Como's Ambitious Goals: From Serie A Underdogs to Cultural Icons

Newly promoted Serie A club Como is more than just a soccer team; it's a central piece in a broader business and cultural strategy led by Indonesia's Hartono brothers. The plan incorporates travel, fashion, and media, targeting growth through the city's scenic beauty and rich cultural heritage.

Newly promoted Serie A club Como has had a slow start to the season, but for Indonesia’s billionaire Hartono brothers, the club's performance on the pitch is just one part of a grander business scheme focused on the picturesque lakeside city.

Returning to Italy’s top-flight football after a 21-year hiatus, the relatively small club is coached by former Spain midfielder Cesc Fabregas and reinforced by summer signings like ex-Barcelona’s Sergi Roberto and former Spanish national goalkeeper Pepe Reina.

Despite failing to win their first four matches, Como secured their first victory against Atalanta on Tuesday. While Serie A survival and revamping the historic Giuseppe Sinigaglia stadium are primary goals, the Hartonos’ strategy extends to travel, fashion, and media industries.

(With inputs from agencies.)