FIFA Digital Workshop Helps African Associations Improved Content Creation
As part of its commitment to keep its member associations at the forefront of the digital sports world and equip them with the necessary skills and knowledge for effective global engagement, FIFA has held a ground-breaking workshop in Kigali, Rwanda, which focused on the creation of digital content.
Participants described the event as an eye opener that would help them understand their audience and get the most out of the various digital platforms. The workshop was part of the FIFA Digital Skills program, which recently celebrated its first anniversary and has provided member associations with invaluable access to expert-led masterclasses and e-learning modules on a wide range of digital topics relevant to the football industry.
Organized specifically for the top 10 member associations on the Digital Skills program in Africa, it featured 25 participants from Uganda, Sudan, Gabon, Sierra Leone, Guinea, Ethiopia, Tanzania, Djibouti, Kenya, and Mauritius, plus two from Rwanda, the host FA. Grace Shauri, a participant from the Football Kenya Federation, says she had learned how to the importance of data, research and understanding the audience.
“My biggest takeaway has been storytelling,” she explains. “The FIFA Digital Skills has made us understand how to use different content for different platforms. For example, now we have noticed that after every national team engagement, we get about ten thousand new followers on our Tiktok account, just because we started using the behind the scenes content.” The workshop also provided information on how to create a Youtube channel.”
Adds Fatouma Degan Mohamed Idriss from the Djiboutian Football Association. ““FIFA Digital Skills told us to create weekly and monthly plans so, now, we’re more active on social media, making our engagement more enjoyable. I’m thrilled with this program and excited to keep benefitting from it as time goes on.”
Knowledge sharing was provided by experienced trainers from the United States and Europe, enhancing the global perspective of the training. Guest speakers including Franco Segarra, Head of Innovation at Valencia CF, and Mounia Wanzi, Digital Marketer from the Royal Belgian Football Association, who provided real-life case studies and insights into digital sports content creation. The workshop reflected FIFA’s broader strategy to foster a culture of continuous learning and innovation among its member associations.
Shawn Mubiru from the Federation of Uganda Football Associations says he learned to plan and strategize on what we need to bring out.
“We have learned also to understand our audience,'” he says. “The FIFA Digital Skills program is an eye opener and an opportunity to make football simpler to consume.“