A Conversation with...Supporter Liaison Officer Dan Devine

In the effort for the Cymru Premier to run more professionally, the Football Association of Wales have introduced Supporter Liaison Officer roles for all Cymru Premier clubs, and Dan Devine was appointed in this role earlier this year for Haverfordwest County. Read on as we get to know Dan and what the role he does means...

Thanks for agreeing to this Q&A, Dan. Tell us a bit of your background and where your love of football has come from?

DD: I was never really a big football fan — rugby was always my sport growing up. I was lucky enough to play in some incredible places during my time in the military, and when my playing days came to an end, I moved into refereeing. That became a new passion, and I was fortunate to be mentored by none other than Nigel Owens as I worked to establish myself in the Welsh leagues. Unfortunately working shifts and starting my own family along with other things it all became a bit too much in terms of travelling and I had to hang the whistle up.

My love for the round ball began about eight years ago, when my youngest son, Riley, asked if we could go watch Haverfordwest one evening. The rest, as they say, is history — and now football has completely taken over our house!

What did the journey entail, from being a fan to chairman of the Supporters Association, to now SLO and Academy coach?

DD:  It’s been quite a journey — from attending my first game to where I am today! I’ve always believed in giving 100% to whatever I do, and this has been no different.

It all started by following my son, Riley, during his early days in the academy setup, where he played as a goalkeeper. I’d often be stood on the sidelines in all kinds of weather, supporting him at training and watching how the coaches interacted with the players — how they managed to get the very best out of them. I found myself thoroughly enjoying it, and thought, why not get my coaching badges and be part of it myself?

I currently hold my FAW C Certificate and will soon be completing my UEFA C Licence, after which I plan to work towards my Goalkeeping Licences. Having never played the game until about four seasons ago, I’ve been told I’m a decent keeper and have played in Pembrokeshire Divisions 1,2,3 and 5 and made it to the Semi Finals of the West Wales Cup — though admittedly a bit too old to make anything of it now!

This season, I’m assisting with the U11s team, while my eldest son, Kian, is coaching the U10s alongside first-team players Dan Hawkins and Panashe, who have both been amazing with him. I know he’s learning a lot from them, and he’s already booked onto his UEFA C Licence in January — something I’m incredibly proud of.

In 2023, I became a member of the Supporters Association and attended the AGM, where I was fortunate enough to receive a couple of nominations to become Vice Chairman for the 2024/25 season. It was a role that initially scared the life out of me, especially since I hadn’t been involved for nearly as long as many others in the room. However, under the guidance of Barry Vaughan, I’ve learned a great deal — and at the 2024/25 AGM, I was humbled to be nominated to step up as Chairman for the 2025/26 season. 

Earlier this year, the club approached me to see if I’d be interested in attending a UEFA Academy course in Cardiff to qualify as a Supporter Liaison Officer. They gave me a brief overview of what the role involved — and honestly, it felt as though someone had written it with me in mind. Everything about it resonated with who I am and what I’m passionate about: connecting with supporters, building relationships, and helping strengthen the bond between fans and the club

What did the process of becoming SLO entail?

DD: To successfully complete the UEFA Academy SLO (Supporter Liaison Officer) course, I was required to attend four days of training in Cardiff over a six-month period. The programme, delivered by UEFA in collaboration with Football Supporters Europe (FSE) and the Football Association of Wales (FAW), focused on defining the purpose of the SLO role and developing effective strategies for its implementation.

Although it was initially a little daunting to enter a room of unfamiliar faces representing all the Cymru Premier clubs, it quickly became evident that we all share a common passion and commitment to enhancing our clubs’ engagement and strengthening the domestic league. Those who know me will be well aware that I enjoy talking, and this programme provided the perfect opportunity to do just that—sharing ideas, experiences, and perspectives with like-minded individuals.

I am also pleased to have developed strong professional relationships and friendships through this experience.

How did you find working with the Floriana SLO, and has that experience put you in a better position working with other Cymru Premier SLOs?

DD: For clubs competing in European football, the Supporter Liaison Officer (SLO) role is mandatory — and our recent trip to Malta was a fantastic opportunity to put it into practice and enhance the experience of our supporters travelling abroad.

In preparation for the match, I contacted Floriana FC, who kindly provided the details of their SLO, Adam. We soon established contact and began sharing information — everything from simple, practical details like weather and currency, to more complex matters such as local areas to avoid, cultural differences, stadium facilities, and suitable places for supporters to gather before and after the game.

Meeting Adam in person on matchday was quite surreal. Although it was our first time meeting face to face, it genuinely felt as though we’d known each other for years. The collaboration between our clubs worked seamlessly, and even after the fixture, Adam and I have continued to stay in touch.

Drawing on my European experience — albeit from only two games — it’s something that very few SLOs in the Cymru Premier have had the opportunity to experience. Since the role was introduced, only three of us have represented our clubs in European competition, and just two of us have attended our away fixtures. I consider myself extremely fortunate that Haverfordwest County’s club officials have been fully supportive of the SLO role, backing every requirement and request to ensure I can carry out my duties to the best of my ability.

I’d like to think that thanks to this connection, Haverfordwest County supporters would always receive a warm welcome should they return to Floriana in the future.

You've recently had a trip to Sweden, meeting SLOs from European football giants. That must have been amazing. What did you get up to?

DD: In a relatively short period of time, I’ve been fortunate to rub shoulders with SLOs from all over Europe at a networking forum held in Malmö, Sweden. The two-day event, hosted by FSE, was an experience I’ll never forget.

Representatives from clubs such as Newcastle United, Red Star Belgrade, Rangers, and Bayer Leverkusen were in attendance, along with national team representatives from the Netherlands, Czech Republic, and France, just to name a few.

My contact list has certainly expanded, and it was great to see how genuinely interested everyone was in our domestic game and our plans for developing it in the coming years.

What's your favourite memory following Haverfordwest?

DD: Our Malta trip is easily one of my favourite memories — made even more special because I shared it with my eldest son. It’s something I’ll cherish forever. Hopefully it's something I'll get to do with my youngest in the future.

Short Burst Questions

1. Messi or Ronaldo? Ronaldo

   
   

2. Sir Alex Ferguson or Pep Guardiola? Fergie. As an Arsenal fan, him and Wenger had some tasty battles

   
   

3. Would you rather win the Champions League with your club or the World Cup with your nation? World Cup

   
   

4. Chinese food or Indian Food? Indian

   
   

5. Who would win in a fight, a gorilla or a monkey with a knife? Monkey with a knife

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