Elma Beirne is the Commercial Director of Line Up Sports and is tasked to grow the commercial & sponsorship side of the business across Line Up Sports athlete, brand, rights holder and agency relationships.

Elma has a wealth of both commercial & sporting knowledge and the educational background having worked for the last twelve years in Leinster Rugby, Football Association for Ireland, PRO14 Rugby and more recently UEFA. Elma has a first class honours in Rugby Management from UCD as well as degrees from WIT in Sport and Recreation. Elma is currently lecturing in UCD on the Sports Strategy module of the Sports Management Degree and is a regular guest lecturer for WIT, UCD and DCU in the undergraduate and postgraduate sports courses.

Elma is no stranger to advising and mentoring having qualified as a Life, Business and Executive coach and is also an addiction coach. Elma opened her own coaching practice in 2021 where she works with clients from Managing Directors to athletes on how to best achieve their goals and future ambitions.