Como’s Ambitious Journey in Serie A: More Than Just Football
A New Era for Como FC
After a 21-year hiatus from Italy’s top football league, Como FC has made its much-anticipated return to Serie A. The club, newly promoted and eager to establish itself, is under the ownership of the Hartono brothers, billionaires from Indonesia. Their vision extends beyond the pitch, intertwining the club’s fortunes with the picturesque allure of Lake Como, a region renowned for its stunning landscapes and celebrity visitors, including Hollywood star George Clooney.
The Hartono Brothers’ Vision
The Hartono brothers, with a combined fortune of approximately $48 billion, have ambitious plans for Como FC. Their investment strategy is not solely focused on football; it encompasses a broader business model that aims to elevate the image of the lakeside city. Mirwan Suwarso, the executive representing the ownership, has articulated a vision akin to that of Disney, where the club serves as a central hub for promoting the beauty and experiences of Como. This multifaceted approach seeks to integrate travel, fashion, and media into the club’s identity.
A Star-Studded Squad
Como FC’s roster boasts notable names, including former Spain midfielder Cesc Fabregas, who has transitioned from a celebrated playing career to coaching. The club has also secured the talents of ex-Barcelona midfielder Sergi Roberto and former Spanish national goalkeeper Pepe Reina. Despite a rocky start to the season, with no wins in their first four matches, the team finally secured their first three points against Atalanta, signaling a potential turning point in their campaign.
Revamping the Giuseppe Sinigaglia Stadium
Integral to Como’s strategy is the renovation of their historic Giuseppe Sinigaglia Stadium. This revamp aims to enhance the matchday experience for fans and create a more inviting atmosphere for visitors. The stadium’s transformation is part of a larger effort to ensure that the club not only competes on the field but also provides an exceptional experience off it.
Leveraging Tourism Opportunities
Lake Como is a burgeoning destination for international tourism, and Como FC is poised to capitalize on this influx. The Hartono brothers plan to create travel packages that attract visitors from the United States and the United Kingdom, combining football with unique local experiences. Suwarso emphasizes that the goal is to offer something exclusive to Como, enhancing the appeal of attending a match while exploring the region’s beauty.
Innovative Business Ventures
Beyond football, Como FC is diversifying its business portfolio. The club has invested in a local brewery that produces silk-filtered beer and has partnered with fashion brands to develop urban streetwear collections. This retail strategy aims to create a distinct identity for Como, with merchandise that reflects the club’s unique culture and the charm of the lakeside city. The expansion into women’s wear and urban fashion signifies a commitment to broadening their market reach.
Digital Expansion and Content Creation
Como FC is also focusing on enhancing its digital presence. The club’s video-streaming platform, which currently features sporting and lifestyle content related to Como, is set for expansion. This initiative aims to engage fans and attract a wider audience, showcasing not just the football aspect but also the lifestyle and culture of the region.
Confidence in the Coaching Staff
Despite the challenges of the current season, Suwarso expresses unwavering confidence in Fabregas and the coaching staff. The team is gradually improving, and the focus remains on survival in Serie A this season. The long-term vision is to build upon this foundation, ensuring that Como FC evolves into a competitive force in Italian football.
A Bright Future Ahead
Como FC’s journey in Serie A is just beginning, but the ambition and strategic vision of the Hartono brothers suggest a promising future. With a blend of football, tourism, fashion, and media, the club is not only aiming for success on the pitch but also striving to become a vibrant part of the cultural and economic landscape of Lake Como. As they navigate the challenges of top-flight football, the commitment to growth and innovation remains at the forefront of their mission.