A graduate from the Sport Coaching degree programme at University of the West of Scotland (UWS) is working at the FIFA World Cup 2026 tournament as a liaison officer for Sweden men’s national football team.
Ross Keenan, who has been based in the USA since graduation from UWS in 2014, is relishing the temporary role. “Living in Atlanta, the opportunity to go watch the world’s biggest football tournament was an exciting prospect, however I could never have imagined that I would have been this closely involved in the World Cup and essentially part of a European team’s delegation!” commented Ross.
The Liaison Officer role is something Ross has previous experience of when he was living and studying in Scotland. “I actually used to do this type of role before with the Scottish Football Association (SFA) while I was studying at Clydebank College and doing my degree at UWS,” continued Ross. “I would work with U15 or U17 International teams that travelled to Scotland for UEFA Qualifiers or friendlies against Scotland.”
Now Director of Coaching at Georgia Impact Soccer Club in Canton, Georgia, he was contacted by a recruiter from FIFA World Cup 2026 on LinkedIn and three zoom calls later he was assigned the role of Team Liaison Officer for Sweden.
“The experience has been incredible, I’ve been involved in the professional environment before when coaching on the youth side with the MLS side Atlanta United, but this is next level.
“My role involves being around the team 24/7, staying in their team base camp in Dallas, Texas, and travelling with them to Monterrey and Houston before our final group game in Dallas. I will then continue with the team for as long as they are in the tournament.
“I act as the primary point of contact for FIFA and all other relevant stakeholders on all matters related to Sweden. I’m responsible for ensuring that all operations run smoothly from transport, charter flights, accommodation, training venue and game day as needed and helping the team manage all daily activities.
“My only challenge now will be the potential conflict of Sweden facing Scotland in the round of 32!”
