TTFA Communications Head joins UEFA Academy Alumni
TTFA’s Comms Head Joins UEFA Academy Alumni After Completing Strategic Communications Course in Switzerland
Shaun Fuentes, Head of Communications at the Trinidad and Tobago Football Association (TTFA), has proudly completed the prestigious UEFA Strategic Communications Compact Course at the UEFA Headquarters in Nyon, Switzerland. Fuentes was the only participant from the Concacaf region and the sole representative outside of UEFA, marking a significant milestone both personally and professionally.
Over four intensive days, Fuentes engaged with top professionals from across European football, including communication heads from federations such as the English FA, Spanish FA, Irish FA, Scottish FA, German FA, Greek Super League, Norwegian FA, and clubs like Real Madrid, AC Milan, Arsenal, and Juventus. He has now been officially welcomed into the UEFA Academy Alumni network which will allow for ongoing networking and future capacity building opportunities.
The course focused on building and executing effective communications strategies in football, with sessions covering topics such as:
Strategic communications frameworks led by Programme Director Amanda Docherty
Data-driven media strategy and success measurement with insights from Nielsen and Comms Clarity
Crisis communications and stakeholder engagement with experts like Rod Cartwright and Manu Leroy (former Belgian FA)
Content creation and tactical activation featuring speakers from TikTok, Atlético Madrid, and UEFA
The role of AI in modern communications, presented by Andrew B. Smith
Political advocacy, media relations, and amplifying the women’s game with UEFA ambassadors including Sami Khedira and Anita Asante
Reflecting on the experience, Shaun Fuentes shared:
“It was an honour to represent Trinidad and Tobago in such a global space. The level of insight, professionalism, and openness at UEFA was remarkable. This course has strengthened my ability to build more impactful communication strategies at home—especially with the 2026 FIFA World Cup on the horizon for the Concacaf region.
“It’s about more than messaging; it’s about connecting deeply with audiences, adapting through data, and ensuring every stakeholder feels valued. I humbly hope my involvement in this program can inspire others to follow suit, for those in local football to be progressive, embrace new ideas, and help lift the standard across the board.”
TTFA President Kieron Edwards commented on Fuentes’ achievement, stating:
“Shaun’s participation in this elite UEFA course is a proud moment for the TTFA and the wider Caribbean football community. His growth will directly enhance our ability to position Trinidad and Tobago more powerfully on the world stage. We were happy at the FA to support his efforts. As we work toward World Cup qualification and continued development, these global connections and insights are invaluable.”
Amanda Docherty, UEFA Programme Director, and former head of Arsenal Communications and English FA Comms Director added:
*”In the fast-moving high-stakes sports environment, this course equips communications leaders with strategic tools and frameworks, as well as crisis communication skills needed to ensure that messages and tactics are in alignment with organizational goals. This course showcases how effective we can be when we pause, think, and develop a communication strategy as opposed to simply reacting to the constant news agenda.
“It’s special having federations from all over the world participate in the UEFA Strategic Communications Compact Course. An essential element of the program is sharing insights, exchanging ideas and peer-to-peer learning. We were delighted to host Shaun from the Trinidad and Tobago Football Association on this year’s edition of the course. Shaun positively contributed to the success of the program, and I hope he enjoyed the mix of theory, immersive learning, and the guest speakers, and will take those learnings and implement them within the federation.”
The UEFA Strategic Communications Compact Course is known for equipping participants with advanced tools in modern-day sports communications, balancing digital evolution with human connection. This experience stands to benefit not only the TTFA but the entire region as Fuentes brings home innovative approaches to stakeholder management, campaign development, and media strategy.
The UEFA Academy, which focuses on developing football professionals through education and training, also emphasizes lifelong learning, improvement, and community building.
