AS Roma redesigns asroma.com with help from its fans

The last place fans of sports teams think to look for information about their favorite teams is on the official team website.

That’s because, in general, the sites are poorly designed and not engaging.

Italian Serie A club AS Roma is seeking to change that with asroma.com. The club’s official site, asroma.com is crowdsourced – incorporating feedback from diehard fans via Reddit. These superfans are also contributing photographers, graphic designers and writers.

“This new website is an integral piece of our media platform strategy for the club,” said AS Roma President Jim Pallotta. “As a club we want to provide a platform to facilitate interactions and foster the creativity of our fans all across the world. This is an important step in creating the most connected club in football.”

To help design the site, AS Roma turned to Omnigon, a digital consulting firm that has helped designed multiplatform experiences for Fox Sports, the PGA Tour, and the Rugby World Cup.

“We are thrilled to have worked with AS Roma on the design and development of their new website,” said Igor Ulis, Omnigon’s Chief Executive Officer. “Early on in the process we understood how important it was to create a fully-immersive experience for the fans, one which would not only highlight on-pitch action and match commentary but would allow them to contribute to the overall Roma dialogue. We are excited to roll out this most compelling and informative experience to the millions of Roma supporters worldwide.”

The mobile-responsive asroma.com features a card-based content feed that helps fans consume content quickly on the go, a unique tagging system that allows users to surface the content that interests them, and Roma TV+, a new video platform that gives fans extensive access to Roma videos.

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