Mark Dixon replaces Peter Howard who recently retired from the post after 15 years.

Mark was appointed to the board of directors at the Shrimps in November 2008 and said he was "delighted" with his promotion.

"Following in the shoes of Peter Howard will not be an easy task since he did a great job for the club over the last 15 years," said Mark.

"I really look forward to working on the 'End of an Era' project which recognises our final year at Christie Park. Thereafter, there is the exciting challenge of working within our new stadium.

"I look forward to both meeting with existing sponsors and at the same time also reaching out and securing new sponsors for the football club."

Peter McGuigan, chairman of Morecambe, said: "I welcome Mark's appointment as commercial director of Morecambe Football Club.

"We are currently investing millions of pounds on our new stadium and it is absolutely essential that we have a structure which enables us to maximise our commercial income."

Mark has worked in senior positions with Umbro and Mitre, has worked with the English FA and the national team, and has contacts through every level of football right down to grass roots level.

Previously he was general manager of Perry Ellis International and was UK sales manager of PING golfwear,