For many years, AS Roma has been regarded as one of the most passionate fan bases in European football. However, the club has struggled to fill their stadium, the Stadio Olimpico, in recent years. This article looks at the reasons behind AS Roma’s success in selling out all of their home games during the 2022 and 2023 season.
By Bruno Ivich
AS Roma has been playing their home games at the Stadio Olimpico since 1953. The stadium, which is located in Rome’s Flaminio neighborhood, has a capacity of 70,634. Despite the large capacity, AS Roma has struggled to fill the stadium in recent years. In the 2019 to 2020 season, AS Roma had an average home attendance of 34,409, which was the seventh highest in Serie A. However, this was still only 48.8% of the stadium’s capacity.
In the 2020 to 2021 season, the COVID 19 pandemic saw most football games played behind closed doors. AS Roma’s home games were no exception, and the club played their games without any fans in attendance. This situation continued in the 2021 to 2022 season, with only a limited number of fans allowed inside the stadium due to COVID 19 restrictions.
The 2022 to 2023 season was a significant turning point for AS Roma regarding their home game attendances. The club sold out all of their home games during the season, bringing the stadium to full capacity. There are several reasons behind AS Roma’s success in selling out their home games.
New management with increased investment
AS Roma’s owner, Dan Friedkin, has invested heavily in the team since taking over in 2020. Friedkin’s investment has seen the team sign high-profile players such as Tammy Abraham, Rui Patricio and coach Jose Mourinho. These signings have increased the team’s profile and, in turn, increased fan interest in the team. The team’s improved performance on the pitch has also contributed to the increase in attendances. One clear example was the championship of the European Conference league in 2022.
Furthermore, AS Roma has made significant investments in improving the fan experience at the Stadio Olimpico. The club has introduced several new initiatives to enhance the fan experience, such as improved food and beverage options, better Wi-Fi connectivity, and more comfortable seating. Additionally, the club has implemented several sustainability initiatives, such as reducing plastic waste and increasing the use of renewable energy. These initiatives have enhanced the overall matchday experience and contributed to the sold-out home games.
Effective Marketing and Promotions
AS Roma has also been successful in effectively marketing and promoting the team. The club has leveraged their strong social media presence, with over eight million followers on Twitter and almost six million on Instagram, to engage with fans and promote the team’s brand. Additionally, the club has introduced several promotions to incentivize fans to attend matches, such as discounted tickets for students and group discounts. These promotions have been successful in attracting new fans to the stadium.
Great Bundle Strategy
A great strategy that has been implemented by AS Roma in the 2022-2023 season is to bundle 3 games together with a discount. This strategy has been key to the success of the fan attendance since it is cheaper to buy 3 home games together in a bundle, rather than 3 individual and separate tickets. The strategy was launched especially on important match days and has been successful to generate more passion and emotion among fans. As of now, it is estimated that over one million Roma supporters have attended games at the Stadio Olimpico so far this season: a staggering number given the limited capacity compared to other major European stadiums.
Overall
In general, AS Roma has identified a problem with low attendance rates and a big stadium with unfilled capacity. By learning about the problem, the administrative and marketing team have crafted a great solution. The solution implied answering the question: how can we make our fans go to the stadium? The techniques used such as investing on more renowned players and coach improved the performance on the pitch and with collective marketing efforts, home games are always sold out matches.
AS Roma’s success in selling out all of their home games during the 2022 to 2023 season is a significant achievement for the club. The team’s improved performance on the pitch, investment in the fan experience, effective marketing, and promotional initiatives have all contributed to the sold-out home games. The club’s focus on sustainability and commitment to improving the fan experience has been particularly noteworthy. It remains to be seen if the club can replicate this success in future seasons, but the sold-out home games are an excellent foundation for the club’s future growth, and financially speaking revenues.
AS Roma is a football club that, despite its potential and resources, has yet to achieve consistent success at the highest level. Often referred to as a “sleeping giant”, Roma has the potential to become a dominant force in Italian and European football due to its rich history, loyal fan base, and talented squad. As of now, the AS Roma case study regarding fan attendance has been studied all around the world. Only time will tell if AS Roma truly becomes a giant in European football.
Photo: CC BY-SA 4.0
