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Supporting sport and leisure organisations through critical communication moments.
Sport and leisure organisations operate in the public eye. Whether engaging with members, supporters, participants, sponsors, local communities or the media, effective communication plays a vital role in building trust, protecting reputation and strengthening relationships.
Media First helps sport and leisure organisations create, test, develop and embed communication capability. Through consultancy, training, coaching, simulations and ongoing support, we help organisations communicate with confidence when it matters most.
COMMUNICATION CHALLENGES
Performing under pressure.
Success in sport and leisure often brings increased visibility, scrutiny and expectation.
From high-profile events and sponsorship announcements to reputational challenges, customer concerns and social media attention, organisations and individuals increasingly find themselves communicating in demanding and fast-moving environments.
Whether you're supporting senior leaders, athletes, governing bodies, commercial teams or spokespeople, effective communication can play a vital role in protecting reputation, building engagement and strengthening trust.
At Media First, we help sport and leisure organisations develop the strategies, skills and confidence needed to communicate effectively when it matters most.
Supporting leading sport and leisure brands.
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We’re pleased to be into our fourth season of media training with Media First, which we’ve worked with the team to develop for our U16s, Youth Team and Development Squad. The training really helps to remove some of the fear and apprehension our young players have about talking to external journalists, and it gives them the key skills they need to prepare for and give a more confident, professional interview – whether that be in a pre-match or post-match media conference, face-to-face interview, or a profile piece.
The players have grown in confidence and now see a media interview as an opportunity to represent themselves, the club and football in general – not something to be endured! Not only are they now producing excellent interviews, but we’ve seen a huge improvement in their communication skills all round."
Chelsea FC
I would recommend Media First to any club looking to improve the confidence of its players when they face the media.
Being able to give a decent interview in the run up to or after a match is an increasingly important part of a player’s armoury. Media First’s training is really practical with experienced sports journalists and presenters who give you a toolbox of simple skills that make the experience much less daunting."
Dave Edwards, ex Premier League player
FAQS
Frequently asked questions.
Have you worked with sport and leisure organisations before?
Yes. We have extensive experience supporting organisations across professional sport, governing bodies, leisure operators, participation events, gaming and esports, fitness brands and membership organisations.
Our experience includes working with Premier League football clubs, individual athletes, bookmakers, event organisers and some of the sector's leading organisations. This breadth of experience means we quickly understand the unique communication challenges facing sport and leisure organisations.
How can you help our organisation?
Our support typically falls into four areas: create, test, develop and embed communication capability.
We help sport and leisure organisations create effective communication strategies and frameworks, test plans and preparedness through realistic exercises and simulations, develop confident communicators through training and coaching, and embed lasting capability through consultancy, ongoing support and continuous development.
Whether you're focused on reputation management, stakeholder engagement, leadership communication, crisis preparedness or media relations, we can help.
Will your team understand the sport and leisure sector?
Yes.
Our team has extensive experience working across sport and leisure and understands the pressures that come with operating in highly visible environments.
From fan engagement and sponsorship relationships to reputational challenges and public scrutiny, we understand the unique communication demands facing organisations and individuals in this sector.
Can you help us communicate more effectively with members, supporters and stakeholders?
Absolutely.
Sport and leisure organisations communicate with a wide range of audiences, including supporters, members, customers, sponsors, governing bodies, local communities, commercial partners and the media.
We help organisations develop clear messaging, strengthen engagement and communicate more effectively with the audiences that matter most.
Can you help us prepare athletes, spokespeople and senior leaders?
Yes.
Many organisations need senior leaders, athletes, coaches, commercial leaders and subject matter experts to communicate confidently in public-facing roles.
We help delegates develop confidence, strengthen messaging, handle difficult questions and communicate authentically across media interviews, presentations, stakeholder engagements and other high-pressure situations.
Can you help us prepare for media scrutiny or reputational issues?
Yes.
Sport and leisure organisations frequently face significant media attention, particularly during periods of success, controversy, organisational change or heightened public interest.
We help spokespeople prepare for interviews, respond effectively to difficult questions and communicate confidently when organisations come under increased scrutiny.
Can you help us prepare for a crisis or high-profile incident?
Yes.
Whether dealing with safeguarding concerns, disciplinary matters, operational issues, customer complaints, social media controversies or wider reputational challenges, effective communication can make a significant difference.
We help organisations review plans, prepare leaders and spokespeople, test assumptions through realistic exercises and strengthen crisis communication capability before issues arise.
Do you only provide training?
No.
While training remains an important part of what we do, many sport and leisure organisations work with us on consultancy projects, communication reviews, crisis preparedness exercises, leadership communication programmes, coaching and longer-term capability-building initiatives.
We often combine multiple services to help organisations strengthen communication effectiveness and resilience.
How do you help organisations embed learning and create lasting change?
We believe communication capability should be created, tested, developed and embedded.
That's why we combine consultancy, coaching, simulations, practical application and continuous development through Thirty Seven. This enables organisations to reinforce learning, strengthen behaviours and continue building confidence long after an initial programme has ended.
Our goal is not simply to improve performance during a workshop. It's to help organisations build lasting communication capability.
Where can your support be delivered?
That's entirely up to you.
We work with sport and leisure organisations throughout the UK and internationally, delivering consultancy, training, coaching and exercises both in person and online.
Many clients choose to use our dedicated TV, radio and podcast studios in Berkshire, while others prefer delivery at their own venues, training facilities or virtually through Microsoft Teams and Zoom.
We'll recommend the approach that best supports your objectives, people and budget.
How quickly can you understand our organisation and challenges?
Usually much faster than clients expect.
Our experience across sport and leisure means we quickly become familiar with organisational structures, stakeholder groups, commercial pressures and communication challenges. We'll ask the right questions, review the right materials and work closely with your team to ensure our support reflects your objectives and operating environment.
We'll do the heavy lifting, allowing your people to focus on delivering exceptional experiences for participants, members and supporters while ensuring our support is practical, relevant and tailored to your needs.