Italian Serie A football club AS Roma has continued its drive to enhance the match-day experience for fans by partnering with traffic and navigation app Waze.

In what Roma claims is a world first, players’ voices will be used on the app to help fans travel to the Stadio Olimpico on match days. The players whose voices will be used are Stephan El Shaaraway, Alessandro Florenzi, Radja Nainggolan and Juan Jesus.

The players’ voices will guide users around Rome and also suggest entrances to the Stadio Olimpico and point out official club stores. The players will give messages at the beginning and end of journeys, with Florenzi to give specific directions en route.

A special widget for mobile and desktop apps that integrates Waze, the website and Roma’s social media channels has also been developed. Every platform will have a new button or QR Code that allows fans to download Waze.

“Waze is progressively turning into a genuine transportation company,” said Dario Mancini, Waze’s country manager for Italy. “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.”

Roma also holds similar travel-focused deals with Zig Zag, car2go and Uber.

IMAGES: Gary Denham / Waze