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In May, Italian football club Como 1907 officially unveiled SENT Tourism, its in\u2011house luxury tour operator designed to bring football fans closer to the emotional, cultural, and aesthetic world of Lake Como. The initiative seeks to extend the club\u2019s identity beyond Serie\u202f A by crafting immersive travel experiences that merge matchday excitement with Italian elegance.<\/p>\n
Rooted in the club\u2019s transformation under Djarum Group\/Sent Entertainment Ltd and president Mirwan Suwarso, SENT Tourism represents the next chapter of Como\u2019s ambition to become a premier football tourism destination, leveraging its stunning lakeside stadium and localised brand ecosystem.<\/p>\n
New stadium plans unveiled\u00a0<\/p>\n
SENT Tourism is not the only big announcement made in recent months by Como 1907 \u2013 the redevelopment of the club\u2019s Stadio Giuseppe Sinigaglia was also unveiled earlier this year. Originally opened in 1927, the new stadium will be designed by architecture studio Populous.<\/p>\n
Como 1907\u2019s new stadium project marks a transformative step for the historic club, blending modern design with the scenic beauty of Lake Como. The planned redevelopment of the iconic Stadio Giuseppe Sinigaglia aims to deliver a state-of-the-art, UEFA-compliant venue while preserving its lakeside charm and deep-rooted history.\u00a0<\/p>\n
The new stadium will feature enhanced hospitality areas, increased capacity, sustainability features, and improved fan experiences \u2013 positioning Como as a premier destination in Italian football. Designed to reflect the elegance of its surroundings, the venue will be a centrepiece for both sport and tourism, aligning with the club\u2019s ambitious global brand strategy.\u00a0<\/p>\n
Football tourism\u00a0<\/p>\n
SENT Tourism positions Como 1907 as a trailblazer in football tourism, converting match attendance into an immersive travel and lifestyle experience on iconic Lake Como. By merging elite sporting hospitality with cultural storytelling and luxurious settings, the club isn\u2019t just selling football \u2013 it\u2019s selling an elevated Italian experience designed to resonate globally.<\/p>\n
\u201cOur goal is to position Como 1907 as the heartbeat of luxury football travel,\u201d said Mirwan Suwarso, President of Como 1907, in an official release<\/a>. \u201cWe\u2019re not just hosting fans \u2013 we\u2019re inviting the world to live football through the lens of Como: stylish, soulful, and uniquely Italian.\u201d<\/p>\n<\/p>\n Signature experiences<\/p>\n SENT Tourism offers curated packages that appeal to a range of audiences \u2013 corporate clients, families, football enthusiasts \u2013 each designed to engage multiple senses and create lasting memories:<\/p>\n Matchday packages<\/p>\n Platinum & Gold Matchday: VIP stadium access, gourmet hospitality, exclusive player meet\u2011and\u2011greet opportunities, and cultural tours.<\/p>\n Matchday Experience Tiers such as VIP Matchday, Distinti Elite, and Backstage Cumasch (starting between \u20ac290 and \u20ac490), featuring:<\/p>\n Pre\u2011match stadium walkabouts including behind\u2011the\u2011scenes access (locker rooms, tunnel, press area).<\/p>\n Hospitality at Villa Carminati, a historic lakeside residence just meters from the stadium.<\/p>\n On\u2011pitch warm\u2011up viewings before kickoff.<\/p>\n Premium seating options and optional collectible gift boxes with jerseys and team photos.\u00a0<\/p>\n Luxury lifestyle add\u2011ons<\/p>\n Lake Living Packages: Yacht or villa stays, private seaplane tours, and bespoke lakefront itineraries combining Italian culture with relaxation.<\/p>\n Signature cultural events, including:<\/p>\n Narrated guided tours and dinners in Como\u2019s historic city centre \u2013 where each dish tells a story tied to local history and gastronomy.<\/p>\n Packages tied to events such as Como Cup football festival, FIFA Winter Olympics tie\u2011ins, and family\u2011focused summer camps involving local lifestyle activities and football training.<\/p>\n Strategic positioning and brand synergy<\/p>\n Como 1907 is turning its lakeside location and ascending Serie\u202f A status into a global tourism brand:<\/p>\n Leverages its Stadio Giuseppe Sinigaglia, perched on the lake shore, as both scenic attraction and football venue, unique among global clubs.<\/p>\n Uses blockchain and NFT\u2011based ticketing to streamline international fan access \u2013 roughly 40% of ticketing revenue now comes from abroad.<\/p>\n Integrates travel, hospitality, retail, entertainment (craft beer, fashion), education, and football into a cohesive ecosystem \u2013 turning Como into a year\u2011round destination, not just a seasonal club,<\/p>\n Why it matters<\/p>\n Unique value proposition: SENT Tourism blurs the line between sport and luxury travel \u2013 offering matchday access, cultural discovery, and lifestyle immersion in one package.<\/p>\n Extended brand reach: The club taps into the global appeal of Lake Como, drawing fans and tourists from across Europe and beyond.<\/p>\n Commercial diversification: SENT Tourism opens new revenue channels beyond ticket sales and broadcasting rights, reinforcing Como\u2019s identity as a modern, innovative club.<\/p>\n For football tourism experiences in Como see comofootball.com<\/a><\/p>\n