How AS Roma Turned Turned Their Bus into a Fan Engagement Opportunity

Fan Engagement, Sports Marketing, Supplementary Revenue

Roma have a new American owner and the marketing smarts from Pallotta and his forward thinking approach are starting to show.

One of the initiatives that they have been pushing across social media and their website is the Roma bus – and the chance to have your face on the side of the vehicle.

This is a fun project that provides Roma with revenue and loyalty and gives fans an opportunity to be visible every time the Roma bus pulls into the stadium.

New York City FC recently launched the same initiative for their shirts, but this option was limited to season ticket holders only.


As a sports team, what can you give fans the opportunity to be a part of?

Buffon winning MVP award

Fan Engagement: How The Top Team in Italy Excels at Fan Interactions

Fan Engagement, Italian Soccer Marketing, Soccer Marketing, Sports Marketing

I am a Serie A fan, but definitely not a Juve fan. It’s nothing to do with the club per se, but more as a result of their dominance in the Italian league. I like to see different clubs competing for the Scudetto, and always having one team winning can become tiresome.

Nevertheless, I have been very impressed with their marketing, and today I want to highlight one aspect – which is how they provide unique opportunities for their fans.

In this tweet we see Brazilian Teodoro with exclusive access to the pitch and to a player. You can see from his face that this is an incredible moment.

Providing this unique opportunity shows that they care about their fans and is consistent with their dedication to providing experiences for what they call JMembers.

The MVP award that Buffon is receiving in the image above was also voted by the fans, as is done after every game, so not only does an individual fan have his dreams come true, but each of the Juve fans from around the world are part of that moment. Like New York City FC have recently done with their City Voice site, Juventus give the fans a chance to contribute to the club.

Take a look at the full experience here:

What can other clubs take away from this?

Look for opportunities with your club where you can turn the spotlight to your fans – often at no cost. Give your supporters the chance to be close to the club and it’s players and then promote these events when they take place.