Roma go regional with 678.com deal

August 1 – Italian giants AS Roma have announced a new regional sponsorship with Asia-targeted betting site 678.com.

The online bookmaker will have ad inventory on pitch-side LED displays during matches at the Stadio Olympico, but the ads will only appear on broadcasts in the Asian region.

In Italy betting sponsorships and advertising around football matches have been banned since 2019. Roma previously had a €15million sponsorship with Betway. Following the economic impact of Covid the FIGC requested a two-year (minimum) lift of the ban until 30 June 2023, arguing for the creation of a Football Savings Fund (basically an additional betting tax), also with an end date of 30 June 2023, which would see 1% of all online and in-person sports bets in Italy sent to a national fund managed by the FIGC. However the appeal was overruled by government.

The ruling does not cover international markets and under the deal 678.com will have rights to leverage the AS Roma brand to promote via the club’s digital platforms.

“This partnership means a great deal to both brands and brings together AS Roma’s passionate fans with the many users of 678.com,” commented 678.com Brand Manager, Jason Fong. “The club’s history and prestige are a positivity boost for our brand and I am sure this union will enhance our expansion strategy.”

This is the latest deal in a busy month for Mourinho’s men, as the club announced their switch from New Balance to Adidas as the official kit manufacturer after signing a long-term deal worth €5 million per season. The three stripes will make their first appearance in 30 years on the 2023/24 AS Roma kit.

Michael Wandell, Chief Commercial and Brand Officer of AS Roma, commented: “As a Club, we are constantly working to find the right balance between the old and the new, the ancient and the modern. The return of our partnership with adidas and the launch of this kit allows us to look back and honour the greatest champions in our club’s history, in a style that simultaneously conveys our ambitions for the future”.

Contact the writer of this story, Harry Ewing, at moc.l1713242282labto1713242282ofdlr1713242282owedi1713242282sni@o1713242282fni1713242282