The Como club in Italy, despite lacking a trophy-laden showcase and a modern stadium, has managed to turn football into part of a luxury experience thanks to the beauty of Lake Como and the region's reputation as a tourist destination. This club, which went bankrupt twice since 2003, was playing in the fourth amateur division of Italy in the 2018-2019 season, and after being purchased by the Jarum Group from Indonesia in 2019, a new path began. During this period, Como was promoted three times and returned to Serie A in 2024 after 21 years.
Advancement to the UEFA Champions League
Last season, Como secured fourth place, qualifying for the UEFA Champions League for the first time in its 119-year history under the guidance of Cesc Fabregas. In a historic night, the team defeated Manchester United 4-1 and had previously beaten Leipzig by the same score. The successes of this team are directly attributed to the planning and new strategies of the club's management.
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Tourism and Football Development
The initial idea of the Indonesian owners was to bring young Indonesian players to Como and broadcast matches in their country, but early promotion to the professional tier and the ban on using foreign players halted this plan. Mirwan Souwars, the club president, states that costs have increased with the promotion to the second tier, and the owners had to decide whether to sell the club or turn it into a sustainable business. Ultimately, the region's tourism capacity became the basis for the new strategy.
It is estimated that tourism in Lake Como generates about 1.5 billion euros annually. Famous figures such as George Clooney, Robert Pattinson, and Sylvester Stallone are among those who have traveled to or own property in the area. This fame and the natural and cultural beauty of Lake Como have attracted many tourists to the region.
A Luxurious Experience for Fans
To attract tourists and wealthy clients, the Como club has launched a private collection called the "Club on the Lake." This collection is located in an 18th-century villa near the stadium and offers amenities such as a rooftop lounge and a Michelin-starred restaurant. The annual membership fee for this collection is approximately 4,500 euros.
Alongside all these efforts, the club has not forgotten its longtime fans and has donated free tickets to some of them before important matches to create a deeper bond. This approach has allowed loyal fans who have supported the team through various divisions for years to still be part of these successes.
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