Inside Como 1907: The Evolution Into A Premier Destination

When it comes to football stadiums, few clubs boast a view quite like Como. Nestled mere metres from the iconic lake, Como 1907’s view expands further than its picturesque vantage point.

Having acquired the North Italian soccer club in 2019 on behalf of the Hartono ownership group, Mirwan Suwarso understands that sustainable sporting ventures excel by crossing new frontiers: the lake is the drawcard. The master plan: combine football, tourism and a taste of the Como lifestyle.

Think Big, Become Vast

In a bid to elevate beyond traditional revenue sources like match day income and broadcasting rights, the club has embarked on a transformative journey.

“Our strategic vision is to establish ourselves as a premier destination for soccer tourism, enhancing our infrastructure to achieve dual objectives: a football-focused operation and a robust tourism venture,” explains Suwarso, the Official Representative of the Como 1907 Ownership Group.

“This includes the development of a venue that leverages our picturesque lakeside location, complete with bespoke retail and dining options to attract a significant influx of tourists to Lake Como.”

Suwarso’s passion for the club is evident from the moment we meet in London’s Covent Garden. Ordering a pizza, he immediately begins to share his plans for the club, excitedly talking about the future. A recent promotion to Serie A (thanks in part to Como’s cutting-edge data research team) means that they can actively push forward to make their dream a reality.

“It’s amazing to have made it into Serie A, especially considering our odds for promotion back in October 2023 were only 12%.” shares Mirwan. “Cesc [Fabregas], Osh [Osian Roberts] and the rest of the coaching staff did an amazing job.”

Since the new ownership began, Como has made significant strides climbing from Italy’s fourth division to the top tier within six years. Suwarso and the ownership group have effectively shown Ryan Reynolds and Wrexham how it’s done. And yes, Como even has its own docuseries which chronicles the highs and lows of running a lower-tier club.

Football IQ

Tough decisions had to be made to get this far. Two consecutive defeats in October saw the Biancoblù drop down into sixth position in Serie B. Fabregas, a former Como player in 2022-23, was then given the nod to take over from Moreno Longo as coach.

Together with caretaker manager Roberts, Fabregas rallied to help win 17 of the next 28 matches, deploying a better brand of football and yielding an impressive +18 goal difference. Como overtook Venezia, Catanzaro and then-leaders Palermo to secure direct promotion.

“The huge challenge for survival in Serie A isn’t lost on us, today all the club staff were already back at work preparing for the new season,” explains Suwarso.

Off the field, Como 1907 recognises the importance of infrastructure in supporting their sporting achievements with the club expanding its non-football operations team from 5 to 45 members. This team now manages various departments, including property, facilities, retail, education, community initiatives, media, and communications, bolstering the club's organisational capabilities.

Como’s broader investment in technology encompasses security, biometrics, and data analytics, all crucial for improving operational efficiencies and maintaining a competitive edge.

“We're developing a proprietary blockchain-based membership and ticketing system, which we believe will be pivotal in streamlining our operations and enhancing fan engagement.” Suwarso tells me.

From Welter To Heavyweight

Mirwan acknowledges that the club’s brand does not yet hold the global recognition of giants like Juventus or Manchester United, but is confident that their robust multi-tiered strategy will aim at engaging a broader audience.

“On the football side, bringing Cesc Fabregas on board was a strategic move. His presence has been instrumental in laying down a robust foundation for future growth.” he explains.

Part of that growth spurt means navigating through Serie A, the number-one-rated European soccer league, according to UEFA. But with 21 wins throughout this campaign (as many as the previous two seasons combined), Fabregas has worked to instil self-belief in his playing group under the owners’ backing.

Short-term reinforcements will certainly strengthen the squad over the summer. With the future in mind, Como’s Development and Recruitment division, led by Roberts and Ian Torrance, is nurturing male and female talents at the new training centre in nearby Mozzate. The club also launched a scholarship program to give US talent access to the Como 1907 Academy.

“In 2025, the Lake Como Soccer Camp will launch, offering children the opportunity to receive professional soccer coaching alongside immersive local activities such as sailing, cooking, and Italian lessons.”

“We will provide a Lake Como getaway package for parents, allowing them to enjoy a relaxing retreat while their children are engaged at the camp.”

From a football tourism standpoint, the Stadio Giuseppe Sinigaglia’s waterfront position, paired with Lake Como’s unmatched allure, is a thought-provoking concept for Calcio lovers and their sports aloof partners: match day tickets for some, a cruise to Bellano for others.

Semm Cumasch

Focusing on retail potential and using Lake Como as inspiration, Suwarso and his team have built a community-driven distribution network encompassing over 350 affiliate stores throughout the province, significantly boosting retail revenue from $38,000 to $3.7 million (€3.4M) within two years.

Innovative revenue streams will undoubtedly accelerate growth and Como 1907’s backing of La Comasca, the world’s only silk-filtered beer, is just one of many global moves. Initially available at the Sinigaglia for home matches and events, plans are in place for both local and international distribution. It’s about exporting Comasco culture through unique, high-quality offerings that resonate.

“This strategy has led to the creation of Como Fashion and other brands inspired by the Lake Como lifestyle, distinct from our football identity,” Suwarso explains.

While significant progress has been made, Como 1907 recognises that their journey is only just beginning. But with numerous initiatives planned and their recent promotion to celebrate, Suwarso is certain that the club is poised for continued growth and success, and will establish itself not only as a football powerhouse but also as a global destination for football tourism.