Rotherham have appointed the company behind the success of the Telstra Dome in Australia, Swansea's Liberty Stadium and Coventry's Ricoh Arena, among others, to help with the development of their new stadium.
Empire Stadiums, one of the leaders in stadium marketing, will drive forward the npower League Two club's new £20million New York Stadium and help bring jobs and investment to the town.
Empire will work with Rotherham's commercial team when it comes to corporate seating, matchday promotion, sponsorship and naming rights for the 12,000 all-seater arena, which is due to be ready for the 2012/13 season.
Ashley Donlan, managing director of Empire Stadiums, said: "We have more than 12 years' experience managing the sales and marketing for leading stadia in both Australia and the UK. Through a mix of corporate seating, sponsorship and matchday 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 matchday 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."