One of his great-grandfathers was Adolfo Höfle, a wealthy German migrant and employer of João Augusto Ferreira de Almeida, the last man executed by Portugal in 1917.

[4][5] From 2001 to 2013, he was president of the Porto Commercial Association ('ACP'), which is headquartered in the magnificent and famous Palácio da Bolsa (Stock Exchange Palace).

From 2004, Moreira represented FC Porto on Trio d'Ataque, an RTP programme with pundits from the Big Three of Portuguese football.

He was dismissed from the show in October 2010, after walking off stage during a discussion about the Apito Dourado corruption scandal at his club.

[6] In September 2013, running as an independent allied to the CDS – People's Party, he was elected mayor of Porto.