Waze signs on as Roma’s latest travel partner

Italian Serie A football club AS Roma has agreed a partnership with traffic and navigation app Waze.

Roma said that the deal, the length of which was not disclosed, will mark a worldwide first with players’ voices to be used on the app to help guide fans on match days.

The voices of Stephan El Shaarawy, Alessandro Florenzi, Radja Nainggolan and Juan Jesus will guide users around Rome for one month, with the app to also suggest entrances to Roma’s Stadio Olimpico and official club stores. The four players will give messages at the beginning and end of journeys, with Florenzi to give specific directions en route.

Waze has also developed a special widget for mobile and desktop apps that fully integrates its app and website with Roma’s official social media channels. Each platform will feature a new button or QR Code whereby fans can download Waze and start using the app.

“Waze is progressively turning into a genuine transportation company,” Dario Mancini, Waze’s country manager for Italy, said. “The decision to move closer to the world of sport shows how the app is so much more than a navigation tool.

“Thanks to the Planned Drives feature, it is so much easier for people who have to arrive on time at important events on a day-to-day basis. Our partnership with AS Roma is evidence of how the club and Waze are working hard to support Giallorossi fans, helping them to experience memorable and enjoyable times not only at the stadium, but also every day in a city that we want to make more liveable and less congested.”

Waze becomes the latest travel app to partner with Roma, with the club having agreed similar deals with Zig Zag, car2go and Uber this season.