AS Roma have taken their first steps to engage with fans in China with several new initiatives.
A few days ago the club revealed their plans, which include a message in Chinese on the front of the club’s home shirts and the launch of an official Sina Weibo account – the first time the club have communicated with Chinese fans in a local language.
Roma wore their special top, timed to coincide with Chinese New Year on 19th February, during the weekend’s game against Parma in Serie A. The match was also broadcast on China Central Television (CCTV5+).
AS Roma CEO Italo Zanzi said:
“We have many passionate fans in China and we look forward to communicating with them directly through Sina Weibo and other initiatives. We are committed to creating a real connection with fans in China through customized activities in Rome, China and through media platforms.”
To celebrate the launch of the Sina Weibo account, the players also recorded personal video messages in Chinese exclusively for their followers on the network.