When AS Roma soccer icon Francesco Totti generated worldwide headlines after celebrating a crucial goal against rival Lazio on by grabbing a nearby iPhone and snapping a selfie from the pitch, it wasn't just a spontaneous moment that happened to become a minor sporting sensation.
Rather, the moment was the result of a spectacular score, a 38-year-old star eager to embrace digital media and a new owner's overall push to bring a storied Italian soccer club into the modern era.
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