AS Roma is first Italian football club to partner with Twitter
Serie A side AS Roma has become the first Italian football club to agree an exclusive content partnership with social network Twitter.
Thanks to this new partnership, Roma’s fans and followers, as well as the wider Twitter community, will be able to enjoy exclusive live games, match previews, player interviews, squad training as well as classic moments from the club’s archives.
AS Roma’s innovative strategy on the platform has seen the club quickly labeled the ‘Kings of Football on Twitter’ by the media and has won both critical praise and new followers all over the world.
“In a world where elite footballers and their clubs are increasingly more difficult to engage with, Roma has led the way in changing its relationship with an audience,” claimed Bleacher Report recently, while the social media analytics company Deportes & Finanzas subsequently revealed new figures that demonstrated that Roma’s English Twitter account boasted the highest engagement percentage of any club in Europe.
This is the first deal that Twitter has signed with an Italian football club, allowing a greater global audience to consume the content that will be made available to followers of one of Roma’s 15 official accounts.
The other innovative feature of this partnership is that Twitter can offer that content to potential sponsors of the social network who will be able to promote their brand using Twitter’s amplify product.
Simone Tomassetti, Twitter’s head of sports partnerships Southern Europe, said: “We are proud to have signed this deal with AS Roma, a partner who communicates in an innovative way. Providing a wide offer, with video and content in the field of entertainment, news and sport is very important for Twitter and the partnership with AS Roma fits perfectly in this direction.”
Francesco Calvo, chief revenue officer at AS Roma, added: “Roma’s innovative and award-winning social media strategy has been widely hailed as a game-changer in the world of sport and we’re delighted to have become the first club in Italy to enter into this kind of commercial partnership with Twitter. The new deal will enable us to deliver an even more engaging experience to our fans and followers, bringing them even closer to the club, and also allow us to deliver increased exposure and value to new and existing sponsors.”