Projects /
Sport
Building the world's leading tourism club
How a tourism-led commercial plan helped Serie A’s Como 1907 sell Lake Como as much as the team, as sponsorship and commercial revenue rose almost ninefold in a season.
Client
Como 1907
Sector
Sport
Services
Sponsorship strategy, activation planning, lifestyle retail
Delivered
Tourism-led growth plan, sponsor activation support, lifestyle strategy
The outcome
9x
commercial revenue
Commercial revenue rose from €0.65m in 2023/24 to €5.78m in 2024/25.
122
countries of ticket buyers
Ticket buyers came from 122 countries in 2023/24, as visitors became a second audience.
Revolut
new front-of-shirt sponsor
Revolut joins from 2026/27 and Uber moves to the back of the shirt on a four-year extension.
The Challenge
Como is a city of about 85,000 people, about 50km from Milan, with a stadium of around 12,000 seats. On football alone, its commercial ceiling is low. But the province welcomed 1.8 million arrivals in a year, 83% of them from abroad. The club, back in Serie A in 2024 after 21 years away, had a bigger asset than its fan base: one of the most recognisable places on earth.
WHY IT MATTERS: INDUSTRY DATA
9
x
Commercial revenue
€0.65m to €5.78m, 2023/24 to 2024/25
€
55
m
Total revenue
2024/25, up from €9.8m
122
Countries
Ticket buyers came from, 2023/24
What we did
1
Built the plan around the lake
We set out a tourism-led commercial plan that treated visitors as a second audience, with matchday, hospitality and merchandise designed for people who came for Lake Como.
2
Supported sponsor activation
We helped partners turn their rights into experiences that fit the destination, so sponsorship sold the place as well as the team.
3
Shaped a lifestyle brand
We set a lifestyle strategy so the club’s products and experiences could sell to people who may never watch a Serie A match.
What happened next
Como finished fourth in Serie A in 2025/26 and qualified for the Champions League for the first time. Revolut becomes front-of-shirt sponsor from 2026/27, with Uber moving to the back of the shirt on a four-year extension.
