Former Manchester City Chief Marketing Officer Chris Bird has led a media and communications workshop for press officers and sports media representatives participating in the 2026 1xCup Nigeria tournament.

The online session, organised by 1xBet on July 29, focused on strengthening communication skills among participating teams, with discussions centred on storytelling, matchday content, media relations and reputation management.

According to the organisers, the workshop forms part of broader efforts to support capacity building within Nigeria’s football ecosystem by equipping clubs with practical communication tools to improve engagement with supporters, sponsors, journalists and local communities.

Bird, who now runs an independent media agency and serves as Strategic Brand Adviser to 1xBet, drew on his experience in football marketing and communications to demonstrate how clubs can build stronger public profiles through consistent storytelling.

He encouraged participants to focus on the people behind the game rather than match results alone.

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

The workshop introduced participants to a three-stage communication framework covering activities before, during and after matches.

According to Bird, teams should provide fixture information, squad updates and pre-match interviews before kick-off; capture key moments, action photographs and supporter reactions during games; and publish match reports, player interviews and visual highlights after the final whistle.

He also identified five essential matchday photographs: team line-ups, match action, celebrations, coaches and supporters, stressing that authenticity and consistency often matter more than expensive production.

Participants were encouraged to evaluate potential stories by asking who is involved, what happened and why the story matters, with Bird suggesting that human-interest stories around players, coaches, volunteers and supporters can help clubs build stronger identities.

The session also covered working effectively with journalists, emphasising the importance of timely responses, accurate information, publishable photographs and reliable contacts in fostering long-term relationships with the media.

On reputation management, Bird advised participants to avoid reacting impulsively to criticism or controversy.

He recommended what he described as the “30-minute rule”, encouraging communication officers to pause, verify the facts and assess the situation before responding publicly.

The workshop concluded with participants receiving a 1xCup Media Officer Playbook containing practical guidance on storytelling, photography, interviews, social media management, media engagement and crisis communication.

Organisers said a dedicated WhatsApp coordination platform would remain active throughout the tournament to provide participants with updates, communication materials and ongoing support.