Louth Town have been thrust into the football limelight by unveiling former Manchester United boss Ron Atkinson as their new vice-president.

The astonishing appointment forms part of the White Wolves' ambitious plans to continue their rapid rise up the non-league game.

The signing of Atkinson, who also managed Aston Villa, Nottingham Forest and Sheffield Wednesday during his career, came through his long-time friendship with Bernard Bale – the club's new development consultant.

Bale, a former Fleet Street journalist and BBC broadcaster, has worked in football with Aberdeen, Hull City, Livingston, West Ham United, Real Mallorca, Everton and Manchester United.

And after watching the White Wolves last season, he has ambitiously targeted guiding the Park Avenue-based club to the Football League in the next seven years.

"I have joined forces with Louth because the club is going places, has great spirit both on and off the pitch and, quite frankly, is a breath of fresh air in today's rather stale football world," declared Bale.

The Whites Wolves, who are managed by Paul Walden, will play in the Northern Counties East League Division One this season after winning the Central Midlands League Supreme Division title.

Bale's ambitious plans include a club shop in the town and the possibility of launching their own radio station. But the most eye-catching news for Town fans will be the appointment of Atkinson.

"This is not a joke," confirmed Town secretary Dave Wilson.

"Bernard has known Ron for a long time. Ron's on holiday in Tenerife at the moment, but I'm told as soon as he gets back, he's planning to come to a game."

Atkinson also forged a career as a football pundit and, at one stage, was regarded as one of the voices of the game. But he made headlines for all the wrong reasons in 2004 when he resigned from ITV after he broadcast a racial remark live on air about the black Chelsea player Marcel Desailly.

"I can remember when we played the old Louth club in a cup match some years ago and we won 8-0," said Atkinson. "I bet that wouldn't happen now, no matter who Louth Town play.

"I love ambition and I have been kept informed of the White Wolves' progress since they started just a few years ago. It is a real tale of adventure and there is only one direction they are going in – up and up.

"I am looking forward to coming up to Louth to see them."