Contract details
Start date:
End date:
Status:
2022
2024
Training kit partner
Inventory:
Leagues and Tournaments:
Trainingwear
AS Roma and Toyota: A Comprehensive Partnership Expanding Beyond Football
On August 17, 2022, AS Roma announced a strategic sponsorship agreement with the Toyota Group. As part of the deal, Toyota became the club’s main global partner, with its logo appearing on the training kits of all AS Roma teams, including the men’s, women’s, and youth squads.
The partnership goes beyond branding, incorporating mobility solutions for the club. Toyota provided AS Roma with a fleet of electric vehicles, including models from Toyota and Lexus, while its subsidiary KINTO became the official Mobility Service Provider of the club.
Toyota’s Role in AS Roma’s Expansion into Japan
This collaboration also played a key role in AS Roma’s efforts to expand into the Japanese market. On November 25, 2022, the club announced a strategic partnership with Nagoya Grampus, a leading J1 League club. This alliance was designed to facilitate an exchange of football expertise, business strategies, and sustainability initiatives.
Later that year, AS Roma participated in a friendly tournament in Japan, holding training sessions at the Toyota Sports Center.
Enhancing the AS Roma Fan Experience
In January 2023, AS Roma opened a new fan zone at the Stadio Olimpico, named the Toyota Fan Zone. Developed in collaboration with Toyota Motor Italia, the space is designed to improve the matchday experience for fans.
In addition, Toyota and KINTO supported several key social initiatives, including:
- Organizing a special stadium experience for Camilla, a blind AS Roma fan.
- Providing transportation for physically disabled fans to attend home matches, utilizing Toyota vehicles equipped for wheelchair accessibility.
- Facilitating mobility services for community outreach programs, such as children’s hospitals, elderly care homes, and anti-violence centers.
Inclusion Initiatives: Expanding Accessibility for AS Roma Fans
On September 15, 2023, AS Roma launched a new initiative focused on accessibility for the deaf community. The club, supported by Toyota and KINTO, introduced sign language translation for press conferences on its media channels.
On September 17, 2023, before AS Roma’s match against Empoli, sign language interpretation of the club’s anthem was displayed on the Stadio Olimpico’s big screens—a historic first in Serie A.
Building on this, AS Roma confirmed on September 21, 2024, that it would continue to offer real-time sign language translation for press conferences and stadium anthems throughout the season. This initiative, launched in collaboration with Gruppo Sordi Romanisti, aims to make football more inclusive for deaf fans.
Promoting Road Safety with Toyota
On April 4, 2024, AS Roma, Automobile Club Roma, and Toyota joined forces to launch the “Tieni in Gioco la Vita” (Keep Life Onside) campaign to promote road safety among young drivers.
This initiative was developed in response to concerning statistics:
- 13,000 road accidents occur annually in Rome, resulting in 16,000 injuries and 150 fatalities, many involving pedestrians.
- The primary causes of accidents are distracted driving, failure to follow road signs, and speeding.
To tackle these issues, AS Roma brought together stakeholders to launch an educational program for young drivers. The project included:
- Interactive theoretical lessons on road safety for high school students.
- Hands-on driving tests, using Toyota hybrid vehicles provided by KINTO.
- A dedicated fund in memory of Francesco Valdiserri, an 18-year-old AS Roma fan who was tragically killed in a road accident.
Following the program’s success, AS Roma announced the second phase of the campaign in November 2024, expanding participation to additional schools in Rome.
Inclusive Spaces at Stadio Olimpico: The Quiet Room Initiative
On November 1, 2024, AS Roma and Sport e Salute inaugurated the Quiet Room at Stadio Olimpico. This safe space, located in the Tribuna Monte Mario, provides a stress-free environment for children with autism to enjoy matches.
Additionally, AS Roma continues to support young fans with disabilities by providing noise-canceling headphones for children who accompany players onto the field.
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