Coach Rui has acted as a project consultant to a UK sports marketing agency as well as the Event Consultant and Elite Race Director for the Pocari Sweat 2.4km race since 2021.

He has over 10 years of experience and success in negotiating sports sponsorship contracts for both athletes and events, and is currently sponsored by Under Armour and Pocari Sweat. He holds a bachelor’s degree in Business Administration from the University of Oregon, and a Law degree from University College London. He is due to graduate from London Business School in May 2026 with a Master of Business Administration (MBA).