Maeve McMahon is the CEO of OFX in Ireland, with a remit covering half the world and a passion for sport. The company is the sponsor of the OFX Legends Golf event at Mount Juliet next month and Maeve also sits on the Board of the FAI. She will be a guest on the Sport for Business podcast in a few weeks time but we also had time to sit and chat recently about the importance of sport, sponsorship and more…
Rob:
Well, we’re here today because OFX is one of the headline sponsors of the Legends Tour event. It was held last year at Seapoint in County Louth, and this year it’s moved to Mount Juliet.
How important is it for a company like OFX to be involved in an event like this? What’s the strategy or thinking behind the partnership?
Maeve:
Great question. For those who don’t know, OFX is a global payments company. We actually started in the Northern Beaches of Australia back in 1998. Today, we’re a global business with nine offices and around 700 employees worldwide.
We entered the European market in 2020 by opening our Dublin office. At that point, OFX wasn’t a well-known name here. And, as you know, sport is big business in Ireland—even though we’re a small country.
So for us, getting involved in sport was about building brand awareness and giving our customers a more personalised experience with our brand—and with the Legends Tour.
Since we help businesses manage currency risk and move money around the world, partnering with a sporting event that also operates internationally just made sense. The Legends Tour has that global aspect, and it’s a good brand fit. When the opportunity came up, we didn’t initially expect to be the title sponsor, but the proposal from the Legends team was compelling—and after some negotiation, it turned into a great deal for us.
Rob:
And it seems like a great fit—especially since your customers are more likely to be high-end clients, maybe in the business sector. Golf is quite well-aligned with that demographic, right?
Maeve:
Exactly. Our target market includes small to medium-sized businesses—those with a turnover of up to €50 million—and they typically have some level of foreign exchange exposure. The decision-makers in these businesses often tend to be older and many are golf enthusiasts.
On the personal side, we also cater to high-net-worth individuals—people buying property overseas, for instance. The Legends Tour gives us a way to connect with both of those audiences in a unique and memorable way. It’s not just a logo on a banner. It’s about giving our clients access to exclusive experiences—like playing in the Pro-Am, getting inside the ropes, and enjoying that “fan meets business” experience with the legends they grew up watching on TV.
Rob:
And the players are incredibly accessible—it’s a relaxed, friendly environment with great stories and a bit of banter in the clubhouse. That has to add a lot of value beyond just business benefits.
Maeve:
It does. It’s a brilliant atmosphere, and our customers love it. The Legends Tour is quite unique in that participants can actually compete alongside the pros. Now, I wouldn’t take that on myself—those pros are seriously good! You’d want to be a single-figure handicapper.
But offering our clients the chance to play with the likes of Ian Woosnam or Colin Montgomerie is really special. It’s the kind of experience you just can’t buy elsewhere.
Rob:
And speaking of golf—you’re not bad yourself! How’s your game these days?
Maeve:
I’m competitive, Rob—definitely competitive. My handicap index is 23.5, so on a course like Mount Juliet, I’d be playing off 27 or 28. I’d love to get that down to 18, but with my schedule, it’s tough to find the time to play regularly.
Still, I love what golf gives me. It’s a break from the chaos of life and work. When I’m out on the course, I can switch off completely and just enjoy the nature—and focus on getting a tiny ball into a hole. Simple, but so satisfying.
Rob:
Absolutely. And it’s such an inclusive sport—people of all ages and skill levels can enjoy it, and the handicap system keeps things competitive for everyone.
Maeve:
Exactly. Last year at Seapoint, I played with Ian Woosnam. It was such a relaxed round—he made me feel at ease, and even as a high-handicapper, I felt like I could contribute. That’s the magic of this tour.
Rob:
And there’s real star power on the Legends Tour. You mentioned Ian Woosnam—he hosted an event in Barbados—and then there’s Colin Montgomerie and so many others. For people of a certain vintage, these are household names.
Does being part of that bigger global network add extra value for OFX?
Maeve:
Definitely. Our partnership with the Legends is global. We support them in moving money around the world—whether they’re hosting events in Barbados, Vietnam, or Europe. So, we manage their foreign exchange needs for suppliers and help repatriate funds back to their base currency, which is Sterling.
In Ireland, we’re the title sponsor, so we get the branding and playing rights here. But we’re also involved in events in Scotland and England—Aberdeen in July, and a UK event in August. These are our key markets, and this partnership allows us to have a stronger presence in all three.
Rob:
And I imagine that also makes it easier to explain your business—actually showing how you operate in real-world terms?
Maeve:
Exactly. It’s a brilliant way to bring our services to life. The approach to get involved came through a marketing agency that was working with the Legends and other brands. When I met the Legends team, the chemistry was instant. It was just such a good fit, and I told my boss in Sydney, “We’ve got to make this work.”
He even came over last year—he played in Hanbury Manor in the UK, and he’s planning to come to the Scottish event this year. Unfortunately, he can’t make the Irish event because it clashes with our AGM—but I think our shareholders will understand!
Rob:
Yes, probably best not to miss the AGM for a round of golf, no matter how nice Mount Juliet is! But since the business started in Sydney, and there’s such a strong sporting culture in Australia, do you get involved in sport sponsorships back home as well?
