Italian Serie A side AS Roma have announce a new sponsorship with New Balance, which will see the world-renowned sports brand become the club’s Official Kit Supplier from the 2021-22 season onwards.
The partnership was first revealed via an innovative augmented reality game on Instagram, which takes fans on an exciting tour through the streets of Rome.
The special filter allows Roma fans from around the world to come together to participate in the launch of the partnership, as they virtually run through the Italian capital collecting the logos of the two brands – cementing the new collaboration.
“This agreement represents an important step for the club and our ambitions to continue growing,” said Guido Fienga, the CEO of AS Roma.
“New Balance are globally recognised as leaders in their industry and we are convinced this new partnership will mark the start of many great new opportunities for our brand.”
“We are delighted to entrust the creation of our bespoke kits to them, and cannot wait to see AS Roma players wearing the new shirts.”
AS Roma will become the first Italian club to wear unique kits made by New Balance, as the Boston-based brand expand their influence into a new sector.
“We are delighted to welcome AS Roma into the New Balance family,” said Kenny McCallum, the General Manager of New Balance Football.
“We are talking about more than just a football club here: the Giallorossi have a style and approach that is unmatched in their sport, showing a deep sense of social responsibility and community spirit.”
“We are immensely proud to be working with the club in order to bring our innovative approach to kit design and development to the beautiful world of Italian football.”
As part of the multi-year agreement, AS Roma products will be made available to purchase in New Balance stores around the world.