AS Roma Announces Official Partnership With Fragrance Brand Gissah.

Salem Badughaish

Image: AS Roma

AS Roma has announced an official partnership with Gissah Perfumes, a Gulf-based fragrance brand, which will become the club’s Official Fragrance Partner. The agreement introduces a new lifestyle and licensing category into Roma’s commercial portfolio and marks Gissah’s first entry into football sponsorship.

Fragrance as a Licensing and Brand Extension Category

Under the agreement, Gissah will work with AS Roma on the creation of fragrances carrying club branding and identity. The partnership launches under the slogan “Al-Dheeb Yastahil Al-Tayyib” (“The Wolf Deserves the Finest”), symbolizing mutual recognition between two brands with strong identities and deep-rooted heritage. Rome is not only a football city but also a symbol of strength, loyalty, and continuity. These shared values form the foundation of the partnership.

For Gissah, the AS Roma deal represents a strategic gateway into European markets, using a globally recognised football club as an entry platform. While the brand is well established in the GCC region, football provides access to a broader international audience and new retail channels.

Middle East Focus for AS Roma

AS Roma enjoys a vast global fan base estimated between 80 and 90 million supporters worldwide, with more than 46.6 million followers across social media platforms and approximately 129 million television viewers per season. These figures give the partnership a strong global dimension and significantly enhance Gissah’s international brand exposure.

AS Roma has continued to build commercial relevance in the Middle East in recent years through targeted partnerships and regional brand activity. Aligning with a GCC-based luxury brand strengthens the club’s positioning in a market that remains strategically important for merchandising and sponsorship growth.

Executive Comments

Bashar Al Ameer, CEO of Gissah, said:

“This partnership with AS Roma represents a strategic step in our international growth. Football provides a global platform, and working with AS Roma allows us to introduce our brand to new markets through a recognised European sports property.”

Michael Gandler, Chief Business Officer of AS Roma, added:

“We are pleased to welcome Gissah as the club’s Official Fragrance Partner. The collaboration allows us to extend the AS Roma brand into a new lifestyle category through a product that connects with supporters beyond matchdays.”