Multimedia Sports JournalismRegister

Aged 18-25? You are eligible for our Career Booster Initiative! Contact our Admissions team at to redeem a significant discount on this Masterclass.

Sport has a symbiotic relationship with the media.

The characters, stories and events of every sport provide a narrative as thrilling and dramatic as any TV soap opera. But who decides which stories get told? What is the difference between journalism and public relations? How do sports try to control their own media, and what are the pitfalls? What questions would you put to a Premier League manager in a high-pressure news conference, and how would you turn the answers into essential content? How can diverse parts of the media see the same event so differently?

This masterclass offers participants an immersive exploration into the dynamic field of sports journalism, providing insights into what occurs in a daily editorial meeting. Participants will explore what stories are chosen and why, how journalists extract information in interviews, and how they create headlines that attract attention.


Masterclass Delivery

This Masterclasses will be delivered via a one-day in-person experience in central London.

Please note this is an in-person course only. Our online course options are listed here.

  • Early Bird Price
    Career Booster Initiative Early Bird Price (18-25 year olds)
    Inclusive of VAT. Early Bird prices end on Friday 31st May.
  • Register
  • Date
    Next Available:18 July 2024
  • Duration
    1 Day
  • Type
  • Division
  • Location
    30 Bedford Square,
    London, WC1B 3EE
  • Contact Us


Masterclass Outcomes

By the end of this course, students will be able to:

  • Understand the essentials of sports journalism.
  • Gain insights into compiling and delivering a sports bulletin.
  • Gain insights from a professional broadcaster into the job’s essential requirements and explore different routes into sports journalism as a career.
  • Enjoy a unique level of access to people of prominence in and around the sports industry.
  • Establish new relationships and expand your professional network.
  • Gain practical knowledge and insight that can be applied in your workplace and career.
  • A certificate from City Football Leadership Institute upon successful completion of the masterclass.

Who Should Attend

Masterclasses are open to any individuals looking to develop fresh perspective and understanding of acquiring and managing talent in the football ecosystem.

Whether you are just starting your career journey or are well established within your sector, this immersive masterclass will offer you a learning experience that will be beneficial to both your professional and personal development.

We welcome any individuals who are:

  • 18 years of age and older.
  • Current working professionals in the industry.
  • Currently studying for or graduated with a related qualification.
  • Aspiring for a career within the sector.
  • Interested in talent acquisition in football.

Masterclass Structure

  • Masterclasses will be delivered via a one-day in-person experience in central London.

    The central London location is 30 Bedford Square, WC1B 3EE.

    • 9am: Arrival/Registration
    • 9:30am: Welcome and Introduction
    • 9:45am: A day in the CFLI Newsroom
    • 11am: Coffee & Tea Break
    • 11:15am: The Tricks of the Trade
    • 12:30pm: Lunch
    • 1:10pm: The News Conference
    • 2:30pm: Coffee & Tea Break
    • 2:45pm: Practical Journalism Review
    • 4:30pm: Reflection and insight into Online Units
    • 5pm: Day concludes
  • We are offering an Early Bird discount of 33% across all of our Masterclasses. This discount is stacked on top of the Career Booster Initiative discount, saving 18-25 year olds 50%!


    All delegates that register for a Masterclass during our Early Bird window will also receive a complimentary Live Stream pass for our CFLI in Focus: Equipping Leaders for the Future Forum on Thursday 9th May, worth £40!


    Early Bird: 


    Early Bird discount ends on Friday 31st May and prices will increase.


    Full Price:


    For more information and to redeem the Career Booster Initiative discount, please contact our Admissions Team at

  • Learning Outcomes:

    • Understand the critical components of editorial meetings.
    • Identify what makes a feature story.
    • Gain insight into compiling a sports page: What it takes to be a lead story, what stories support it, and why.
    • Gain insight into who picks the stories across the different platforms.
    • Recognise how the different forms of the media report on sport.
  • Learning Outcomes:

    • Understand the day-to-day life of a journalist.
    • Identify pathways into the sports broadcasting/journalism industry.
    • Gain insight into practical skills required to perform the role.
    • Understand the challenges associated with roles in sports journalism.
  • Learning Outcomes:

    • Identify the key topics of a press conference and how to create a news headline.
    • Gain practical skills on how to develop content from a press conference.
    • Understand the importance of preparation and questioning in extracting essential information.
    • Discover the different approaches journalists take in press conferences to extract newsworthy information.
  • Learning Outcomes:

    • Gain insight into writing a match preview.
    • Understand the importance of headlines and teases.
    • Explore the practical skills associated with presenting a written bulletin in front of a camera or a microphone.

Storytelling in Sport (Online)

Participants will investigate the skills and techniques storytellers use on different platforms, including films, documentaries, radio, blogs, and podcasts. Delivered across four 90-minute sessions, you'll learn from Global Television Journalist, David Ford.


In-Person Masterclasses

Our one-day Masterclasses are designed to fast track your career development. Delivered via a one-day in-person experience in central London, you will experience four insightful sessions taught by industry leaders. This is your opportunity to expand your network with like-minded individuals.


Online Masterclasses

Our Online Masterclasses allow flexible learning, wherever you are. Gain practical knowledge and insight that can be applied in your workplace and career. Delivered across four 90-minute sessions, you'll be taught by industry leaders - enjoying a unique level of access to people of prominence in and around the sports industry.


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