Como 1907, an Italian football club, is transforming the way it approaches the sport by turning a visit to its stadium into an introduction to one of Europe’s most exclusive destinations, Lake Como. The club’s ambition is to sell more than just match tickets, but an experience that includes private seaplane flights, stays in lakeside villas, and gourmet dinners.
The club’s transformation began after Indonesian billionaire brothers Robert and Michael Hartono acquired it in 2019. At the time, the club was competing in Italy’s fourth division and had previously faced bankruptcy. However, after its return to Serie A in 2024, the club’s commercial project expanded, with president Mirwan Suwarso aiming to make the club and the city part of the same proposition.
Turning Lake Como into a Luxury Brand
Como 1907 has launched SENT Tourism, a luxury tour operator that combines VIP matchday packages with private lake experiences, villas, yachts, and curated cultural itineraries. The proposition is straightforward: visitors can add football to their itinerary while supporters can experience the destination beyond the 90 minutes of a match.
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The club’s retail business has also been revamped, with fashion designer Rhuigi Villaseñor helping to establish a visual identity that works as readily on the streets of Milan or London as it does in the stands. The club has collaborated with Italian menswear house Brioni, and its wider brand universe includes premium apparel and lifestyle collections.
A New Approach to Football Merchandise
Como 1907 wants its products to appeal to consumers who are attracted to the aesthetic, even if they have never watched the club play. This approach reflects a broader shift in how sports organisations think about their brands, with clubs competing for attention across entertainment, fashion, social media, and travel.
The club’s location gives it an advantage, with its stadium sitting beside the lake and providing a backdrop that is as marketable as any sponsor logo. The destination already has global recognition, fuelled by luxury hospitality and celebrity visitors, which the club can use to attract audiences who might otherwise have little interest in Italian football.
Challenges and Risks
However, the strategy is not without risks. A compelling brand does not automatically translate into a sustainable football business. Como 1907 must continue to invest in its squad, manage the costs of competing in Serie A, and maintain credibility with local supporters. The club’s stadium, with a capacity of roughly 12,000, also limits the matchday revenue available compared with Italy’s largest clubs.
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Financial results underline the challenge, with the club’s accounts for June 2025 recording revenue of €62 million against a net loss of €132 million. The wider commercial ambition will therefore need to generate meaningful returns, rather than simply international attention.
There is also a delicate balance between building a luxury proposition and preserving football’s local identity. For supporters, a club is not simply a lifestyle label; it is a source of community, history, and emotion. The challenge is to ensure that the international visitor economy strengthens that connection rather than overwhelms it.
A Broader Destination Business
Como 1907 is pursuing a model that few football clubs have attempted at this scale: using sporting success to create a broader destination business, with fashion, hospitality, and tourism reinforcing one another. The long-term ambition is bigger than selling more shirts or filling more seats; it is to make Como 1907 synonymous with the lake itself, a brand that can be experienced through a football match, a designer jacket, or a weekend on the water.
