Credit: Sports Business Journal
Italian Serie A side Como 1907 has announced the launch of Como Ventures, a new startup accelerator program developed in partnership with London-based investment group The Players Fund as brought to light by Sports Business Journal. The initiative represents a bold step in bridging elite football with the startup ecosystem, embedding entrepreneurship directly into the club’s DNA.
What is Como Ventures?
The accelerator will support early-stage startups across key verticals:
- Health & human performance
- Hospitality & travel
- Media technology
- Merchandise & retail
- Mobility
- Sustainability
Selected startups will gain access to Como’s team, stadium operations, and fanbase in exchange for equity stakes. This is not a cash-heavy model; instead, it leverages the club’s unique infrastructure and cultural positioning as tangible assets.
Why It Fits Como’s Identity
Como has been steadily building an identity that blends sport with culture and entrepreneurship. Beyond football, the club has:
- Taken over operations of a local brewery
- Launched a licensed tourism business around Lake Como
- Experimented with digital fan engagement and experiential products
As CRO Ryan Shelton explains: “We’re always looking for ways to enhance the operation we have, and also looking for new opportunities and new areas where we can think differently as a club.”
This accelerator aligns perfectly with that ethos. Startups could directly help solve club-specific challenges — from integrating tourism offerings into ticketing to improving transport and accessibility for fans.
The Role of The Players Fund
The athlete-backed Players Fund will oversee startup selection and daily management of the accelerator. According to Andy Marston, Head of Corporate Venture, three or four startups will likely form the inaugural cohort.
The structure mirrors global experiments like AO Ventures by Tennis Australia, where sports entities become incubators for innovation while maintaining their cultural identities. If successful, Como and The Players Fund could replicate this model with other clubs.
Next Steps
Applications will be open until October 2025, followed by a pitch day in November. The six-month accelerator begins in January 2026, concluding with a demo day featuring Como’s commercial partners — an opportunity for startups to scale quickly with built-in visibility.
What Other Clubs Can Learn?
At 365247, we view Como’s move as a blueprint for modern football clubs. The lesson is clear:
- Leverage Assets Differently – A stadium isn’t just a venue; it’s a living lab for mobility, hospitality, and fan experience startups.
- Think Beyond Sponsorship – Rather than waiting for brands to pay for logo space, clubs can create equity valueby owning stakes in startups aligned with their ecosystem.
- Cultural Alignment Matters – Como’s entrepreneurial positioning (brewery, tourism, lifestyle) makes this credible. Clubs that try to replicate without authenticity will fail.
This move signals a broader shift in football: clubs are no longer just rights-holders; they are venture platforms with the ability to accelerate innovation across industries.
Final Word & CTA
Como 1907 is redefining what it means to be a football club in the 21st century — not just a team, but an entrepreneurial hub shaping the future of sport and business.
The bigger question is: which club will be next to follow this model, and which will be left behind in the sponsorship-only era?
