Italian club Como 1907 is extending its brand beyond football by launching premium travel packages built around its upcoming “Football on the Lake” event, blending match attendance with hospitality and tourism experiences in one of Italy’s most iconic destinations.
Packages start at €490 per person and include match tickets, accommodation and a range of curated activities designed to showcase the Lake Como region.
Football becomes a tourism product
The initiative offers supporters far more than access to football matches. Fans can choose between standard and luxury accommodation options while enjoying experiences tailored to highlight the area’s unique appeal.
The programme includes:
- Boat tours,
- Ape Car tours,
- Golf cart tours,
- Premium hospitality experiences,
- Local food and beverage activations.
Guests booking accommodation packages will also receive a welcome drink at Silk Bar, featuring a dedicated Como 1907 signature cocktail.
Leveraging the global appeal of Lake Como
Few football clubs can capitalise on a destination as internationally recognised as Lake Como.
Known for its luxury tourism, high-end hospitality, celebrity appeal and prestigious real estate market, the region attracts visitors from across Europe, North America and the Middle East.
For Como 1907, this creates a commercial opportunity that extends well beyond results on the pitch.
The club has positioned “Football on the Lake” as more than just a football tournament, presenting it as a gateway for visitors to experience the best of Lake Como through a combination of sport, culture and tourism.
A new revenue model for football clubs
Como 1907’s strategy reflects a growing trend across the football industry, with clubs increasingly seeking to capture spending beyond ticket sales by integrating hospitality, travel and lifestyle experiences into a single product offering.
Rather than relying solely on sporting success, clubs are exploring ways to monetise their destinations and strengthen their brands through immersive fan experiences.
With “Football on the Lake”, Como 1907 is emerging as one of the latest examples of how football organisations are evolving into broader entertainment and tourism businesses, offering supporters not just a matchday, but a destination experience.