The new partnership between #ASRoma & the Nigeria Football Federation was unveiled on Friday in Abuja & will see Roma & @thenff work together on youth player development, football administration & digital media initiatives. — CampsBay Sport Media (@CampsBayMedia) September 20, 2019. New York, NY. So I think the initial idea about connecting with the fan on what we do, and making it much more engaging and an experience resembling social media was something we wanted to carry over. In 2015, he used Reddit to crowdsource fan feedback that inspired an award-winning website, and now the club is back at it again.

There’s no such thing as a digital strategy anymore, it’s a brand strategy—or a club strategy—and digital is all encompassing. In the past there could be friction in those areas, and digital was handed something and you’re like “Okay, what are we supposed to do here?” I’ve seen it on both sides of the table, but we’re not really looking for a contract-based partnership approach, we’re looking for a fully-ingrained, immersive partnership. We are delighted to announce that Paul Rogers, Head of Strategy at AS Roma has joined our online certificate program in "Managing Digital Transformation in Sports ". March 18, 2019. Present at the signing of the deal were Minister of Youths and Sports, Sunday Dare, NFF first vice-president, Barr. How did the “connected fan” influence strategy for creating this new user experience? I’m in Rome at the moment. We don’t really look at other football clubs for inspiration; we try to look outwards. We can choose to invest in tech, great developers, programmers, and designers, but the world moves so quickly. Is it the fans or the technology that’s evolved so rapidly in three years to already require a tune-up in 2018?

All of these clubs have millions, and in some cases, hundreds of millions of followers. We’re always looking to improve everything we do. Juventus : une dynamique expansionniste à relancer ? The deal which was signed in Abuja will see Roma work with the NFF on Youth Development, Digital media initiatives and football administration in the country, while the NFF in return will help with Roma’s development initiatives in the country. Meanwhile, NFF President, Amaju Pinnick expressed his delight, saying it shows how far the NFF have come. There’s a 24-hour TV channel all about the club, a whole daily newspaper dedicated to Roma and even a multitude of talk radio stations all analysing and debating the team every single day. Fans seems to like it and it’s not just our own fans. Telling stories of football players is what Flemlo Raps loves to do. We have a lot of followers who don’t support Roma. “This club is known throughout football for having one of the most accomplished youth development programmes in the world and in recent years, Roma has developed more players who’ve gone on to play professionally than any other club in Italy. Roma have shown an incredible support for the Super Eagles and have fully embraced Nigerian football fans, even launching a Pidgin Twitter account, and we look forward to unveiling the exciting projects and initiatives this partnership will unlock.”. That in-turn affects user habits. We’ve seen a trend emerge in which sports properties and brands are bringing their digital work in-house. We reached out to the fan community [on Reddit] and took their input on what they thought should be on it, everything from the content proposition down to the navigation and functionality we were going to offer. We’re more interested in stuff where somebody criticizes something. Omnigon has worked with the NFL, they work a lot in golf; they’re across different sports, particularly American, so we try and learn from that as well. They like Roma, but they may support Bayern Munich or they may support Liverpool, Man United, or anyone. The site was ranked as 6th-worst in the Champions League at the time and is now in the top ten. From day one, he’s made it absolutely clear that while football and results on the pitch come first, social and digital media is going to be fundamental in helping build Roma into one of the biggest football clubs in the world. Please enter your username or email address to reset your password. See course calendar here. In terms of our partners, they want their content to be seen and readily available. For clarity, this interview has been condensed and edited.

After rebuilding our platforms, including our flagship website which has since gone on to win a number of awards, our challenge was to break down the communication barriers between the club and the fans – in particular, fans outside of Italy. What will be the next big project of the club on social media? Once we’re rebuilt our platforms, starting producing more content and solved the language issue, then it was all about creating our own unique tone and style on social media. I will say that innovation is important to Roma but I want to be careful that I don’t overstate its importance. Over the last 12 months, we’ve really put a lot of effort into Twitter and Instagram and obviously we’ve completely relaunched our website this season, which has been a lot of work.

© 2020 Hashtag Sports. A Manager's Toolkit for Supporting Change; Consulting Foundations; SUBSCRIBE TO OUR NEWSLETTER AND LEARN HOW TO ADVANCE So we try to project that sort of fun into it because to be honest, that’s what we like. We are taking a slightly different path and doing things our way. Netflix is now so common that people understand the concept of paying for video content, and they certainly will pay for premium video content. We like to innovate – whether that’s in terms of technology or content – but there has to be a reason for it more than just innovation for innovation’s sake. Speaking with Hashtag Sports for a quick chat after the refreshed site launched, Rogers discusses the role a website plays in a team’s marketing funnel, the ways digital is impacting sponsorship sales, and how the club is winning on social with one simple trick: being human. How are you using the website as a platform to create new opportunities for partners who are eager to reach fans digitally? Other Speakers for today are Mario Leo, Results Sports Founder and  Emeka Enyadike of Digital Sports Africa. If we think that there is a gap in the market for something – and if no one else has done it or thought about, I think that’s great, we’ll try and do it. To be honest, the best feedback we ever see is negative feedback. Fundamental. Paul Rogers Chief Strategy Officer at AS Roma official. Meanwhile, Roma’s Head of Strategy, Paul Rogers will be speaking at the Africa Digital Sports Conference today. We’re not a tech company, but we probably are a content company. With Gen Z increasingly favoring short-form, positive content, sports marketers can connect with a new audience by producing content on TikTok. What’s your approach to partnering with technology and service providers vs. executing in-house on AS Roma’s digital initiatives?

Often considered as an innovative club on social networks, AS Roma has strongly internationalized its audience on digital media in recent years. I don’t think we would try and become a tech company anytime soon because it just moves so fast. No one minds that something’s branded if it’s great content.

How has the connected fan changed the way AS Roma thinks and operates? What did you learn from the experience of listening to and implementing fan feedback? It’s nice if you read [positive] comments, but they’re less helpful. La Juventus en quête d’un nouveau partenaire financier ? Engage, Privacy Policy | Terms of Use | Advertise | Get Featured | Weekly Recap. How would you define your strategy? Why should sports marketers partner with emerging platforms. You can download the course prospectus and preliminary calendar below: The Battle Of The Kit Sponsors In The Uefa Champions League, Feckk – Fan Engagement Conference Summary. FC Barcelona Made History – How Did The Sponsors React? We can put it front and center, and we’ve certainly integrated sponsors in a better way than we could have on our previous site. Thanks to technology, fans can have so much more in 2019. As well as Roma fans, we now have lots of followers of other clubs who choose to follow Roma, particularly on Twitter, as they enjoy the content and the tone. More and more people spend time on social because there’s so much content to consume, but I see the website as a flagship platform for us.

Paul will also deliver the masterclass "Inside Roma's Digital Revolution" to the cohort to explain his experience in creating content marketing strategies, brand building, strategic planning, social media, and generating new revenue streams through content. Is it a good piece of content, or is it an ad? Weekly Newsletter Learn the business skills to work in football and network with top industry professionals. ONLINE CERTIFICATE I think it’s a bit of both. March 18, 2019. We feel that this partnership can be incredibly beneficial for the Nigerian national team at all age levels and Nigerian football as a whole. But it has to be authentic; it has to fit your audience. Engaging the modern fan requires understanding modern platforms. Start Date: Request more information | Duration : 6 Months.