Author: Cian de Monge

  • TikTok Fame to the Pro Game: Carmichael Uchenna

    TikTok Fame to the Pro Game: Carmichael Uchenna

    From ring lights to football floodlights, two different worlds have become part of the same journey.  

    On Saturday evening, Carmichael Uchenna ran onto the pitch in the blue colours of Wealdstone. The 20-year-old had climbed from Step 4 to Step 1 of the English football pyramid, the National League.  

    His route to the professional game started far from north-west London, in Athboy, Co. Meath.  

    There were only dreams of professional dressing rooms when Uchenna was growing up. Reality was childhood friends, family and a young footballer wondering how far his passion could take him.  

    “I knew I was good at football from young when everyone would pick me first choosing the teams,” Uchenna joked.  

    The answer, as it turned out, would involve leaving Ireland, starting again in England and finding a route through a football system that has seen many fail and be left behind. 

    Uchenna had spent nearly 5 years in the Shamrock Rovers academy before leaving Ireland in 2020 for a trial with West Ham United.  

    The move brought the childhood dream to reality but also meant leaving behind the people and life he had grown up with.  

    For Uchenna, the adjustment was difficult.  

    “Leaving my friends behind was the most difficult part. I suppose it was the fear of missing out on the memories that I knew would be made,” he said.  “The support the lads gave me when I was leaving, I thought I couldn’t let them down.”

    His older brother Christopher saw the change up close. 

    “His confidence was hit, especially when Covid19 arrived Carm couldn’t go out and do the socialising,” Christoper reflected. 

    Through it all, his mother Mary and Christopher supported him during this time. 

    “Mum was my rock, and Chris was my biggest motivation- even if he always criticised me.”

    When asked why his Mum was his rock, Uchenna said: “It’s difficult to even put into words how much Mum has done for me: lifts to training, multiple jobs to support me and of course being the best mother I could ask for.”

    But the move did not go as he had hoped.  

    Covid19 stopped any football activities in England till summer of 2020, four months after he arrived. Once his trial started, Uchenna experienced extreme growing pains, shooting up seven inches during the trial.  

    When an academy coach called him into his office and told him he would not be offered a contract with West Ham United, Uchenna was faced with a decision about what came next. 

    “I felt in that moment it was let someone decide my career or let myself decide that.” 

    There was still football ahead for Uchenna. 

    After not getting the academy contract at West Ham United, Uchenna attended the Watford Westfield Football Academy. The post-16 programme combines competitive football with education through BTEC or A Level studies.  

    “Watford gave me the opportunity to learn with academy coaches, make great friends and, most importantly, become comfortable with where I was,” he said. 

    When graduating from Watford Westfield Football Academy, Uchenna was approached by Biggleswade United manager Kane Dougherty, in Step 5 of the English football pyramid.  

    He began his semi-professional career with Biggleswade United, winning a league cup over MK Irish in April 2025. Less than a year later, in February 2026, he moved to Leverstock Green, another move up the football pyramid to Step 4.  

    That same month, he scored his first goal for the club against Welwyn Garden City. 

    Uchenna exchanged passes on the edge of the box and fired a shot towards the goal. The goal clipped the post and went in.  

    It was a goal, but the post felt fitting too. His journey had been full of near misses. This one was different. 

    “I was playing right back that game, so getting forward was limited, when I found the chance, I took it.” 

    Next was the big step up: Wealdstone. 

    On Friday, 25th of September, Uchenna was announced by the National League club. The next day, he made his debut. 

    He once skipped squares in O’Growney National School in Athboy. Now he was skipping steps in English football. 

    “It only just happened, so my feelings about it right now are still disbelief and immense pride. I guess Chris told me when it happened, ‘This is just the beginning. Don’t be happy with just this’.”

    For his brother, seeing his younger brother run onto the pitch in north-west London, not even 24 hours after being unveiled as a new signing, carried a different meaning. 

    “It was a moment that truly felt everything was worth it. So proud of him.” 

    But while football has always been the main goal for Uchenna, another career has developed alongside it. 

    In early 2025, he began making short football-related TikTok videos. 

    The account grew quickly and by that summer had over 50,000 followers. 

    Uchenna now has more than 150,000 followers across all platforms, leading to collaborations with FutMob and Arsenal Football Club, the club he has supported since being introduced to a ball.

