New Balance and AS Roma have today announced an exciting new relationship, which will see the global sports brand become the Club’s official kit supplier from the 21/22 season.
New Balance and AS Roma officially confirmed the deal via a specially created AR filter game for Instagram. The filter enables fans around the world to experience the streets of Rome, whilst discovering the New Balance sponsorship. During the game, designed exclusively to enable Roma’s fan base to play their part in kicking off the new partnership, players can collect footballs and other unique club objects as they navigate the city.
🐺📲 To celebrate the new partnership – try out our VR filter game on Instagram! 🟡🔴
— AS Roma English (@ASRomaEN) February 16, 2021
New Balance will design and manufacture all technical kit and training apparel for the Italian giants – holders of three Serie A, nine Coppa Italia, two Super Coppa Italiana titles and one Inter-cities Fairs Cup.
The agreement, effective from July 2021, gives New Balance a strong presence in one of Europe’s elite leagues and helps to propel the brand’s growth plans for global football.
General Manager of New Balance Football, Kenny McCallum said:
“We are delighted to have AS Roma join the New Balance family. This is more than a football club; the Giallorossi have a unique voice in the game that demonstrates a true sense of social responsibility and community. We are immensely proud to be working with the Club, to bring our innovative approach to kit design and development to the beautiful world of calcio.”
Guido Fienga, CEO of AS Roma said:
“This agreement represents an important step for the club and our ambitions to continue growing. 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 kits to them, and cannot wait to see AS Roma players wearing the new shirts.”
As part of the deal, AS Roma products will be sold through New Balance retail stores globally. The Giallorossi will become the first team in Serie A to compete in New Balance.