Roma will be the first Serie A team to don New Balance jerseys as the two brands made their new multi-year partnership official starting from the 2021/2022 season. The Giallorossi had been looking for a kit supplier since opting out of their deal with Nike two years before its natural expiration last summer. New Balance reportedly edged out Reebok and Under Armour.
According to Calcio e Finanza, Roma will receive €3/4M per campaign thanks to the sponsorship, minus the cost of material for the squad and the staff (€1/1.5M). The new agreement includes much higher royalties on the retail sales (40%) compared to Nike (7-12%), generating more profit in the long-run.
The contract with New Balance is the final operation conducted by the head of marketing Francesco Calvo, who is on his way out of the club after the Friedkin family takeover, officially for personal reasons. Corriere dello Sport reported that he will be replaced by an unnamed young executive coming from Netherlands, who was selected through an algorithm and previously helmed a sportswear brand.
CEO Guido Fienga commented the new partnership: “This agreement represents an important step for the club and our ambitions to continue growing. New Balance are globally recognized as leaders in their industry and this will mark the start of many great new opportunities for us.”
Kenny McCallum, general manager of the Boston-based company, stated: “We are delighted to welcome AS Roma into our family, we are talking more than just a football club here: the Giallorossi have a style and approach that is unmatched in their sport, showing a deep sense of social responsibility and community spirit. We are immensely proud to be working with the club in order to bring our innovative approach to kit design and development to the beautiful word of Italian football.”