By Andy Marston, Sports Pundit
Como 1907 has launched SENT Tourism, a new in-house luxury travel arm that packages football, culture, and lifestyle into bespoke experiences on and around Lake Como and other top-tier Italian locations.
Grounded in the club’s unique identity and designed to deepen emotional resonance with fans, partners, and global visitors, SENT extends Como’s brand into the realm of elite travel.
Experiences range from platinum matchday hospitality to private seaplane tours, Olympic tie-ins, and curated corporate retreats, positioning Como as a gateway to luxury Italian tourism.
The club is also building its own IP, with a signature events calendar that includes family-friendly packages tied to summer camps and the soon-to-launch Como Cup this July.
Every SENT experience blends the intensity of football with the hospitality, nature, and culinary artistry of Italy, offering more than a matchday, but a full-sensory, place-based experience.
Why It Matters:
Lake Como’s rise as a luxury travel hotspot has been well-documented and Como 1907, with its stadium actually on the lakeside, is uniquely placed to own that intersection between sport and destination.
As Mirwan Suwarso, President of Como 1907, put it:
“We’re not just hosting fans—we’re inviting the world to live football through the lens of Como: stylish, soulful, and uniquely Italian.”
Rather than sub-letting its brand to a third party operator or to a sponsor, the club is choosing to own the vertical, a sign of operational confidence and a move that unlocks much greater long-term upside.
This is especially important to acknowledge as traditional revenue pillars like media rights become more volatile. This kind of vertically integrated play offers a more
defensible and differentiated path forward.
As clubs everywhere search for new ways to commercialise what makes them special, Como is demonstrating what that looks like in practice
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