When Roma take to the pitch at the start of the 2026/2027 season, fans will notice something has changed. The players’ jerseys will feature the return of the iconic ASR monogram, an emblem that more closely resembles the club’s historic roots. In 2013, the logo was changed under the ownership of the American investment group led by James Pallotta, in what many fans perceived as a global branding plot. For the Romanisti, this disconnected the club from its enduring identity. Now under the ownership of Dan Friedkin, the ASR acronym, which stands for “Associazione Sportiva Roma”, relating to the unification of the founding Roman clubs, will return.
Announcing the move in 2025, Friedkin said the ASR crest is a symbol that “embodies the soul of this Club” and that its reinstatement is an acknowledgement of the new ownership group’s respect for the traditions of the club and the fans’ wishes. The new emblem will depict the lettering below the familiar image of she-wolf Lupa Capitolina nursing her cubs Romulus and Remus, because, as Friedkin admits, “symbols of a club matter”. This, he says, is “essential to building our future” and is part of the club’s wider centenary plans, including the building of a new stadium.
Debuting at the start of the new season, the new crest will celebrate the legacy of Roma’s distinctive emblem while modernising its appearance. Early examples published by Footy Headlines show the new design taking its inspiration from the emblems seen during the 1960s and 1970s. The she-wolf has been updated with more refined detailing, and the crest will now have a more vibrant yellow outline alongside the traditional Giallorossi red. The “Roma 1927” logo – introduced in 2013 – has been removed to accommodate the return of the ASR monogram.
Where to Buy the New Roma Kit?
The Roma kit continues to be designed and manufactured by Adidas, which sees all shirts, shorts, and associated clothing sold on its official site. For fans wanting a comprehensive catalogue of Roma clothing, Adidas’s online store is an ideal option, particularly for its range of size options, male and female kits, and branded team merchandise such as footballs.
However, shopping elsewhere might offer better value, especially if you’re a new customer. The official Roma store, for example, has introduced a special online-only 10% discount for first-time shoppers. It’s a familiar incentive employed by an increasing number of web-based companies across sectors. In clothing, JD Sports has a similar welcome bonus, while in groceries, Gousto gives 50% off a customer’s first food box. Elsewhere, in iGaming, bingo sign up offers include £30 to play games such as Big Money Live XL and other popular bingo titles. For Roma shirts, keep an eye on such discounts as these could lead to significant savings on full kits and large orders.
Restoring Roma’s Heritage
There’s no denying that the return of the ASR crest signifies an important moment in the modern history of Roma. By embracing the club’s heritage as it approaches its centenary, the Giallorossi is entering the next chapter in its history by bridging the gap between its origins and the future.
