AS Roma fingers on fans’ pulse over Pietralata stadium project

Image: Populous

The Serie A team AS Roma is conducting an email survey to get a pulse on the fans’ behaviors, their habits and preferences in regard to their Pietralata stadium project in Rome, Italy.

‘La Gazzetta dello Sport’ stated that AS Roma’s Pietralata venue project is progressing rapidly and the goal is to complete it by 2026 end.

The actual construction work on the new Roma stadium in the Pietralata district has not yet begun. The project is currently in the advanced administrative and regulatory phase with symbolic groundbreaking tentatively slated for March 2027 and a target completion date around 2030 to 2031.

The AS Roma is a professional football club based in Rome, Italy. Founded by a merger in 1927, Roma has participated in the top tier of Italian football – Serie A – for all of its existence except for the 1951-1952 seasons.

The Stadio Olimpico, colloquially known as the l’Olimpico (The Olympic), is an Italian multipurpose sports venue located in Rome. Seating over 70,000 spectators it is the largest sports facility in Rome and the second-largest in Italy after Milan’s 80,018-seat San Siro Stadium. It serves as the home field of the AS Roma.

The Pietralata Stadium project is AS Roma’s €1 billion proposal to construct a new, privately-owned stadium and multifunctional urban hub in the Pietralata area of Rome (Italy). Designed by the design studio Populous the 60,605-seat arena aims to revitalize a neglected district and will feature Europe’s largest single-tier stand.

Populous is a global architectural and design practice with regional headquarters in Kansas City (US), London (UK) and Brisbane (Australia) specializing in the sports facilities, the arenas and the convention centers as well as in the planning and design of the major special events.
 

Email Survey

‘La Gazzetta dello Sport’ further stated that CAA ICON is advising AS Roma on the email survey. Feedback is sought not only from the circa 40,000 season ticket holders but also from those who have purchased a ticket in the last three years.

A division of the leading entertainment and sports agency Creative Artists Agency (CAA), Denver (US)-based CAA ICON is the world’s-leading Owners Representative and strategic management consulting firm for public and private sports and entertainment facility owners/operators, professional franchises and leagues.
 

The Objective

The questions to the fans cover various topics including access methods, seating arrangements and other specific preferences regarding services, costs and availability. Of particular interest are the questions concerning the possibility of lifetime season tickets, using the stadium for concerts or national team matches and the inclusion of more socializing spaces. The Friedkin family’s (AS Roma Owner) intention is to engage in a further phase of listening and consultation with their fan base.

This was necessitated following the submission of the new stadium’s technical-economic feasibility project and its approval by the Capitoline Assembly (the top-tier legislative and governing body of Rome) in recent months which has generated considerable optimism regarding the swift construction of the Pietralata facility. According to the club, the aim is to create a facility that increasingly aligns with the expectations and needs of the ‘Giallorossi’ dedicated fans.
 

The Focus Group

The survey has no sales purpose at this stage and will take between 10 and 20 minutes to complete depending on the answers provided. All responses will remain anonymous and confidential. The survey recipients can also express interest in participating in the focus groups scheduled for June 2026 to delve deeper into some of the main aspects covered.
 

In-person Meeting

The in-person meeting could coincide with the conclusion of the decisive Services Conference on the definitive project which would pave the way for the laying of the first stone in early 2027, potentially in time for the stadium to be considered as a venue for EURO 2032. It is important to note that the layout and proportions of the sectors shown in the new stadium map within the survey are purely indicative and should not be considered as definitive architectural designs.

The 2032 Union of European Football Associations (UEFA) European Football Championship, commonly referred to as UEFA Euro 2032 or simply EURO 2032, will be the 19^th UEFA European Championship, the quadrennial international football championship organized by the UEFA for the senior Men’s national teams of its member associations. Italy and Turkey will host the tournament which is expected to take place between June and July 2032.

Nyon (Switzerland)-based the Union of European Football Associations (UEFA) is the governing body of football in Europe uniting 55 national associations and overseeing the promotion, regulation and development of the sport across the continent.

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