The Como Story

Set against the backdrop of scenic Lake Como, Como 1907 has become one of the most intriguing experiments in modern sports. The ambition? Nothing less than building a football club “like Disney.” But what does that actually mean? Chief Communications Officer Alex Bell and Chief Brand Officer Rhuigi Villaseñor share their perspective. Here are their best GMPLN-Quotes.

Just a few years ago, Como 1907 was in a desperate situation. The club had already been bankrupt multiple times and was now playing in Italy’s fourth division. Without an academy or training center. On top of that Como has never really been a football city like Milan, Rome, Turin or Naples. On paper Como is just a small town with a population that would almost fit into San Siro. But: It’s a small town that happens to be breathtakingly beautiful and therefore attracts millions of tourists every year. And that's where their story begins.

In just a few years, Como returned to Serie A. Where they are currently pushing for a changing of the guard. But playing successful football is only one part of Como’s strategy. What they are trying to do is create an integrated ecosystem that is basically designed to monetize everything that makes Lake Como famous.

At the center of that transformation, next to Bell, is Rhude founder Rhuigi Villaseñor, who is Como’s Chief Brand Officer. His journey from Manila to Los Angeles to global fashion shapes how Como is being reimagined today. Villaseñor explained: “When I first came to America I remember seeing Coca-Cola, McDonald's. That's the gift of the country. It makes you dream big. And I wanted to create something as big as this. With high impact and cultural value.” That spirit influenced Como’s brand strategy, which is rooted in a simple but powerful shift: football is no longer just sport. It’s part of the lifestyle. Or as Villaseñor put it: “We are in a golden era where we are integrating lifestyle into everything.”

For Como, that means redefining what a football club actually is. Even without a long history of sporting success, according to Villaseñor the club found its identity elsewhere: “Como didn’t necessarily have the heritage as a winning football team, but we have the heritage of our jersey, our lake, and all of that.” That idea extends far beyond the pitch. Como is building a model where sport, fashion, and commerce merge into one experience. Curva, in particular, plays a key role and works as a space where Como merchandise sits alongside curated fashion, lifestyle collections, and even collaborations beyond football. From skiing to sailing collections, the brand stretches into every aspect of the Como lifestyle. And importantly, according to Bell 25% of the revenue goes back into the community.

If you pursue a strategy like this, Como’s location is undeniably a major advantage. But Bell was also quick to point out that the model itself is transferable, as every city has an identity and it’s about finding something that represents the soul and the heart of that community. That community focus is also key in maintaining authenticity. Especially in a football culture as traditional as Italy’s. Even as the brand expands, things like ticket prices remain unchanged. And if the team wins, everyone in Como gets a free beer. 

The overarching goal of Como’s strategy is clear: They want to be the number one tourist football destination in the world. So for Como, success isn’t solely measured in trophies.  But also, or maybe even more so, in relevance. In any case it seems like right now Como is successful in both aspects.