Digital transformation from start to finish

AS Roma

A project that involves all Calicantus departments


Founded in 1927, Associazione Sportiva Roma, better known as AS Roma, is one of Italy’s leading football clubs, renowned in Europe and worldwide.

The Giallorossi (red and yellows) have participated in 93 Italian championships, 89 of which in Serie A, winning 3 league titles, 9 Italian Cups and 2 Italian Super Cups. In Europe, their best results are the success in the Inter-Cities Fair Cup in ‘60/61, the Anglo-Italian Inter-League in 1972, as well as a Champions League final in 1984 and an UEFA Cup final in 1991, the year in which they topped the world football club performance league table drawn up by the IFFHS (International Federation of Football History & Statistics’).


Art directionDigital ADVGestione logisticaGestione vendite online – merchant of recordLogistics managementMerchant of recordsWeb designWeb development


– set up an official store to represent the identity of ASRoma

– present the ASRoma product range in a lifestyle key

– create an appropriate digital space for launches and seasonal events

– increase awareness and digital turnover

– boost user loyalty

– grow digital business worldwide

Strategie e strumenti

In 2020, ASR launched an ambitious and far-reaching project that will give the group and the team further visibility worldwide, extending the brand to new targets and allowing fans around the world to buy their favourite team products online.

The Digital Transformation journey covers different areas of the company and involves all departments of Calicantus, including the revamping and direct control of the online sales channel of branded merchandising through the Magento Commerce CMS (Content Management System) platform.

In this project, Calicantus acts as the Merchant of Records of the brand and provides logistical and administrative coordination, a medium-long term digital strategy, and ongoing consulting and support.

Increasing digital awareness and turnover through an internet portal dedicated to the most loyal fans

Art direction Digital ADV Gestione logistica Gestione vendite online – merchant of record Logistics management Merchant of records Web design Web development