But now the 39-year-old will be involved when the Lions head to Australia in 2013 thanks to his role as a director of the company that bears his name.
The build up to the fourth Lions tour of the 21st century is now gathering pace and Lions' chief executive John Feehan is keen to get things moving behind the scenes.
Logan Sports Marketing will work closely with the Lions to ensure the trip Down Under is a resounding commercial success.
"We are delighted to appoint Logan Sports Marketing," said Feehan.
"One of our key considerations was to recruit a team that had the experience to be able to understand our sponsors' requirements and a team that are focussed and committed on delivering the best possible service for our partners."
"As an agency that specialises in rugby this is obviously a huge opportunity and an absolute honour," added Paul Sefton, the CEO of Logan Sports Marketing.
"The business is fully committed to working with the Lions and the whole team is genuinely excited to be part of the 2013 Australia Tour journey."
Logan Sports Marketing is an independent sports marketing agency specialising in the delivery of sponsorship and event management. The team has a deep understanding of the rugby sector and is led by Chairman Jim Hytner with Directors Kenny Logan, Paul Sefton and Dan Zaltzman. Other clients include EMC, Tag Heuer, Microsoft, Gaucho International Polo and 188BET.