Official: Roma partners with CAA Sports


AS Roma released the following statement this afternoon regarding their newly formed partnership with CAA Sports for the sale of the naming rights to the Stadio della Roma:

AS Roma SPV, LLC, the controlling owner of the Italian Serie A Football Club AS Roma, today announced that it has formed a global partnership with CAA Sports, a division of Creative Artists Agency (CAA), the world’s leading entertainment and sports agency, to help bring to market the next great sports and entertainment destination in Europe, Stadio della Roma.

CAA Sports has been engaged to sell global naming rights and foundation-level partnerships for the new stadium and entertainment complex.

Located in Rome, the birthplace of sports, entertainment and culture, this landmark property will be anchored by a 52,500-seat state-of-the-art stadium, the new home of AS Roma, one of Italy’s most storied clubs, which this past season qualified directly to the Group Stage of the 2014-15 UEFA Champions League.

Set to open for the 2016-17 Serie A season, the complex will also include: a 14,500-seat in-stadium amphitheater; a 4,500-seat outdoor amphitheater; a 900-seat indoor concert venue; a state-of-the-art football training center; a Nike Superstore; the AS Roma Hall of Fame & Museum; an expansive retail and dining corridor; and an office park. In total, the property will play host to over 200 events per year, including AS Roma football matches, concerts, European football and rugby competitions, global sporting events, film, music and food festivals and much more.

And to further cement its status as a global brand, AS Roma announced today that it has officially opened an office in New York City, giving the club a permanent home in the U.S. where it can grow its commercial operations.

“About two months ago, we took a major step forward by announcing our long-awaited plans to build a new stadium and a world class entertainment destination,” said AS Roma President James Pallotta. “Today’s announcement of our partnership with CAA Sports, the best in the business, is a significant step in bringing the plans and our vision to life.

“As we start conversations with potential corporate partners, our primary selling point is more than just aligning your company or brands with one of world’s most historic football clubs in AS Roma. It’s about being one of the first stakeholders in a sports and entertainment complex unlike any in the world. And it’s about having a meaningful presence in one of the greatest cities in the world. CAA Sports will be central to telling our story and building our business to audiences and prospects worldwide.”

Named Best in Property Consulting, Sales and Client Services at the 2014 Sports Business Awards, presented by The Sports Business Journal, CAA Sports’ industry-leading Property Sales group is comprised of many of the most accomplished executives in sports, with experience ranging from professional teams and leagues to marketing agencies and brand management. Pioneering new territory in the global sponsorship landscape, CAA Sports has negotiated many of the industry’s most ground-breaking deals and won a multitude of sports’ widely sought-after partnerships.

CAA Sports has completed more than $3 billion in new sponsorship business on behalf of its clients and orchestrated precedent-setting agreements, including Madison Square Garden’s Marquee Partnership with JP Morgan Chase, which has been called the most lucrative building deal in sports history, and the U.S. west coast’s largest naming rights deal for the San Francisco 49ers with Levi Strauss & Co.

“We have enjoyed a longstanding friendship with Jim Pallotta and his management team, and are thrilled to partner on this incredible opportunity,” said Mike Levine, Co-Head, CAA Sports. “The magnificence and incredible size and scope of this project with the new stadium, fan village, and retail district, as well as the on-field success and off-field popularity of AS Roma, makes this one of the most exciting projects we have ever seen.”

CAA Sports also has deep experience in international football, representing clubs like FC Barcelona and Chelsea FC, and through its affiliation with CAA Eleven, managing the broadcasting, sponsorship, and licensing rights on behalf of UEFA, including the centralized commercial rights to the UEFA EURO 2016 qualifying competition, the European qualifying competition for the 2018 FIFA World Cup, and the 24-team UEFA EURO 2016 final tournament.

CAA Sports joins an impressive list of internal AS Roma partners, including Goldman Sachs, Starwood Capital Group, Legends Hospitality and Nike, who are working collectively to catapult the stadium development project and the club into international stardom.

“CAA Sports will be essential in our ability to attract the right business partners to align with the greatest destination for sports and entertainment in Europe,” said AS Roma Chief Commercial Officer Sean Barror. “Their experience, expertise, reputation and global network are unparalleled. Coming to market is a major milestone, one that will benefit greatly from our partnership with CAA Sports.”

Before joining Roma, Barror spent over two years as the Senior Vice President of Sales for Madison Square Garden, where his team was responsible for closing over $600 million worth of founding-level partnerships throughout the renovation of the property. Barror has already played a key role in the business growth of Roma, which includes securing new, top-tier sponsors Disney, Nike, AOL and Volkswagen.

After playing its 2012 and 2013 summer matches in the U.S., Roma is returning stateside for the third consecutive summer. Last month Roma held its annual training at the ESPN Wide World of Sports Complex at Walt Disney World. Later this summer, Roma will return to the U.S. for a rematch against Liverpool FC at Boston’s Fenway Park (July 23) before playing in the Guinness International Champions Cup.