Just seven years ago, Como 1907 was a modest football club competing in Italy’s fourth tier, attracting little attention beyond a small core of loyal supporters. Now, the club is preparing to face Manchester United later this month in its debut UEFA Champions League campaign, marking a remarkable ascent to international prominence. This transformation has drawn global attention, including celebrity spectators, but has also sparked concern among local residents about the effects of rapid growth and tourism on their small lakeside town.

Como, situated on the shores of the picturesque Lake Como, has become a magnet for visitors, a trend accelerated by the club’s rise and the presence of well-known figures such as George Clooney, who owns a villa nearby. The club’s ownership under Indonesian billionaire brothers Robert Budi Hartono and Michael Bambang Hartono, who acquired it in 2019 initially to produce a documentary for Indonesian television, has ushered in significant changes. Since then, the club has cultivated an international fan base, including unique supporter groups such as the Como Tartan Army from Scotland and a chapter on the Isle of Wight, which emerged after fans traveled to Como when unable to obtain tickets for a match in Milan.

Como 1907’s president, Mirwan Suwarso, an Indonesian native, has emphasized the club’s integration with the local tourism economy. He pointed out that the club’s commercial strategy extends well beyond football, with merchandising arms offering a wide range of branded goods—from sporting apparel to locally produced silk products—and tourism services including yacht tours, Vespa rentals, and concierge packages. The club even plans to launch a taxi boat service in partnership with Uber and serves its own silk-filtered beer, La Comasca, at local bars when the team wins. Suwarso likens the club’s model to the Disney entertainment group, aiming to offer fans an encompassing lifestyle experience centered on Lake Como, rather than focusing solely on sporting success.

This approach has driven a surge in revenue, with merchandise sales growing from €53,000 annually to more than €10 million last year, and expectations of reaching between €34 million and €40 million this year. Despite the club’s €132 million loss during the 2024-25 season—their first back in Serie A—management projects profitability by the 2028-29 season. The club also maintains community initiatives and tiered ticket pricing, ensuring away supporters pay no more than €25 for entrance.

However, the influx of tourists and growing prominence of the club have provoked tensions among long-time residents. Local season-ticket holder Floriana Colombo expressed frustration with increased traffic and parking challenges, while others worry about the town losing its character amid commercialization. A particularly contentious issue involves the planned closure of a local primary school near the stadium to create a new car park for fans. The school, leased by the council to the club, serves around 200 students but would be relocated outside the historic centre, a move currently suspended by Italy’s highest administrative court following resident objections.

Alessandro Rapinese, Como’s mayor, has defended the plan, citing the availability of 1,540 unused places in other city schools and framing the closure as a rational allocation of public resources in response to demographic shifts. He acknowledged the challenges posed by increased tourism, including the need for improved waste management, policing, and infrastructure, but emphasized the economic benefits, including job creation linked to the club’s success and the town’s rising profile.

Teresa Minniti, vice-president of the local Nova Como association, which campaigns against over-tourism, described the school closure as symbolic of broader concerns. She stated that while Como’s footballing achievements present an opportunity, the town must avoid becoming a "Disneyland" devoid of its history and local identity. The debate highlights an ongoing balancing act as Como navigates the challenges of growth while seeking to preserve its community fabric.