Louise Cassidy is the Director of Marketing and Communications at the FAI. She was appointed to the role in June of this year and now leads out on all areas of marketing and communications.

She joined the Association having been Head of Grocery Marketing at Dunnes Stores. She had been there barring a short spell at Tesco Ireland, since 2011.

With experience working with some of Ireland’s most iconic brands, she now spearheads the evolution of the Irish football brand, establishing it on the international stage and shining a light on the development of the sport from grassroots up to the national teams throughout Ireland.

She has a strong emphasis on customer insights and creating a quality consumer experience, and bringing the science that is applied to supermarket retail into the sporting world will doubtless be a winner for Irish football fans.

She is an honours graduate with a Business and Management Degree from The Dublin Institute of Technology and followed this with a First Class Honours Degree in Marketing from the UCD Michael Smurfit Business School.

See who else has been named on the list alongside Louise Cassidy by clicking on the image below.




This is the tenth edition of our Sport for Business listing of 50 Women of Influence in Irish Sport.

Read more about the list and nominate who you think should be a part of it in 2022.

We are proud to do so again this year with AIG, an organisation that has pledged its commitment to equality in its partnerships with Gaelic Games, Tennis, Golf and more, for whom “Effort is Equal” and with whom we have ambitious plans to extend the reach of this annual celebration of the Women who are making a difference.

This year’s list will be drawn as before from the worlds of leadership, partnership, storytelling, and performance.

We began this journey in 2013 when challenged that we would never be able to produce a list of twenty Influential Women in Irish Sport. The 20 stretched to 30, then 40 and 50 and it still does not do justice to the talent that is out there.

This year once more, to keep things fresh we will introduce at least 30 percent of fresh names from last year. That will be the hardest part to have some names replaced but if it was too easy it would be of less value.

The list we will continue to build over the coming weeks is a snapshot of those women who are making a mark on how sport is played, consumed, grown and delivered.

They are part of making the role of women in sport unexceptional by being exceptional in what they do.