ELEVATING COMMUNICATION
ONE SCOOP AT A TIME
COMMUNICATIONS | CONTENT | EVENTS | PR | CAMPAIGNS
WHO
WE ARE
Welcome to Scoop Communications — where smart strategy meets standout storytelling.
I'm Sarah Widera, the founder of Scoop and a seasoned communications professional with over 15 years' experience in sport, media, and global events.
For over a decade, I've had the privilege of working with FIFA — leading communications for some of the world’s most iconic football moments, including The Best FIFA Football Awards, official Draws, global campaigns, and more than eight FIFA Congresses. Most recently, I played a key role in delivering all video content for the 75th FIFA Congress Asunción, Paraguay and helped bring Ronaldinho’s Joga Bonito Tour to life in Sydney — from brand development to talent management and PR.
My background as a journalist means I approach every project with a sharp editorial eye and a knack for storytelling. Over the years, I've built a trusted network of media, talent and stakeholders across Australia and around the world — and I pride myself on blending creative thinking with commercial acumen to deliver real impact.
Now based in Dubai, I continue to lead Scoop Communications — offering strategic consultancy, content creation, PR, and brand development for organisations doing big things across sport, entertainment, and beyond.
If you’re ready to get people talking, I’m ready to help make your story the one that stands out.
Let’s get the Scoop.
THE
SCOOP SUITE
CORPORATE
COMMUNICATIONS
& STRATEGY
CREATIVE &
CONTENT PLANNING/
PRODUCTION
PUBLIC & MEDIA RELATIONS +
TALENT MANAGEMENT
CAMPAIGN IDEATION, MANAGEMENT & ROLLOUT
EVENT OPERATIONS
COPYWRITING
& SUB-EDITING
OUR
WORK
FIFA – Congresses & Ongoing Content Support
Scoop continues to work closely with FIFA’s communications division, providing ongoing content production support across the organisation’s global channels. Recent work includes communications and content leadership for:
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the 75th FIFA Congress in Asunción, Paraguay (2025)
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the Extraordinary FIFA Congress 2024 in Zurich, Switzerland
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and the 74th FIFA Congress in Bangkok, Thailand (2024
Our work spans scripting, editorial, video production, social content, talent coordination, and cross-channel delivery — ensuring consistent, high-quality messaging across FIFA’s flagship events and platforms.
The Joga Bonito Tour – Sydney 2024
Spearheading the headline Sydney event of The Joga Bonito Tour, featuring football icons Ronaldinho and Tim Cahill, Scoop led end-to-end communications including PR, brand development, social media content, media accreditation, and talent management. From shaping the visual identity to delivering a press conference and managing public buzz, we brought this high-profile event to life at CommBank Stadium.
Optus Sport – UEFA Euros & Copa América 2024
Scoop was engaged by Optus Sport to deliver PR and communications for its dual tournament coverage of the UEFA Euros and Copa América. Our work included strategic planning, media relations, a high-profile launch event, guest list curation, talent management, social media content, and securing national media exposure — positioning Optus Sport at the forefront of football coverage in Australia.
Fleurs de Villes – VOYAGE at the Royal Botanic Garden Sydney
In August 2024, Scoop managed PR and media for the Sydney edition of Fleurs de Villes – VOYAGE, an immersive floral show blending art, storytelling, and culture. We secured widespread media coverage, managed influencer engagement, supported partnerships, and helped drive ticket sales for this globally celebrated event, proudly described as “sport for flower lovers.” Scoop is proud to have partnered with Fleurs de Villes to help bring their unique vision to life in Australia.
Craig Black x Fusion Rules
The perfect fusion of sport and art. With strategic PR, communications, media, and event expertise, Scoop delivered a sold-out event with 500+ registered guests and significant coverage across outlets including The Daily Telegraph, Daily Mail, Getty, Urban List, and Sydney Weekender. In partnership with Vandal Gallery, we brought Craig Black’s immersive art experience to life — and look forward to future collaborations with Studio Craig Black.
FIFA U-17 World Cup Indonesia 2023
Contracted by FIFA, Scoop led content production for the tournament, delivering editorial, visual, and photography assets for FIFA’s President and corporate platforms. From story ideation to shoot coordination and post-production, we played a key role in the event’s global storytelling strategy.
Sydney Marathon – Live Site Management
Scoop managed the Pyrmont live site during the 2023 Sydney Marathon, overseeing a team of vendors, volunteers, and entertainers to create a vibrant experience for participants and spectators alike.
FC Mother x Pelé Foundation Partnership
We proudly supported FC Mother’s global PR efforts in announcing a historic partnership with the Pelé Foundation. The unveiling of the first HOME Healing Centre in Santos, Brazil — Pelé’s spiritual home — marked a major milestone for maternal health in sport, and Scoop helped share this remarkable story with a global audience.
OUR
CLIENTS
At Scoop Communications, we’re proud to collaborate with world-class organisations across sport, culture, and purpose-led sectors. Our clients include:
Sport & Entertainment
FIFA
Optus Sport
Joga Bonito Tour
Sydney Marathon
Arts & Experiences
Fleurs de Villes
Studio Craig Black
Vandal Gallery
Purpose & Impact
Football Aid Australia
FC Mother
Pelé Foundation
We also partner with select agencies and brands behind the scenes, where discretion is key and outcomes speak for themselves.
Looking to join the list?
Let’s create something remarkable together.
OUR CLIENTS SAY
"We knew from our initial conversation with Sarah that she was the best person to help us with PR and communications for our art exhibition "Fusion Rules" launch night in Sydney, as she is incredibly experienced and has built a large network of contacts in the sports/media world. With Sarah's support, tickets for the event were sold out ahead of the launch night and the exhibition was featured in several media outlets which in turn opened up a number of opportunities for us that otherwise would not have happened. We absolutely loved working with Sarah, she really did go above and beyond to ensure everything ran smoothly on the night and we really hope to collaborate with Scoop Communications again in the future."
Alison Black, Managing Director - Studio Craig Black
GET THE
SCOOP
We can't wait to hear from you
📍Dubai, to the world
Ph: +61 431 800 891 (WhatsApp only)
Ph: +971 58 599 4296 (UAE local)
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