Maeve:
We do, but the approach varies by market. In Australia, the brand is more established, so our marketing is a bit different. But sport is always a key theme—it connects people, creates memorable experiences, and builds trust. So wherever we are, if it fits the brand and the audience, we explore it.
Rob:
Sport has clearly played a significant role in your life. When the opportunity came to join the Board of the Football Association of Ireland, what motivated you to say yes?
Maeve:
It was an interesting one — I’d say my hand was maybe twisted a little! I was approached by an agency working with the FAI at a time when the board was looking to bring in independent, non-executive directors — especially women. There was a vacancy in commercial, and they were seeking someone with strong experience in sponsorship, brand, and marketing. That’s been my world for most of my career.
I wouldn’t say I was chosen because of my football knowledge — although my daughter did play competitively for a while — but that’s actually the point. The value of independent directors is bringing outside perspective and business acumen, not sporting opinion. There’s always plenty of that around the table! My role is to ask the questions others might miss, especially when tensions are high or assumptions are deeply held.
Rob:
You’ve now been with the FAI for nearly two years. How has that experience shaped your perspective on football and on governance more broadly?
Maeve:
It’s been fascinating. The organisation is evolving — you can see progress being made every day, particularly in governance and in how the business side of football is run.
What’s really struck me is how football in Ireland is governed. It’s a member-based organization, and the General Assembly ultimately holds a great deal of influence. Add in stakeholders like Sport Ireland, government bodies, commercial partners, and of course, grassroots volunteers — it makes for a complex but incredibly rich environment. Managing those relationships and keeping everyone aligned is a real challenge, but also a great learning experience.
Rob:
The women’s team has had a remarkable few years. What’s it been like watching that evolution from the inside?
Maeve:
I joined just after the World Cup, so I wasn’t there for the tournament itself, but it’s been such an exciting journey. The visibility, the energy, the talent — it’s been a joy to see it unfold. And it’s been especially rewarding to play a part in helping them gain more commercial support and recognition.
That’s where I feel I can add value — by asking why the women’s game doesn’t receive the same exposure as the men’s. Often the answer comes down to commercial structures, but we’ve made significant strides. The progress has been real, and it’s inspiring to be part of that transformation in Irish football.
Rob:
Have you always been passionate about football, or has this role changed your relationship with the sport?
Maeve:
I’ve always appreciated sport, but not necessarily football in particular. This experience has opened my eyes.
I was at the Aviva Stadium for the Nations League playoff when Ireland beat Bulgaria. Over 40,000 fans, electric atmosphere — it was incredible. But the most moving moment for me was watching the Irish women’s team play Northern Ireland at the Aviva for the first time. That was a historic moment.
And I’ve really come to love the domestic game as well. The FAI Cup Finals — they’re phenomenal. The passion, the fans, the community — it’s something special. Football has a real ability to bring people together in a unique way.
Rob:
You’re also deeply involved in business leadership. Does sport serve as a release for you from your day job, or do you find the two worlds overlapping?
Maeve:
A bit of both. Sport is absolutely a release for me. I did a lot of sport as a child and into my early twenties. Then, like many people, I drifted away from it for a while. But when I was back in London working at NatWest, I got back into it with a personal trainer and a real routine — strength training, gym sessions, structured programs. That physical outlet became essential for my mental wellbeing.
Now, I can feel it if I haven’t moved or exercised — and I can see it in my team too! I’ll often say, “Have you gone for a run today?” It clears the mind and helps with stress.
But beyond that, I think high-performance business teams and elite sports teams have a lot in common. You set a goal — whether it’s expanding into Europe or winning a tournament — then you train, get feedback, build resilience, and support each other. The mindset and discipline required are very similar.
Rob:
In 2023, you were named one of the Sport for Business AIG 50 Women of Influence in Irish Sport. Do you feel a sense of responsibility or pressure being viewed as a role model?
Maeve:
I wouldn’t say it weighs on me, but I do take it seriously. When you reach a certain point in your career, you have to think about what you’re giving back — whether it’s through volunteering, mentoring, or opening doors for others.
In business, I mentor a lot of women and encourage them to step forward. It’s about throwing the ladder back down. In sport, the same applies — we need more women involved in leadership, governance, coaching, all levels. If I can help open those paths, I will.
Rob:
What role has sport played in your own family?
Maeve:
It’s been hugely important. My parents got me involved in sport from a young age, and I’m grateful they did. It taught me structure, resilience, and kept me focused through my teenage years.
As a mother, I’ve tried to do the same. My daughter is very active in sport, and it’s wonderful to see how much she’s embraced it. Sport has shaped who I am, and I believe in paying that forward — whether that’s through volunteering, mentoring, or simply saying “yes” when an opportunity to support sport comes your way. Even if, as my husband says, I say yes a little too often!
Rob:
Last question — what’s your leadership mantra or guiding principle in all of this?
Maeve:
Stay curious, keep learning, and know that the moment you think you know it all is the moment you begin your descent. Leadership is about service, adaptability, and building something that lasts beyond you. Whether that’s in sport or business — or ideally, both.
Further Reading for Sport for Business members:
The Golden Story of Sponsorship at the Masters
SPORT FOR BUSINESS PERSPECTIVE
Great to chat to a business leader with a genuine love of sport and a willingness to share leadership lessons.
WHAT’S UP NEXT?
The OFX Legends Event at Mount Juliet starts on May 12th.
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