    Uchenna interviewing Liverpool FC legend Jamie Carragher

    “My ultimate dream is to play for Arsenal and Ireland one day, but doing content for them was a dream come true. Would love to do more if they see this,” Uchenna laughed.  

    There is an unusual balance to Uchenna’s life now.  

    One part of his life is judged by goals and winning games. 

    The other is measured in followers and views.  

    But the content has always been connected. Football videos, opinions and the odd samba dance, TikTok has given him the platform to show his personality to the world. 

    Does Uchenna now view himself as a footballer who makes content or a content creator who plays football? 

    “I have always thought of myself as a footballer first, but I think I can still produce content as well as having my career.”

    From Athboy to Wealdstone, Uchenna has come a long way. An audience of more than 150,000 followers are now watching his next steps.  

    “If I could tell the Carmichael who left Athboy what to do back then, it would be to stay resilient and always believe in the people who believe in you.”   

     

     

     

  • Could Michael O’Leary’s comments cost Ryanair customers?

    Could Michael O’Leary’s comments cost Ryanair customers?

    Ryanair has built its business on one simple idea: low fares across Europe. However, following chief executive Michael O’Leary’s comments comparing rival airlines to “high-fare rapists”, the company faces a different question: could controversy surrounding its most recognisable figure affect how customers view the airline? 

    Speaking before Ryanair’s annual general meeting in Dublin, O’Leary claimed passengers would abandon more expensive airlines and decide to fly with Ryanair instead due to its lower fares. When questioned about whether his comments describing his competitors as “rapists” were appropriate, he originally responded: “Absolutely.”

    The comments brought a wave of criticism, especially from victim organisations and politicians.  Rachel Morragh, chief executive of the Dublin Rape Crisis Centre, described the comments as “lazy and uninformed” and added that the words of high-profile individuals can contribute to the belittling of sexual violence. 

    O’Leary initially refused to apologise. However, on 18 September, he changed his opinion, issuing what he believes is a “sincere and unreserved” apology.  

    “I am truly sorry for the offence and the upset I have caused you by my careless use of those words”, O’Leary said. He added “It won’t happen again.” 

    The question for Ryanair now is whether the controversy will go further than the headlines and affect customer behaviour.  

    So far, there is no clear evidence of a passenger exodus. Ryanair’s report in August revealed it carried 22.2 million passengers last month, which is an increase of 6% on last year.  

    This suggests that Ryanair’s low-price model remains a powerful attraction for customers.  

    “For consumers, price is often the deciding factor, particularly when there is a big price difference,” said Dr Gary Sinclair, Professor of Marketing at Dublin City University. He added: “A controversial CEO does not necessarily mean consumers will change their purchasing behaviour if the product is still offering the best market price.”

    This controversy has come at a difficult time for Ryanair. The airline is already facing increased operating costs because of rising oil prices. Although it has locked in around 80% of its fuel requirements at around €60 a barrel, the remaining fuel exposure has become significantly more expensive. Ryanair has therefore reduced its passenger target for the financial year to March 2027 from 216 million to 214 million and cut around two million seats from its winter schedule.  

    This creates a more complicated situation for customers. If fuel prices continue to rise and airlines cut capacity, fares will rise.  

    Professor of Aviation at Dublin City University, Marina Efthymiou, said, “People choose an airline on its price, route availability and flight times. For a low-cost airline like Ryanair, maintaining the price advantage can be particularly important in keeping the demand.” 

    Ryanair’s competitive advantage has traditionally been its ability to offer low fares and attract large numbers of budget-conscious passengers. O’Leary’s comments were originally intended to reinforce that message by presenting competitors as expensive options. However, there is a potential risk when the main figure of the company becomes the story rather than the product.  

    For now, the passenger figures shown by Ryanair do not demonstrate a customer exodus following the comments made by O’Leary. The stronger immediate business issue lies with fuel prices and the ability to keep fares low. Even so, the controversy highlights a challenge for the airline: as long as prices are low, they can absorb the criticism its chief executive receives.  

    Ultimately, Ryanair’s cheap fares appear to be speaking louder than O’Leary’s controversial words. But if prices rise and customers have more choice, O’Leary’s comments may come back to bite him, and the airline may discover whether loyalty lies with Ryanair or whoever has the cheapest ticket.