September 16, 2025

Roma, the figures coming from sponsors: the numbers

By Federico Calabrese

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Roma’s Numbers

In today’s football world, a technical sponsor is not just a company that supplies match kits. It’s a strategic partner, often global, capable of influencing a club’s visual identity, international reputation, and commercial revenue. This is especially true for a club like AS Roma, which in recent decades has experienced a major evolution in this area, moving from Italian brands to international giants like Nike, New Balance, and, more recently, Adidas.

To understand the current situation, it helps to take a step back and look at how this path developed. In the 1980s and 1990s, Roma was associated with Italian brands like Diadora and Kappa—names closely tied to the territory and known for their recognizable style. At that time, the relationship between club and technical sponsor had an almost emotional value, less commercially driven and more about local representation.

Everything changed in the early 2000s as football became increasingly globalized. In 2013, Roma signed a ten-year deal with Nike, starting from the 2014–2015 season. The agreement was enthusiastically welcomed by many fans and professionals—it marked Roma’s first real entry into the “club” of major global sports brands. Nike was to provide not only the official kits but also all training gear, casualwear lines, and kits for the youth and women’s teams. In addition to technical supply, the deal included fixed payments, performance bonuses, and, above all, percentages on merchandising sales.

Roma-Nike: The Figures

However, the partnership between Roma and Nike was not as long-lasting as expected. In 2020, after just six years, the two parties decided to end the agreement early. Official statements were neutral, but deeper economic and strategic reasons lay behind the decision. Under its new American ownership, Roma was dissatisfied with the contract terms—particularly the low percentage on sales and the limited global distribution of merchandise. Additionally, Nike did not seem to treat Roma as a priority in its portfolio of sponsored clubs, which likely influenced the decision.

The 2020–2021 season was transitional. Nike remained the technical sponsor, but with a reduced presence. Then, in 2021, Roma announced a new partnership with New Balance. This marked a strategic shift: the club opted for an emerging brand in European football, eager to grow and promising a more balanced relationship. The contract included a larger share of merchandising revenues and a stronger focus on the club’s global image. It wasn’t just about kit design, but also about international visibility and product distribution.

Still, this partnership didn’t last long either. In 2023, Roma officially switched to Adidas, marking a return to a brand already present in the club’s past, albeit briefly. Adidas’s return was welcomed by fans, both for nostalgic reasons and the prestige of the brand. Adidas is a global industry giant with a solid reputation for quality, design, and elevating the clubs it sponsors. The new partnership promises Roma greater international exposure and a more modern, dynamic approach to merchandising.

Beyond the names and sponsor changes, it’s worth understanding why these contracts are so crucial to a club’s financial and sporting life. First, there’s the financial side. Technical sponsors pay a fixed annual fee, often with performance bonuses and a share of official product sales. In some cases, these revenues can significantly impact a club’s financial balance, especially one with a large fan base and an active international market.

Then there’s branding. Associating with a brand like Nike or Adidas means global exposure, marketing campaigns, and collections that reach markets as far away as Asia, North America, and Africa. A good technical sponsor is also a commercial partner that helps the club grow its identity worldwide.

Product quality also plays an important role. Fans want kits that look good, are well-designed, technically advanced, and possibly sustainable. The shopping experience, product availability, and unique designs all strengthen—or weaken—the bond between club and supporter. When Roma signed with Adidas, many hoped for a renewed focus on club tradition, with designs inspired by its history, colors, and iconic symbols.

roma ranieri

Identity and Numbers

Finally, there’s an emotional and identity-driven aspect that is often overlooked. The jersey is the ultimate symbol of a football club. For fans, it represents a deep, often visceral connection. Every change—whether a new sponsor, a new color, or a new style—is noticed, discussed, and judged. A technical partner cannot afford to ignore this emotional component. When Adidas unveiled the first Roma kits for the 2023–2024 season, the reception was positive precisely because the designs respected the club’s history and visual identity.

In conclusion, Roma’s technical sponsors reflect more than just who provides the team’s apparel. They tell a story of growth, ambition, and a constant balancing act between tradition and innovation. From Diadora and Kappa to Nike, New Balance, and Adidas, each chapter has marked a step in Roma’s transformation—both as a sports club and as a global brand. And in today’s football world, where image is almost as important as results on the pitch, choosing the right technical sponsor is one of the most delicate and strategic decisions a club can make.

The Numbers

The current agreement with Adidas began in the 2023–24 season. It includes the supply of match kits, training gear, and other technical apparel. According to several sources, Roma earns approximately €5 million per year from Adidas as part of the technical sponsorship.

In addition to this fixed income, Roma also generates significant revenue through merchandise, licensing, and other commercial agreements (main shirt sponsor, sleeve sponsor, etc.). According to the most recent financial report, commercial revenues and royalties from merchandise, licensing, and store sales (physical and online) reached approximately €26.87 million for the season ending June 30, 2024.

As for overall sponsorship revenue, Roma earned around €18.4 million in the same period. This figure includes deals with brands like Toyota, Socios, DigitalBits, and Auberge Resorts, in addition to Adidas.

Combining these numbers, it can be reasonably estimated that Roma earned the following over the last year: