In a significant stride towards enhancing digital marketing proficiency, the Media and Marketing Department of the Sierra Leone Football Association (SLFA) recently participated in a prestigious two-day training workshop at the FIFA Regional Headquarters in Kigali, Rwanda.

The delegation, led by Ibrahim Kamara and Samuel Borbor Davies, joined representatives from ten Member Associations across Africa for this exclusive workshop, which took place on December 18th and 19th, 2023. The event was a collaborative effort between FIFA and Coursera, aimed at empowering global Football Associations in the realm of digital marketing.

The inauguration of the workshop was attended by notable figures, including Rwandan Football Association President Munyantwali Alphonse, FIFA's Solomon Mudege, Ekta Hutton (FIFA Digital Skills Program Director), and Augustin Víllegas. Yvonne Namai Mukaban from CAF's African Schools Programme also participated as a special guest trainee.

Commending the participants for their dedication, Ekta Hutton highlighted the qualification of their respective associations among Africa's top ten in FIFA's Digital Marketing Skills Online Courses. She emphasized the workshop's pivotal role in embracing digital transformation within football associations.

Led by renowned digital marketing experts Andrew Davies and Mounia Wanzi, the training covered various aspects of digital marketing, with a focus on content creation, distribution, promotion, and fan engagement through trending marketing tools. Two representatives from Sierra Leone, alongside counterparts from Tanzania, Uganda, Djibouti, Ethiopia, Kenya, Mauritius, Gabon, Guinea, and Rwanda, successfully completed this dynamic training.

The SLFA's participation in this workshop signifies a commitment to staying at the forefront of digital marketing trends, equipping its media team with the skills needed to navigate the evolving landscape. As football associations worldwide embrace the digital era, Sierra Leone's engagement in such initiatives reflects a proactive approach towards leveraging digital platforms for effective communication and engagement with football enthusiasts.