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Serie A side Como have risen up the Italian football pyramid quite quickly in the last few years. Their journey is well documented, especially as they find themselves in the Champions League right now, having also won their opening game against Leipzig.
Their president Mirwan Suwarso has now spoken about the project and has opened up about the key factors that help it thrive.
The Indonesian spoke to Corriere dello Sport about how Como operate and their vision. He revealed that focusing on young players and the youth is key, which is also a pattern followed by other global entities.
Suwarso said:
“Companies like Uber and Netflix have invested heavily for years to build what they are today. An established team can change three or four players; we, from promotion to promotion, change nine or ten at a time.”
“Qualifying for the Champions League earlier than expected has created a further need to strengthen. But look at what we’re investing in: young people with the potential to improve and grow in value.”
Suwarso also opened up about the commercial element, which is also a focus for Como, who want to attract more people to the city.
“The team from a small city—80,000 inhabitants—now sells jerseys in London, Paris, Milan, and New York as if it were Inter, Juventus, or AC Milan. Only 14% of its commercial revenue comes from Como and its province.”
“And what’s more, it attracts Hollywood celebrities to its stadium, a sort of floating platform on the lake, offering tourists not only the experience of a Serie A match, but also travel packages and culinary experiences.”
He also focused on how the lakeside club is building more revenue chains, which is sorely lacking for several major Italian clubs. Drawing on the city’s tourism appeal also plays a major role.
“We are building a broader ecosystem, drawing on the lake’s identity, its global appeal, and the aspirations associated with it. This creates opportunities in merchandising, hospitality, travel, and tourism, beyond traditional football revenues.”
“We want to play good football and win, but Como is also a lifestyle destination. Ignoring this would be a mistake.”
Cesc Fabregas’ side are currently seventh in the league table, having just played out a goalless draw against 10-men Roma.
It is likely to be a huge season for them, especially as they will have to play in Europe too, which presents a completely new challenge for an exciting footballing project.
Kaustubh Pandey – GIFN
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