Como will be showcasing luxury football during friendly matches

Como has decided to make summer friendlies cool too. The club has officially announced the first edition of Football on the Lake, a five-day festival centered around the Como Cup — a tournament scheduled from July 23 to 27 at the Sinigaglia Stadium. The event will feature Ajax, Celtic, and Al-Ahli, the Saudi team that will face Cesc Fabregas’s side in the first semifinal. The winner will go on to face the winner of the second semifinal between Ajax and Celtic. It’s a taste of international football — the first under Como’s ambitious ownership — as part of a broader vision aimed at sporting growth and eventual qualification for European competitions. At the same time, it’s an event through which Como aims to reaffirm its role as a leader in luxury football.

The off-pitch program includes DJ sets held in conjunction with the matches, set against the stunning backdrop of Lake Como. The city’s culture and traditions will be celebrated through culinary events — featuring Michelin-starred chefs — as well as exhibitions and nighttime happenings that will accompany pop-up installations, highlighting the intersection of fashion, football culture, art, and design. “Football On The Lake is more than just a tournament – it’s a glimpse of what the future holds for Como", said president Mirwan Suwarso. "Great football, unforgettable experiences, and one of the most beautiful settings in the world, all coming together in celebration. This is just the beginning. We’re building something special here – something that brings our community, our city, and the global game together in a way only Como can."

Como is thus doubling down on the glamour-driven strategy introduced last season — aiming to transform the club into a key player in the worlds of fashion, showbiz, and football tourism, with luxury football as the means to that end. Terry Crews, Keira Knightley, Jeff Goldblum, Hugh Grant, Michael Fassbender, Thierry Henry, Adrien Brody — these are just some of the stars who’ve enjoyed Como’s hospitality, attending Serie A matches (not necessarily high-profile ones) from the stadium’s VIP section. Even during its Serie B seasons, Como’s ownership never hid its ambition to expand the club’s reach and become a globally recognized brand, as evidenced by the hiring of Rhuigi Villaseñor as Chief Brand Officer, which also led to the creation of a jersey in collaboration with RHUDE. It’s no surprise, then, that Como could become the first Serie A team to play a league match outside Italy, facing Milan in Perth, Australia: a breath of fresh air for Italian football, and a real break from the sport’s traditional roots in the country.