, the proposed extension is necessary should there be a rise to 16,000.

There's a further meeting with the architects planned for this week and due to the scale of any ground expansion work, at least some would likely take place while the season was in progress.

In the meantime Steve and the staff who keep the cogs at the club running behind the scenes are taking stock after what has been an eventful, success-drenched three years at the NYS, and looking forward to doing their bit to help maintain a place in the Championship.

Steve said: “With the Financial Fair Play regulations, you really do need to maximise everything you can from a commercial perspective and we're still working hard to put new initiatives in place.

“We have our own challenges now competing with former Premier League clubs with parachute payments but we'll continue to look at how things can be improved.”