Como 1907 has already stopped being simply a football club: it is a modern, borderless phenomenon, capable of diversifying its revenues and being several things at once. In March, president Mirwan Suwarso told us about his ambition to turn the club into something bigger. In recent days, during the Como Cup 2026, we saw that ambition up close. Today, Como is already woven into the life of the place, so closely tied to the lake that the club itself has become a destination. There is still plenty of room to grow, but the club is already a remarkable presence in one of Italy’s most developed tourist areas. There are several things behind that growth, and one of them is certainly the ability to bring together audiences that could hardly be further apart. Strategic partnerships, built to reach very different audiences, are an important part of that balance. This is the thinking behind the agreement with Collecto, the first Italian digital platform allowing people to buy shares in luxury collectible assets through fractional ownership, and the partner with whom we experienced the Como Cup 2026 first-hand.
Held from 28 July to 1 August, the Como Cup 2026 is not just another summer tournament. It is a celebration that extends into the city, into the summer traffic along the lake, among Italian and international tourists, bringing everyone into the same space: the Sinigaglia stadium, set between the mountains and the waterfront and now being developed with the club’s growth in mind, with several areas being renovated at speed to bring the stadium up to standard for the 2026/27 Champions League. Here, different styles and different moments come together: holidays, beer, the match, evenings by the lake, but also experiences built around the occasion, with private access and premium packages. The hospitality areas are where these take shape, high above the stands, with a view that brings together the pitch, the lake and the sunset. This was where Collecto hosted us, after we had first made the obligatory trip pitchside during the players’ warm-up, to experience the stadium hospitality for ourselves.
Collecto is the official Luxury Collectibles Partner of Como 1907, a company now valued at €45 million. The partnership is built around a shared idea: that sport and luxury can sit naturally alongside one another. In recent years, football has shown that it can attract investors and collectors who once looked towards other worlds, from fine watchmaking and art to memorabilia that traditionally remained outside football. But the times have changed, and there is perhaps no more fitting stage for this meeting than Como, with its international outlook and distinctly exclusive character. Among Collecto’s latest initiatives is the creation of memorabilia, co-branded objects and luxury pieces customised in the club’s colours, bringing the elegance of collecting together with the identity of the team.
After all, Como has long since stopped being only a football club: it is a brand moving across several markets at once. It is moving towards fashion, through lifestyle collections; towards tourism, becoming a destination as well as a team; and increasingly towards luxury, bringing it into football rather than keeping it on the outside. The sporting side remains the heart of the project: from Serie D to the Champions League in just seven years, a journey that elsewhere might have taken much longer and required a fair amount of luck, while here it has followed a clear strategy.