A 119-year-old football club on the shores of one of the world's most beautiful lakes just qualified for the Champions League. Football is only part of the story.

Opening Pour

Como 1907 was founded in May 1907 by a small group of football enthusiasts inspired by a match played on the shores of Lake Como between members of a local rowing club and the gatekeepers of Buffalo Bill's travelling circus. The club's home, Stadio Giuseppe Sinigaglia, has sat metres from the water's edge since 1927.

The excellent Italian football journalist Gianni Brera once called it the most beautiful stadium in the world because of where it stood.

Como's setting was always the story and Djarum Group understood this from the off when they acquired the club in 2019. 5 million tourists pass through Lake Como every year, making it one of the most photographed destinations in the world. This sits as the backdrop to every home match. What Mirwan Suwarso, the ownership group's president and creative driving force, saw was a blank canvas that most established clubs could never offer.





A place with cultural cachet so deep that the football club sitting inside it could become something far larger than a football club.

The Strategic Decision

Almost every football club approaches brand building as a wider marketing function. The team performs, results drive attention and the brand follows. Como 1907 made a decision that inverts that logic entirely. As Suwarso has stated publicly, the ownership group views Como not as a football club with a brand, but as a brand that happens to have a football club inside it.

Lake Como is the master brand and the football team is the entry point.

That view shapes everything that has followed. When the club's social media began building an audience after the 2019 takeover the content looked nothing like a football club's feed. It read like a travel account. Focusing on the unique architecture of the town and the aesthetic of Italian lakeside life. The football arriv

📌 The Brand Blueprint That Turned Como 1907 Into a Lifestyle Brand (Bara)
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