The Albanian Football Association hosted the two-day “UEFA Grow Commercial and Marketing” workshop at the House of Football, an event organized in cooperation with UEFA and focused on the development of marketing, communication, and digital transformation strategies.
The workshop was attended by Oleksandr Kucheriavyi, Strategy Development Manager in UEFA’s Member Associations Division, Mario Leo, UEFA Grow programme mentor and digital platforms expert, and Douglas Thackeray, UEFA Sports Marketing Consultant.
Representing the Albanian Football Association were members of the Communication & FSHF TV Department and the Commercial Department, who, together with UEFA experts, discussed strategic priorities and opportunities for the further development of commercial activities and institutional communication.
During the working sessions, participants analysed the current situation and the latest trends in the digital landscape. A range of topics were discussed, including product and brand development, marketing and sponsorship strategies, and enhancing the commercial potential of Albanian football.
At the same time, participants addressed issues related to communication and digital marketing, including data analysis, performance monitoring and measurement, digital partnerships, interdepartmental coordination, and the creation of content that drives audience engagement.
An important part of the workshop was dedicated to establishing medium- and long-term objectives, as well as drafting concrete action plans to strengthen the Albanian Football Association’s presence across digital channels, increase the impact of its platforms, and further develop relationships with fans, partners, and stakeholders.
At the conclusion of the workshop, the working groups presented their key findings and recommendations, outlining the next steps for implementing the agreed strategies and objectives.
The process aims to further support the Albanian Football Association’s vision of modernising communication, increasing the value of the Albanian football brand, and developing an integrated approach to marketing, communication, and commercialisation.
The workshop was held as part of the UEFA Grow Programme, which supports member associations in strengthening their organisational, strategic, and commercial capacities by providing expertise and European best practices across various areas of football management.
