Roma launches ambitious new impact report to measure its reach

The study – conducted by ItaliaCamp Srl together with Rome-based LUISS Guido Carli University’s Governance & Sustainability Research Centre – focuses on four areas: education and training for young people, club history and brand identity, fan relations, and the club’s role as an ambassador for the city of Rome.

The club will continue to work closely with both partners for the next two years, in order to establish as rigorous and insightful a final report as possible.

“We have adopted this innovative method because we wanted to take a structured approach to measuring social impact,” said Jim Pallotta, Roma president, at the announcement. “We are mindful of our moral obligation as a football club to play an active role in the local community.”

The document analyses and sums up the main activities that a club like AS Roma carries out – particularly in the city and surrounding area – from matchday initiatives to fan parks and soccer schools, describing the impact both on the club’s turnover and the wealth distributed among its various stakeholders: fans, customers, suppliers, local and national institutions.

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The aim, at the culmination of the two years, is to produce an Integrated Impact Report that provides a comprehensive overview of all activities carried out. It is estimated that at the end of the two-year monitoring period the prospective impact value will be between 10 and 15 million Euros.

All of AS Roma’s strategic choices are dictated and shaped by the desire to make investments that are capable of generating a tangible, predictable and measurable impact on a social level. It is these factors that the Impact Report intends to analyse, by using measurement tools and valuation metrics on both financial and social investments.

“The ultimate aim of the Impact Report is to place a tangible economic value on the many activities we run away from the game itself and the growth of the club and the AS Roma brand,” said Mauro Baldissoni, the club’s chief executive. “More generally, it is a way to show the city what the 'Roma Model' is all about.”

CONI President Giovanni Malago, who attended the announcement, added: “There needs to be a change in the culture of sports management and greater awareness of sport’s social power.

"We must harness this power and reward practices that positively impact the economy and the lives of Italians.”

Read the full press release in the attached PDF.