Alfie Dickin

After graduating, Alfie secured a full-time role with Derby County Football Club, and shares some of his incredible moments in football journalism.

From student to communications assistant at Derby County

For Alfie, a passion for football and storytelling naturally led him to pursue the BA (Hons) Football Journalism course. Studying full-time between 2021 and 2024, he was drawn to the course for one clear reason: it was unlike any other. The course offered a unique combination of industry insight, practical opportunities and professional connections.

Those opportunities would ultimately shape Alfie’s career. In July 2024 – in the same week he graduated – he stepped straight into a full-time role as Communications Assistant at Derby County Football Club, turning the experience he gained during his studies into the start of a career in the football media industry.

Turning passion into a career

In his role at Derby County Football Club (DCFC), Alfie became part of the communications team responsible for managing and producing the media output of a professional football club. His work spans both on and off-pitch coverage across the Men’s First Team, Academy and Women’s First Team.

Day-to-day, Alfie contributes to social media content, writes copy for the club website and helps produce the official matchday programme. He also conducts interviews with players and the Head Coach, liaises with local and national media, and supports the organisation of media accreditation and provision at Pride Park Stadium.

Alongside these responsibilities, he also helps oversee University of Derby students completing placements with Derby County’s Women’s and Academy teams – supporting the next generation of Football Journalism students following a similar path.

Learning through real industry experience

A key turning point during Alfie’s studies came in his second year, when he secured a placement with Derby County Women through the University. The experience allowed him to work directly within a football club’s media environment - covering all but two matches over two seasons during his studies - gaining hands-on experience across a wide range of tasks.

These included writing match reports and previews for the club website, delivering live in-game coverage on social media, interviewing players and coaching staff, filming matches for highlights packages, producing graphics and contributing to the women’s matchday programme.

The practical nature of the course complemented this real-world experience. Modules such as Social Media Management in Football, Podcasting and Live Radio, and Video Journalism helped Alfie develop technical skills while understanding the wider theory behind modern sports journalism.

Memorable moments in football journalism

During his time at university, Alfie experienced opportunities that many aspiring journalists only dream of. One standout moment came in 2022 when he was selected, alongside fellow students, to receive media accreditation to cover the UEFA Women’s European Championships.

Reporting on matches, media days and tournament events, Alfie covered several games, including the historic final at Wembley Stadium, where England’s Lionesses won the championship. His work during the tournament was published by outlets including the course’s DerbyUniFootyJournos website, Reach PLC’s Football London, and the FA’s EnglandFootball.com.

Another memorable full-circle moment came through the University’s partnership with DCFC. In his first year, Alfie interviewed academy player Eiran Cashin at Moor Farm Training Centre as part of a course project. Three years later, after joining the club professionally, his first on-camera interview for DCFC's official channels was with Cashin again - now an established first-team player.

Building skills for the industry

Throughout the course, Alfie developed a wide range of practical media skills using professional equipment and software. The University’s Media Loan Hub at the Markeaton campus provided access to cameras, microphones and tripods, while editing tools such as Adobe Premiere Pro and Adobe Audition helped him refine his video and audio production skills.

Combined with lecturers who remain actively involved in the journalism industry, the course offered both practical insight and critical discussion around the wider role of media and sport in society. This blend helped Alfie build a strong foundation before entering the professional world.

Advice for future students

Reflecting on his journey, Alfie believes the key to success is making the most of every opportunity available during the course.

Looking ahead

Today, working in the fast-paced environment of Championship football, Alfie continues to build on the skills and experiences he developed during his time at the University of Derby, proving how hands-on learning and industry connections can turn ambition into a career.