Keith has a lifetime experience in sports marketing, brand engagement, strategic planning and sponsorship management. He has worked with international brands such as O2, Nike, Diageo, Royal Bank of Scotland, MasterCard and Accenture in the area of sponsorship, strategy and marketing implementation. He has been instrumental in the successful delivery of a range of sports and community facility projects and continues to commit time to a wide range of community projects. Keith holds an honorary doctorate from the University of Limerick for services to Sport and was the inaugural winner of the IRB World Player of the Year in 2001.
He is a Patron of Special Olympics, Chair of the Healthy Ireland Council and Patron of the UNESCO Chair for Inclusive Physical Education, Sport, Recreation and Fitness in Tralee IT. His business interests include ORRECO, a Bio-marker Data analysis company for elite athletes, and Spin South West, a regional radio station.