More than 100 media officers joined a communications workshop designed to help grassroots football clubs improve storytelling, media relations and digital engagement
LAGOS, NIGERIA, 1xCare has strengthened its support for grassroots football in Nigeria by hosting a specialised media and communications training programme for clubs participating in the 2026 edition of the 1xCup tournament.
The online workshop, held on July 29, brought together more than 100 media officers and club representatives for a practical session focused on improving how football organisations communicate with supporters, journalists, sponsors and their wider communities.
The training was delivered by Chris Bird, a member of the 1xCare Advisory Committee with more than three decades of experience in sports media, communications strategy and brand storytelling.
Helping Clubs Tell Stronger Stories
Titled “Helping Football Tell Better Stories,” the workshop focused on the importance of effective communication in modern football.
Bird provided participants with practical guidance on how clubs can identify compelling stories and communicate them clearly across different media platforms. The programme was designed to be useful for clubs regardless of their size, resources or level of experience.
The session covered several areas relevant to football communications, including club storytelling, media relations, matchday communications, photography, social media management and responsible crisis response.
Rather than relying solely on presentations, the workshop incorporated live polls, discussions and practical exercises. These activities allowed participants to consider real communications challenges and explore ways of handling them more effectively.
Media Skills Becoming Increasingly Important
For grassroots clubs, strong media communication can play an important role in building visibility and creating opportunities for players.
Speaking during the workshop, Bird emphasised that every club has stories that can attract attention, regardless of its financial resources or profile.
Effective storytelling can help clubs increase engagement with their supporters while also giving players greater visibility. It can further help clubs build stronger relationships with journalists, sponsors and local communities.
In an increasingly digital football environment, these skills are becoming particularly important. Social media platforms provide grassroots teams with opportunities to showcase players, report matchday activities and communicate directly with their audiences without relying entirely on traditional media outlets.
Supporting the 1xCup Football Community
Founded in 2023, the 1xCup is a grassroots football tournament based in Lagos. The 2026 edition features approximately 100 clubs competing across the five traditional football divisions in Lagos State.
The competition provides emerging footballers with an opportunity to gain competitive experience and increase their exposure to scouts and other professionals within the football ecosystem.
Beyond competition, initiatives such as media training can help participating clubs develop capabilities that extend beyond the pitch. Better communication can improve a club’s public image, strengthen supporter relationships and potentially increase opportunities for partnerships and sponsorships.
Positive Response From Participants
The training reportedly received strong feedback from participating media officers.
One participant described the workshop as an inspiring experience, highlighting the knowledge and practical insights shared during the session. The positive response suggests that there is growing demand for professional communications training among grassroots football organisations.
For clubs that often operate with limited resources, access to experienced professionals can provide valuable guidance on how to present their activities more effectively and build sustainable communication strategies.
Part of 1xCare’s Wider EduCare Programme
The workshop forms part of 1xCare’s broader EduCare activities, which are designed around education, research, technology and player well-being.
The organisation says its wider mission includes supporting player protection and responsible gambling while working with partners and communities through educational initiatives.
By extending educational activities into the football community, 1xCare is positioning communication and knowledge-sharing as additional components of its engagement with grassroots sport.
The organisation indicated that further educational programmes will be introduced as its EduCare activities continue to develop, with additional initiatives expected to be announced as their scope and partnerships are confirmed.
Building Stronger Grassroots Football
The media training highlights the growing importance of professional communication within grassroots football.
As clubs increasingly use digital platforms to attract supporters, promote players and engage potential sponsors, having trained media representatives can become a valuable competitive advantage.
Through the collaboration with Chris Bird and the 1xCup clubs, 1xCare has provided participating teams with practical tools that can help them communicate more confidently and professionally.
The initiative ultimately reinforces the idea that developing football talent involves more than what happens on the pitch. Building stronger clubs also requires investment in communication, education, community engagement and the ability to tell the stories behind the players and teams.
