Peroni partners with Roma to launch new beer brand

Italian Serie A football club AS Roma has entered into a partnership with Lombardy-based brewery Peroni.

The deal, the length of which was not disclosed, names Peroni’s new 3.5 brand as the official beer of Roma.

Peroni 3.5 will also serve as the title sponsor of Roma’s La Magica Land fan village, which will feature pre-match attractions for supporters on game days.

Peroni has helped deliver a number of similar projects across Italy, some of which were featured around Roma’s Stadio Olimpico home ground.

“The launch of the new fan village is the continuation of the marketing strategy of the club, to always do more for our most passionate fans,” Luca Danovaro, Roma’s chief marketing officer, said. “It’s based on the twin aims of innovation and fun – and we hope it becomes a real attraction for our fans on the day of home games.

“For this reason we are delighted to announce Peroni as our latest partner – a company with great experience in this arena. Thanks to them, fans will be able to eat and drink well, and in good company, on a matchday.”