# @dinisguarda_ on Instagram

- **Type:** Image
- **Original URL:** https://www.instagram.com/p/DeE7NPbCnMw
- **Gondola URL:** https://gondola.cc/posts/71297970-dinisguarda-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/87549f9e64.jpg
- **Posted:** 2026-10-04T15:10:50.000+00:00
- **Account Owner:** Dinis Guarda (@dinisguarda_) — https://gondola.cc/dinisguarda_

## Caption

What happens when a football club becomes a cultural destination for luxury fashion, tourism, business and elite football?

I went down a rabbit hole on Como 1907, and found that Como is becoming a cultural and business ecosystem where football, fashion, tourism, hospitality and technology intersect.

𝐅𝐚𝐬𝐡𝐢𝐨𝐧 𝐚𝐬 𝐚 𝐥𝐢𝐟𝐞𝐬𝐭𝐲𝐥𝐞 𝐥𝐚𝐲𝐞𝐫

The official store goes far beyond traditional football merchandise, with collections spanning sailing, racing, hiking, running, heritage and luxury streetwear.

Under Chief Brand Officer Rhuigi Villaseñor, Como has developed collaborations and collections that position the club within contemporary fashion culture — including RHUDE x Como and the Sailing collection.

The interesting part is the strategy: football becomes a platform for a broader lifestyle identity.

𝐓𝐨𝐮𝐫𝐢𝐬𝐦 𝐚𝐧𝐝 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞

“Football on the Lake”, the Como Cup and the private members’ Club on the Lake connect football with the unique cultural and tourism appeal of Lake Como.

The 2026 Como Cup brought together six clubs, Como 1907, Crystal Palace, FC Famalicão, RC Lens, Villarreal and AlUla SC.

𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐚𝐬 𝐚𝐧 𝐞𝐜𝐨𝐬𝐲𝐬𝐭𝐞𝐦

Como Ventures, brand collaborations, tourism initiatives, Como4Como and the club’s operating-model consultancy activities show an attempt to build multiple businesses around the football organisation.

Even the Revolut partnership is being integrated beyond a logo on a shirt, with the collaboration extending into areas such as ticketing, retail and the fan experience.

And on the football side, Como has now reached the UEFA Champions League — bringing the entire ecosystem onto an even bigger international stage.

𝐖𝐡𝐚𝐭 𝐈 𝐟𝐢𝐧𝐝 𝐦𝐨𝐬𝐭 𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭𝐢𝐧𝐠 is that we are entering an era where the most valuable sports organisations are not just teams, but ecosystems!

Explore Como 1907 and the model they are building.

comofootball 

#Como1907 #footballbusiness #sportsbusiness #sportsecosystem #luxurysports

## Stats

- **Views:** 0
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## Tags

sportsecosystem, luxurysports, footballbusiness, sportsbusiness, como1907

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