Since its acquisition in 2019, Como 1907, a historically modest football club based in northern Italy, has undergone a rapid and unconventional transformation that has propelled it from the fourth tier of Italian football to Serie A and a spot in the Champions League. This rise, driven by a unique blend of business innovation and sporting ambition, has caught the attention of the football world and raised debates about the future of Italian football.
The club’s revival began under the ownership of Indonesian businessman Mirwan Suwarso and the Hartono family. Originally, the purchase of Como was intended to serve as the basis for a new television show aimed at Indonesian audiences, following the success of Suwarso’s previous project featuring young Indonesian football talents competing against European academies. However, changes in Italian regulations restricting non-EU player registrations forced a pivot in strategy. Instead, Como shifted focus toward growth as a business enterprise, emphasizing premium sports tourism and lifestyle branding alongside traditional football activities.
Under the management of former Spain international Cesc Fàbregas, who became Como’s permanent head coach in 2024 after initially joining in 2022 as interim and assistant manager, the club has embraced a style both on and off the pitch that is uncommon in Serie A. Fàbregas’s approach to coaching reflects a Spanish-influenced playing philosophy, distinct from typical Italian tactics, and has helped Como develop into one of the youngest sides in the league. Despite skepticism from some figures within Italian football circles, including criticism of Fàbregas’s unconventional style by former coach Alessandro Nesta, the team’s recent performances underscore a tangible shift in Serie A’s competitive landscape.
Como’s Giuseppe Sinigaglia stadium, located on the shores of Lake Como, has become a notable destination, drawing celebrities and offering exclusive experiences such as yacht and seaplane transportation to matches, as well as a private members’ club in a renovated 18th-century villa. This premium positioning aims to leverage the region’s luxury appeal, making football just one component of a broader sports tourism venture. The club’s merchandising strategy extends beyond football-related products to include streetwear and lifestyle collections associated with activities like sailing, running, and padel—efforts that mirror Suwarso’s analogy of Como as a “Disney-like” brand integrating media, merchandise, and live experiences.
While Como is Italy’s wealthiest club due in large part to the backing of its owners, the club insists on a collaborative approach to growth, sharing expertise with other teams through consultancy, merchandise development, and a travel platform called Destination Calcio designed to help clubs across Italy capitalize on sports tourism. Suwarso argues that stronger cooperation among clubs could enhance Serie A’s competitiveness and increase broadcast revenues, in contrast to the traditional insular culture in Italian football.
Criticism of Como includes concerns about reliance on imported players—recruited partly through data-driven methods with partners like Jamestown Analytics—and doubts about the long-term sustainability of a model seen by some as reliant on significant financial subsidies. However, Como’s management highlights efforts to build a core of Italian talent alongside international recruits.
As Serie A continues to evolve, Como 1907 represents an experimental fusion of sport, business, and lifestyle branding that challenges conventional notions of club development in Italian football. Whether their model will become a broader blueprint for sustaining the league and its historic clubs remains to be seen, but the club’s rapid ascent and distinct approach have already reshaped conversations within Italy’s football community.