AS Roma today unveiled a custom shirt with a greeting to fans in China in advance of the Chinese New Year – which begins Thursday, February 19th.
A groundbreaking first for an Italian football club, AS Roma will wear the customized top this Sunday, February 15, for the club’s home Serie A match against Parma. China Central Television (CCTV5+) will broadcast the match nationwide in China.
The initiative signals the beginning of Roma’s official engagement with Chinese fans and aligns with the club’s vision to become one of the world’s most successful and fan-friendly football clubs through several localized initiatives. Earlier this week AS Roma launched its official Sina Weibo account – the first time the club has communicated with Chinese fans in a local language. AS Roma invites fans to visit weibo.com/officialasromaand follow Sunday’s match live for the first time using the popular Chinese social media platform.
“We have many passionate fans in China and we look forward to communicating with them directly through Sina Weibo and other initiatives. We are committed to creating a real connection with fans in China through customized activities in Rome, China and through media platforms,” AS Roma CEO Italo Zanzi said.
In conjunction with the launch of the official Sina Weibo account and the customized uniform top, AS Roma players recorded personal video messages in Chinese for followers of the account. Fans can view the videos on the club’s Sina Weibo account.
AS Roma will soon announce further Chinese initiatives in various areas that will further expand the club’s reach in the country.
AS Roma is currently in second place in Serie A, the top-tier professional league in Italy. Off the pitch, AS Roma is planning a new 52,000-seat stadium and surrounding entertainment development – Stadio della Roma – that will serve the club and city of Rome as the pre-eminent sports and entertainment district in the world. More information is available at www.stadiodellaroma.com.
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