Since 2016, Liam has been working for UEFA (the union of football associations within/near Europe) as a Strategic Manager. He is part of a small team (UEFA Grow) that supports UEFA’s 55 members to grow the game strategically across key areas such as business development, organisational development, public affairs, and of course football! Liam leads on the public affairs work, which covers impact evaluation, impact investment and public partnership development. In 2017 UEFA Grow began developing an econometric based tool which puts a financial value on numerus benefits of amateur football. The model has been used in more than 40 countries and has been adapted for other team sports (rugby, basketball, floorball and badminton). Liam liaises with many international organisations such as the EU, WHO, Council of Europe etc on the many synergies between football and society. For the past two years, UEFA has been exploring impact investment models in amateur football. Partnering with UNESCO to advocate an outcomes based approach to investment has led to 6-7 outcomes based models being discussed across Europe.
Liam began working in sport in 2006. He was Head of Grassroots Football at the Football Association of Ireland until 2013 and moved to Switzerland to take a role with the World Boxing Organisation (AIBA) as Competition Director. Prior to sport, Liam taught theology at secondary and third levels for 6 years, spent 1 year in Lesotho as a volunteer teacher, and was a commercial fisherman for 5 years.
Liam has a Degree in Theology, a Masters in Ethics, a Masters in Education and is currently pursing a PhD in Business. He is also a UEFA ‘A’ licence coach.
Liam is married to Jolene and they have four children. Liam is bilingual (Gaeilge and English), and is attempting to learn German!