Como’s Ambitious Journey: From Serie D to Serie A
A New Era for Como FC
After a 21-year absence from Italy’s top football league, Como FC has made its return to Serie A, albeit with a slow start. The club, newly promoted and facing the challenges of elite competition, is backed by the Hartono brothers, billionaires from Indonesia. Their vision extends beyond the pitch, intertwining football with a broader business strategy aimed at enhancing the image of the picturesque lakeside city of Como.
Star Power and Strategic Signings
Como’s roster boasts impressive names, including former Spain midfielder Cesc Fabregas, who serves as both a player and a coach. The club has also secured the talents of ex-Barcelona midfielder Sergi Roberto and former Spanish national goalkeeper Pepe Reina. Despite a rocky beginning, where the team failed to secure a win in their first four matches, they finally clinched their first three points against Atalanta, signaling a potential turnaround.
Revamping the Historic Stadium
At the heart of Como’s strategy is the renovation of the historic Giuseppe Sinigaglia stadium. This revamp is not just about creating a better venue for matches; it’s part of a larger vision to transform the club into a community hub that reflects the beauty and culture of Como. The stadium will serve as a focal point for fans and tourists alike, enhancing the overall matchday experience.
A Broader Business Vision
The Hartono brothers, through their London-based Sent Entertainment, initially took over Como FC in 2019 when the club was struggling in Serie D. Their first idea was to produce a documentary about an amateur soccer club, but they quickly recognized the potential for something much larger. Mirwan Suwarso, the executive representing the ownership, articulated their ambition to create a model akin to Disney, where the essence of the business revolves around the city and its stunning lake.
Capitalizing on Como’s Tourism Boom
Lake Como has become a magnet for tourism, especially with Hollywood star George Clooney owning a villa in the area. The club aims to leverage this popularity by creating travel packages that attract visitors from the United States and the United Kingdom. Suwarso emphasized the importance of integrating the matchday experience with exclusive offerings that only Como can provide, thus enhancing the appeal of both the club and the region.
Innovative Collaborations and Merchandise
Como FC is not just focusing on football; it is diversifying its business portfolio. The club has invested in a local brewery that produces silk-filtered beer and has partnered with fashion brands to launch sporting and urban streetwear collections. This innovative approach to merchandise goes beyond traditional football gear, as the club aims to establish its own Como-linked brands, including urban streetwear and women’s wear.
Expanding Digital Presence
In addition to physical merchandise, Como FC is also looking to enhance its digital footprint. Plans are underway to expand the club’s video-streaming platform, which currently features content related to Como’s sporting and lifestyle activities. This digital expansion is crucial for engaging with fans and creating a community that extends beyond the stadium.
Confidence in the Future
Despite the challenges faced in the early Serie A season, Suwarso remains optimistic about the club’s trajectory. He expressed confidence in Fabregas’s leadership and the team’s improving performance. The immediate goal is to secure Serie A survival, but the long-term vision is to build a sustainable and competitive club that can thrive in Italy’s top league.
Como FC’s journey is just beginning, and while the road ahead may be fraught with challenges, the combination of strategic investments, a commitment to community engagement, and a focus on the unique allure of Lake Como positions the club for a promising future.