The mentorship programme, which was launched earlier this year, is part of the AFC’s commitment to provide its Member Associations with tailored made programmes to help improve areas in their media and communications strategy.

AFC consultant Chris Hurst, who has experience working with the English Premier League, the International Cricket Council and BBC News, led the two-day workshop which focused on Digital and Communications planning at the MFF headquarters.

One of the key areas which was discussed during the workshop was how MFF can promote the sport through their digital channels with proper planning and by putting in place a strategic digital and communications plan.

The workshop, under the AFC Mentorship Programme, was held for the first time in the Central Zone and received overwhelming support by the media in IR Iran.

FFIRI President and AFC Vice President Mehdi Taj, who opened the workshop, said: “The AFC and FFIRI are delighted to engage with the media in this workshop. This is a good opportunity for the media to understand the rules and regulations in domestic and international competitions.

“Journalists, whether in the digital or traditional outlets, play a significant role in promoting football to a wider audience. And this workshop is beneficial to ensure the success of all our competitions.”

The mentorship programme, which was launched earlier this year, is part of the AFC’s commitment to provide its Member Associations with tailored made programmes to help enhance their media and communications capabilities and is a continuation of the regional media and communications workshops held over the last two years. 

At the forefront of the agenda was the PSSI’s ambitions to develop a consumer relationship management (CRM) system to improve its brand and to establish a stronger connection with their fans.

AFC Consultant Chris Hurst, formerly from the British Broadcast Channel’s (BBC) Sport Digital team, kicked-off the workshop with a session on creating a digital content strategy, showcasing the best practices of leading football and sports teams and organisations, while examining how their tactics and successes can be replicated by the AFC Member Associations.

Participants also benefitted from a case study by Chinese Football Association, Head of Media and Public Relations, Sherry Huang who shared an insightful presentation on the importance of developing vibrant and robust communication strategies, against the backdrop of an ever-evolving Chinese digital media landscape.