AS ROMA were crowned Digital & Social Activation award winners at the Fanalyse Summit in Liverpool on Thursday, in recognition of the club’s standout content strategy.
The Serie A club have made positive waves across social media in recent years, taking a less traditional view to communicating with their fans. They were shortlisted alongside Real Madrid, Red Bull Racing, Everton and commendation runners up the English Football League, who were noted for their iFollow innovation.
Head of Digital & Social Media Paul Rogers was presented the award by Scott Chapman of Shared Access following his participation in the summit at Anfield, Liverpool.
“It’s a great honour for Roma’s digital and social content to be recognised by Fanlayse with this award,” claimed Rogers. “As an organisation, Fanalyse leads the way in fan engagement, helping brands better interact with supporters and I think Roma demonstrated this summer that when it comes to content, we definitely take a fan-first approach.
“The summer transfer video campaign was all about injecting some fun back into football. When it comes to social media, we don’t take ourselves too seriously and we’ve found that appeals to not just Roma supporters but also fans of other clubs who have developed a soft spot for us.”
Fanalyse CMO Barrie McAuliffe spoke of the award decision, saying, “If we polled a room full of proactive digital communications executives to draw up a list of the top five European clubs making the best use of multiple social and digital channels, it’s a safe bet that AS Roma would feature heavily.
“Last summer, having pretty much already revolutionised player reveal videos under Paul Rogers leadership, AS Roma ran away with the 2017 transfer window communications race, doing so by unstuffing their shirts and taking an informal, humour driven approach when appropriate. It’s a tact that many have copied and for good reason.”
— AS Roma English (@ASRomaEN) August 29, 2017
The Fanalyse awards have been created to recognise market leaders and creative pioneers in the sports marketing industry, with previous winners including the likes of the Manchester City, the Open Championship, Amsterdam Arena, Seattle Sounders, Everton and Chelsea.
Notable sports industry decision makers had attended the summit at Anfield earlier in the day with keynote speeches being delivered by leading minds from BBC Sport, Laduma, Populous Activate, Southampton and The Football League.
The Fanalyse team are now turning their attention to another top quality summit at Stamford Bridge, Chelsea in six months.