Wales striker Kieffer Moore eyeing sporting director role after retirement

The Wrexham forward is set to line up against Belgium in World Cup qualifying action on Monday.

Wales striker Kieffer Moore is planning for the future after his playing days are over. Picture: Adam Davy/PA

Wales striker Kieffer Moore plans to swap scoring goals for doing deals as a sporting director one day.

Moore graduated from the PFA Business School last month with a diploma in Sport Directorship and aims to stay in football after his playing days, but not in the well-trodden paths of coaching or management.

The 33-year-old Wrexham frontman – who will be on Wales duty for their crunch World Cup qualifier against Belgium on Monday – says his journey from non-league to the Premier League has given him a rare insight into how the football industry works.

🎓 Graduating from the PFA Business School. @Wrexham_AFC striker Kieffer Moore collected his Diploma in Sport Directorship yesterday. 👏 pic.twitter.com/VgFo09LRPc

— PFA (@PFA) September 16, 2025

“I’ve always loved the intricacies of how a football club is run,” said Moore, who began the two-year course while operating in the top flight at Bournemouth.

“I’ve moved everywhere and been fortunate enough to play for quite a few clubs. It’s something I’ve always been drawn to, the recruitment side and above really.

“I like to think the way my career’s panned out, the highs and lows, and the multiple experiences through non-league football, League One, Premier League and international football, that it’s given me quite a clear picture on what it takes for teams to get promoted and be relegated.

“In that sense, it draws me apart from maybe other people that haven’t had the experience I’ve had in my career.”

Kieffer Moore began his PFA Business School course when playing in the Premier League at Bournemouth (Steven Paston/PA)

Moore began his career at non-league clubs Truro and Dorchester and supplemented his income by working as a swimming pool lifeguard.

Professionally he has played for a dozen clubs, including Cardiff, Ipswich and Sheffield United, and spent a season abroad with Norwegian outfit Viking.

“I felt I wanted to do something with my time,” Moore said of studying for the PFA diploma.

“Education is extremely demanding with a career and trying to do multiple other business ventures as well.

I want to remain in football and a (sporting) director role or something similar appeals to me, and this opens a gateway to that

“But to get the degree is something I’ve worked extremely hard for and I’m proud that I have done.

“I want to remain in football and a (sporting) director role or something similar appeals to me, and this opens a gateway to that. I grew up as a Liverpool fan so (to work there) that would be amazing. Or with Wales equally so.”

Moore’s day job these days is firmly in Wales. He has scored five goals for Wrexham this term as the newly-promoted Hollywood-backed club adapt to the demands of the Championship.

His winner against Kazakhstan in World Cup qualifying last month moved him onto 15 international goals, just outside the top 10 of all-time Wales scorers.

Belgium visit Cardiff on Monday after beating Wales 4-3 in World Cup qualifying action in Brussels four months ago (PA)

Moore said: “Each goal was an amazing moment for me and I’m very thankful for the journey I’ve had so far.

“To get to the point of a call-up was astonishing. To say I’ve got 15 goals and 50 caps now is incredible.

“I’ve been to a World Cup and a Euros, and another World Cup would be incredible.

“I like scoring against Belgium, I’ve done it a couple of times, and I love those big moments. We need to rise to the big occasion again.”