Serie A soccer team AS Roma announced an exclusive content partnership with Twitter on Tuesday. Roma’s official Twitter account will now stream exclusive live games, match previews, player interviews, squad training, and classic moments from the club’s archives.
This is the first partnership Twitter has signed with an Italian soccer club. As part of the deal, Twitter’s amplify feature will allow potential sponsors to promote their brands across Roma’s streaming content. In an official press release from the team, Roma says the content will be “made available to followers of one of Roma’s 15 official accounts.”
“Providing a wide offer, with videos and contents in the field of entertainment, news and sport is very important for Twitter and the partnership with AS Roma fits perfectly in this direction,” said Simone Tomassetti, Twitter’s Head of Sports Partnerships, Southern Europe, in the press release.
Roma’s English-language Twitter account, which posted a Tweet announcing its partnership with Twitter, currently has 379 million followers. The club’s Italian-language channel has 1.72 million Twitter followers.
“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,” said Francesco Calvo, Chief Revenue Officer at AS Roma, in the press release.
SportTechie Takeaway
This past July, Roma became the first Serie A club to live stream a match on Twitter, when 100,000 tuned in to watch a preseason friendly against Serie D club Latina. Although the recent press release does not specify which games will be streamed on Twitter, higher profile matches against fellow Serie A opponents would likely garner a much greater audience. Roma has undergone several tech initiatives under the ownership of Boston-born billionaire businessman James Pallotta, including engaging with Fan Manager’s AI platform to boost fan outreach.