This past week, I had the honour of representing Trinidad and Tobago and the Caribbean as the lone non-UEFA participant selected for the UEFA Strategic Communications Compact Course, held at UEFA headquarters in Nyon, Switzerland.
Everyone else in the room was a part of the UEFA ecosystem—seasoned professionals representing the footballing elite of Europe and beyond. Yet, despite our differing origins, what unfolded over those five days was a powerful reminder of how football transcends borders, breaks the ice, and creates lifelong connections.
As part of this immersive journey, I had the opportunity to learn from and engage with some of the most influential figures in the global game—heads from the Spanish Football Association, English FA, Irish FA, Greek Super League, Norway FA, Qatar FA, Scottish FA, German FA, Kosovo and Estonian FAs. Also present were representatives from iconic clubs like AC Milan, Real Madrid, Juventus, Arsenal, and lead voices from Euro 2024, La Liga, and TikTok International. Even legendary ex-German international Sami Khedira joined the lineup.
But beyond the prestige and powerhouse presentations, it was the personal moments and shared memories that really stood out. On the very first day, each participant received a printed “Who’s Who” profile booklet, which sparked spontaneous conversations. Kenny Millar of the Scottish FA immediately lit up when he saw I was from T&T, recalling his love for Hibernian FC and the impact of Russell Latapy. He fondly remembered Marvin Andrews and Tony Rougier and even shared that he covered the Soca Warriors’ 2006 World Cup journey.
Kieran Crowley from the Irish FA struck up a conversation about Stern John, Kenwyne Jones, and his own ties to Birmingham, where he followed many of our players, also recalling Dennis Lawrence's coaching time at Everton. He even mentioned an attempted friendly between Northern Ireland and T&T this year—evidence of how deep and current these connections run.
Ragnhild Connell of the Norway FA spoke about Even Pellerud’s time as head coach of the T&T women’s national team in 2009–2010. In return, I reminded her of a proud moment for us—when our men’s senior team, led by Latapy’s brilliant hattrick, defeated Norway 3–2 at the Queen’s Park Oval (St Clair, Port-of-Spain) in 1996.
Pierre Kosmidis of the Greek Super League shared his admiration for Levi Garcia, describing him as a class act—professional, approachable, and truly missed by AEK Athens fans since his move to Russia, including his two little sons who shed tears when Garcia left.
And then there was Amanda Docherty, our course lead and former Arsenal communications head, who reminisced about her time working with Sol Campbell—referencing his stint with the T&T national team in 2017, also remember the Hoyte brothers, Justin and Gavin.
Northern Ireland FA's Nigel Tilson regretted not being able to accompany his national team for a friendly against T&T in Tobago in 2004.
Even the more light-hearted anecdotes carried weight. Richard Bagnall, a PR measurement expert, shared stories of his visits to Barbados in the 1980s, including an unforgettable run-in (literally) with Curtly Ambrose. Moments like these, humorous yet heartfelt, reminded me of how the Caribbean has quietly left impressions on people in places we don’t always expect.
These exchanges weren’t just casual chit-chat. They were real-time bridges being built—links that now connect T&T to decision-makers, storytellers, and strategists from every corner of European football. And what connected us all? Shared memories, mutual respect, and a love for the game.
This experience reaffirmed a deep truth: football isn’t just about tactics or trophies. It’s a global language, a cultural connector. Whether it's through a shared admiration for a player, a World Cup memory, or a Caribbean holiday, football creates familiarity and relatability. And in strategic communications, just like in diplomacy, that’s often the hardest part. When you find common ground, doors open.
I return home not just with a certificate, but with a renewed sense of purpose. These new relationships, built on shared experiences and mutual curiosity, hold the potential to bring meaningful benefits, not just to me, but to T&T’s footballing landscape and beyond. From possible international friendlies to collaborative projects in digital media and sport development, the possibilities are real.
And it all began with conversations—sparked by football, sustained by mutual respect.
Shaun Fuentes is the head of TTFA Media and marketing. He was a FIFA Media Officer at the 2010 FIFA World Cup in South Africa and 2013 FIFA U-20 World Cup in Turkey. He has travelled to 88 countries during his journey in sport. The views expressed are solely his and not a representation of any organisation. shaunfuentes@yahoo.com