Rob Dawson Oct 22, 2026, 04:00 AM ET

COMO, Italy -- Como don't have a rich history of success. They don't have a full trophy cabinet or a state-of-the-art stadium. They don't have superstar players. Instead, they're making the most of what they do have to stand out from the pack: a lake, a picture-postcard location and a playground for the rich and famous.

Where other football clubs have been apprehensive about chasing tourists for fear of alienating local supporters, Como are cashing in. With their 12,000-capacity Stadio Giuseppe Sinigaglia just a few steps away from Lake Como and Hollywood royalty among those regularly jetting in and out, the club proudly market themselves as a "sports tourism destination."

The aim has been to build a team, but also a sustainable business around it. And it's working.

The change of direction off the pitch under Indonesian owners Djarum Group has coincided with spectacular success on it.…