Madeleine McCann and Brian Kennedy

THERE hasn't appeared to be much room for sentiment in either the sporting or business world inhabited by Brian Kennedy. Top-flight Rugby Union is a tough, uncompromising sport and amassing a fortune estimated at £350m, virtually from scratch, requires a single-minded will to win. So it came as something of a surprise when 47-year-old Mr Kennedy, owner of Sale Sharks RFC and boss of the Latium group of companies, emerged as the mystery benefactor providing financial backing for the parents of Madeleine McCann, the four-year-old girl who vanished during a family holiday in Portugal's Algarve last May.

The disappearance of 'Maddy' from an apartment at the Ocean Club, Praia da Luz, and the anguish of her mum and dad, Kate and Gerry McCann, first over the loss of their daughter, then being accused of killing her by the Portuguese police, moved the Cheshire-based tycoon to help. Speculation had been growing for some time about the identity of the benefactor helping the couple meet the growing costs of their fight against the accusations made against them. Mr and Mrs McCann had vowed not to use the £1m donated by well-wishers to fund their global quest to find Madeleine for their legal fees.

But they feared they might have to sell their home in Rothley, Leicestershire, as they struggled to rebut the leaks and accusations made by the Portuguese police. When father of five Mr Kennedy was 'outed' as their benefactor, he said he had felt 'compelled' to support Kate and Gerry McCann though he had never met the couple nor had any form of contact. In his statement, Mr Kennedy said: 'In light of the quite literally incredible accusations against Gerry and Kate McCann, which are clearly exacerbating their emotional torture, I felt compelled to offer, along with other like-minded businessmen, financial support and the full logistical support of the Latium team. 'This will relieve the McCanns of the daily pressure of co-ordinating the legal teams that will expedite the clearing of Gerry and Kate's names, allowing all parties to refocus on finding Madeleine.

' When the inevitable media spotlight was turned his way, Mr Kennedy insisted: 'This is not about me, I don't want it to be about me. This is all about finding Madeleine and supporting her parents at this time. That is what I'm focusing on.' Mr Kennedy, whose standing in the Sunday Times' 'Rich Brian Kennedy co-owner of Sale Sharks has emerged as the 'mystery benefactor' providing financial backing to the parents of Madeleine McCann Words: Ray King  List' progressed from 15th to 13th between 2006 and 2007, his attributed worth increased from £250m to £350m, made his money through double glazing, home improvement companies and telecommunications.

Born in Edinburgh the son of a window cleaner, he opted for accountancy rather than university but made his mark as a salesman and then as a serial dealmaker. It's said that a chance conversation in Knutsford Wine Bar led Mr Kennedy to set up Genesis Communications in Trafford, later selling his mobile telephone operation to Dixons for £31m. Mr Kennedy, who married his wife Christine when he was 19 and lives in Swettenham, crossed the general public's radar when he bought Sale Sharks in 1999, just as Rugby Union was completing its transition from amateur to modern professional status within a formal competitive league structure. His ambition to grow one of the oldest clubs in England into a formidable force was clear from the outset.

Though one of the most successful teams in the north, fewer than a thousand spectators would watch them at their former Heywood Road ground in Brooklands. Mr Kennedy was to change all that. Though negotiations which might have resulted in a move to Manchester City's former (now demolished) Maine Road ground came to nothing, the Sharks instead switched to Edgeley Park when Mr Kennedy bought Stockport County. His new company, Cheshire Sport, envisaged soccer and rugby clubs sharing the 11,500-seat stadium. Sharks won the Guinness Premiership and the Twickenham play-offs in 2005-6, but after a run of poor seasons which saw Stockport County plummet towards the foot of League Two and rack up losses of £4m, Mr Kennedy handed ownership of the soccer club - and responsibility for its ailing finances - to the Supporters Trust.

Mr Kennedy revealed a little of himself in a recent interview, admitting that an attempt at semi-retirement in Majorca drove him and his family 'nuts'. 'I play the game; it's like playing rugby. You want to play so you want to win.' ¦ New chief executive THE Board of Sale Sharks is delighted to announce that has successfully concluded the search for a new CEO. The new chief executive will be James Jennings, currently group mergers and acquisitions director of Thomas Cook Group plc, one of Europe's leading International travel groups.

James joined Airtours plc (which subsequently changed its name to MyTravel Group) in 1996 where he held a number of senior management positions, before becoming group mergers and acquisitions director of Thomas Cook Group plc following the merger of MyTravel and Thomas Cook in June 2007. He was previously a director of Manchester-based corporate finance advisers, Rickitt Mitchell and Partners, specialising in advising leisure sector businesses.

Commenting on his appointment, James Jennings said: 'I am tremendously excited to be taking on the role of chief executive of Sale Sharks. The last five years has seen a period of great change and unparalleled success at the club, including winning the Guinness Premiership 2005/06 under Philippe Saint Andre. This success was built on the outstanding leadership of Niels de Vos, the continuing commitment of the owners, Brian Kennedy and Ian Blackhurst, the support of the Board and all employees, and the unwavering loyalty of Sharks’ fans.'