Welcome to Industry Insider by Behind Sport. Our latest guest is Creative Manager for AS Roma, Reem Sarraf!

Tell us about yourself, what is your current role and what roles have you done previously?

Hi, I’m Reem Sarraf and I’m the Creative Manager at AS Roma. Working out of our London Mayfair office, the main focus being on global partnerships. I’ve recently marked 2 years at this organisation after being at Chelsea Football Club for 4 years before that. Previous to this, I was working in a similar capacity at the BBC, Web & Application agencies in Shoreditch as well as a media advertising agency following my graduation from University.

Reem on her first visit to the Stadio Olimpico


What do you do in your current role?

Working with the global partnership team in London and Rome. My role is to lead and manage the creative development, drive creative strategy for all sales collateral relating to AS Roma’s global partners and new stadium, Stadio della Roma.

My role has constantly developed & changed since I joined AS Roma. I’m looking forward to the next stage of our strategy in growing & expanding my own design team in Rome over the next few months. This will help ensure high quality consistency creative, across all departments. This will involve travel to Rome for strategy meetings, ensure the team are focused, supported to be as effective as possible, this will be done with effective communication and have processes set in place to ensure expectations are both set and managed.

Reem Sarraf with Antonio Conte


What does a normal week look like for you?

My working week consists of ensuring all commercial projects – whether print, digital or data led is designed and signed off at the highest quality, ensuring smooth transition with heavy embedded galleries and videos which allows us to bring our content to life.

Whilst managing the design aspect within partnerships, other parts of my role and working week involves communicating with every department when my support and guidance is needed. This would normally involve speaking to third party companies for event stands, supporting to improve any current creative designed in Rome including sponsor backdrops, yearly investor meetings, briefing in first team photoshoots and most recently part of committee leading rebrand of AS Roma.

AS Roma shirt reveal


How did you end up where you are right now? When did you know you wanted to work in sport?

My role at Chelsea FC was created specifically for me as it never existed before. This allowed me to set expectations, implement processes & policies. Together with my skill set and knowledge in the sector, corresponding quality of work presented to prospects have supported me to get to where I am today.

I am actually an avid Manchester United fan and almost joined Arsenal’s academy when I was 16, the passion was always there – I just knew I wanted to work in the football industry, especially after working at the BBC for a year, which mainly involved looking at war torn photographs in the middle east which I found very heart breaking, I knew then, that was the right time for career change.

Reem Sarraf at Chelsea


What are you excited about in your industry at the moment?

Technology has had a significant impact on almost every aspect of our society. The world is ever-changing, never more so with the current climate. People are now able gain information more quickly, accurately and can communicate more directly, effectively, grow, share ideas and improve work efficiency. It’s not always instantly apparent, the impact that technology has had on sports is nothing short of influential & vast. Many processes are now more efficient and effective, the industry has seen an increase in attention and more importantly revenue because of the impact of Technology – for example; digital and social media, buying tickets and experience, video calls with players etc.

Reem in her previous role at Chelsea

What is one piece of advice you would give to someone wanting to work in the sports industry?

I believe people pick a job based on several mitigating factors, place of work, organisation / brand name, job title and compensation package(s). I believe one the most important thing is to find an opportunity to work with leaders that will challenge you every day, look at any opportunities to improve, and most importantly invest in your individual growth and development

Another factor to consider is to be able to gain as much experience whilst maintaining relationships to build on moving forward. Engaging and willing to work hard to establish and cement your commitment to the organisation & industry. Working in the sports business will change your perspective on how you engage and interpret all things sports related. Therefore, be prepared for the impact this will have on you personally and professionally. It’s been a great journey so far.

AS Roma


How to follow Reem Sarraf on social media…

You can follow me on Instagram and Twitter and you can also connect with me on LinkedIn!

Thanks for reading our Industry Insider feature with Creative Manager for AS Roma, Reem Sarraf!