As part of activities for the 2026 1xCup Nigeria programme, global sports betting company 1xBet has organised a Media and Communications Workshop aimed at equipping team press officers and sports journalists with practical communication and storytelling skills.
The virtual workshop, held on Wednesday, July 29, brought together press officers from participating teams and sports media representatives to explore strategies for improving matchday communication, strengthening media engagement, increasing team visibility and managing reputation throughout the tournament.
The initiative forms part of 1xBet’s broader commitment to supporting football development in Nigeria by helping clubs and grassroots teams communicate more effectively with supporters, sponsors, journalists and their local communities.
The session was facilitated by Chris Bird, former Chief Marketing Officer of Manchester City, founder of an independent media agency and Strategic Brand Advisor to 1xBet, who shared insights drawn from his extensive experience in football marketing, media and brand management.
Addressing participants, Bird emphasised that successful football communication extends beyond reporting scores and results.
“Football is never just football. It’s about people,” he said.
According to him, the most memorable football stories are often centred on players, coaches, volunteers, supporters and communities rather than the outcome of matches alone.
Bird introduced participants to a practical three-stage communication framework covering activities before, during and after every match.
He advised media officers to publish fixture information, team news, photographs and coach comments before kick-off, while during matches they should capture key moments, celebrations and supporter reactions. After the final whistle, he encouraged teams to publish match results promptly, accompanied by player and coach interviews, concise reports and compelling visual content.
The communications expert explained that adopting such an approach would enable clubs to maximise the value of every fixture by generating several days of engaging content instead of limiting coverage to match results.
He also identified five essential matchday photographs every team should capture: the team, match action, celebrations, coaches and supporters, stressing that authenticity and consistency often have greater impact than expensive production.
During the workshop, participants were encouraged to evaluate every story using three simple questions: Who is involved? What happened? Why should people care?
Bird explained that this framework helps media officers identify meaningful human-interest stories, including player debuts, volunteer contributions, coaching journeys and family support, all of which can strengthen a club’s connection with its audience.
He further advised participating teams to maintain regular communication throughout the competition, noting that consistent updates help sustain fan engagement, build credibility and establish stronger public identities.
The workshop also focused on building productive relationships with sports journalists. Bird encouraged teams to provide accurate information, timely responses, high-quality photographs and verified quotes, explaining that reliability remains one of the most valuable qualities in modern sports communications.
On reputation management, he advised participants to avoid reacting impulsively during difficult situations.
He recommended what he described as the “30-minute rule,” urging communication officers not to immediately respond to criticism, rumours or emotionally charged situations.
Instead, he advised them to pause, verify the facts and communicate professionally.
For handling crisis situations, Bird outlined a straightforward process: stop, gather verified information, assess the situation and communicate clearly.
At the conclusion of the workshop, participants received the official 1xCup Media Officer Playbook, practical communication checklists and additional resources covering storytelling, matchday coverage, photography, interviews, social media management, media relations and crisis communication.
A dedicated WhatsApp coordination platform will also remain active throughout the tournament to provide participating media officers with updates, communication materials and ongoing support.
Speaking on the significance of the workshop, organisers said the initiative demonstrates 1xBet’s commitment to adding a professional development dimension to the 1xCup Nigeria competition by equipping participating teams with practical communication skills that will continue to benefit them beyond the tournament.
Summing up his presentation, Bird reminded participants of the enduring value of effective storytelling.
“People may forget the score,” he said. “They rarely forget a great story.”
