Former Manchester City CMO Chris Bird Leads 1xCup Nigeria Media Workshop

As part of the 2026 1xCup Nigeria programme, 1xBet organised a dedicated Media and Communications Workshop for team press officers and sports media representatives.

Held online on 29 July, the session focused on practical communication skills that teams can use throughout the tournament: creating stronger matchday content, working with journalists, increasing team visibility and protecting their reputation.

The workshop reflected 1xBet’s commitment to supporting Nigeria’s football ecosystem. By helping teams communicate more professionally, the initiative aimed to strengthen their relationships with supporters, media, sponsors and local communities.

Practical expertise from Chris Bird

The session was led by Chris Bird, former Chief Marketing Officer of Manchester City, founder of an independent media agency and Strategic Brand Advisor to 1xBet.

Drawing on his experience in football, media and reputation management, Bird showed participants how effective communication can help clubs build visibility regardless of their size or resources.

His central message was that football stories should focus on people, not only results.

“Football is never just football. It’s about people.”

Players, coaches, volunteers, supporters and communities all provide stories that can make a team more recognisable and relevant.

A clear matchday communication system

Participants were introduced to a practical three-stage approach covering communication before, during and after each match.

Before kick-off, media officers should publish fixture information, team news, photographs and coach comments. During the game, they should record key moments, action, celebrations and supporter reactions. After the final whistle, the priority is to publish the result quickly, collect player and coach quotes and share a concise report with strong visual content.

This structure helps teams turn one match into several days of useful content rather than limiting communication to the final score.

Bird also highlighted five essential matchday photographs: the team, the action, the celebration, the coach and the supporters. He stressed that authenticity and consistency are often more important than expensive production.

Finding stories people care about

The workshop introduced a simple test for every potential story: Who is involved? What happened? Why should people care?

The framework helps media officers move beyond general updates and identify clear human angles. A player’s debut, a volunteer’s contribution, a coach’s mentorship or a family supporting a young footballer can all become meaningful stories when presented with context.

Teams were also encouraged to communicate consistently throughout the tournament. Regular updates help maintain supporter interest, build trust and create a stronger public identity.

Working with journalists and managing pressure

The session also covered cooperation with sports media. Journalists need accurate information, concise quotes, publishable photographs and reliable contacts. Teams that respond promptly and provide verified material are more likely to build lasting media relationships.

Participants also received guidance on reputation management, rumours and difficult situations. Bird recommended the “30-minute rule”: when frustrated or emotional, do not immediately publish a post, reply or send an email. Pause, review the facts and respond professionally.

For crisis situations, the recommended sequence was straightforward: stop, gather verified information, assess the impact and communicate clearly.

Practical resources for the tournament

After the workshop, participants received a dedicated 1xCup Media Officer Playbook, key takeaways and practical checklists covering storytelling, matchday content, photography, interviews, social media, media relations and crisis communication.

The official WhatsApp coordination channel will remain active throughout the tournament, allowing press officers to receive updates, materials and ongoing communication support.

Through the Media and Communications Workshop, 1xBet added a professional development component to 1xCup Nigeria. The initiative gave participating teams practical tools to tell their stories, promote their players and build stronger connections with Nigeria’s football community.

“People may forget the score. They rarely forget a great story.”