The 99-year-old Giuseppe Sinigaglia Stadium exudes third-division charm at best, but Como 1907 has long been competing in the Champions League—and not just on the field. Hollywood stars such as Hugh Grant, Benedict Cumberbatch, and Keira Knightley have already taken their seats in the blue seats of the main grandstand. There could also be surprise guests tonight at the club’s Champions League debut against RB Leipzig. Como is no ordinary club—it’s a business model. From the fourth division to the Champions League. What RB Leipzig achieved in four years, Como accomplished—no less impressively—in seven. In 2019, the club—which had previously filed for bankruptcy multiple times—was still playing in Serie D. Then the Indonesian billionaire brothers Robert and Michael Hartono stepped in, and the rise began. In the summer of 2022, the signing of Cesc Fàbregas provided the decisive boost—first as a player, then as a coach. Last season, the team qualified for the Champions League on the final matchday. Fàbregas had reportedly been courted by several clubs, including Leipzig. But the owners vetoed the move. “I see this as a long-term project,” said Fàbregas. “I can work here the way I want to.” Former Chelsea pro Dennis Wise “laid the foundation for the soccer philosophy,” explained President Mirwan Suwarso. Added to this was baseball manager Billy Beane—known from the movie “Moneyball”—who helped establish a data-driven platform for player transfers. The stadium has already received a new grandstand for the Champions League, and a comprehensive modernization is set to begin next year. The capacity is set to increase to 15,000 fans. Currently, only about 11,000 spectators are allowed in Champions League matches. Robert Hartono and his brother Michael, who passed away in March, are pursuing a unique investment strategy in Como. They combine tourism, luxury, and entertainment to raise the club’s profile. The stadium is located directly on the picturesque shores of Lake Como, and celebrities are regularly seen in the stands. Not only do movie stars make appearances in “Sinigaglywood,” but stars from the music industry and the sports world also attend the club’s games. President Suwarso is a film producer and thus has excellent connections in the entertainment industry. Lake Como is considered a retreat for many celebrities; George Clooney owns a villa on the western shore. The club has set up a luxurious hospitality area for its celebrity guests in a historic lakeside villa. In addition, coach Fàbregas and his former teammate and global superstar Thierry Henry are shareholders in the club. In terms of glamour, Como is something like the Disneyland of soccer; the club is meant to stand for a certain lifestyle as a brand, rather than just being a sports club. “We have no athletic ambitions. We have business ambitions, and we want to reach a valuation of one billion dollars by 2038. That is our goal,” said Surwaso. The aim is to generate more revenue from business outside of soccer than from soccer itself. RB Leipzig is known to have the beverage company Red Bull as a financially powerful investor. At Como, it’s the Hartono family, whose fortune is estimated at over 35 billion dollars. The Hartonos bought the club for just one million euros. Suwarso was appointed as the club’s representative, and he speaks openly about the early days. “We wanted to buy something cheap, have an Indonesian soccer team play there, and turn it into a TV show,” said the manager. “But after three months, the team was promoted, and according to the rules, no one who wasn’t from the EU was allowed to play there. So we had to turn it into a business.” The club is set to become a global brand. It has already found a following across Europe. According to Surwaso, a Scottish fan club has about 3,000 members, and 40 percent of all ticket buyers are tourists. Copyright 2026, dpa (www.dpa.de). All rights reservedThe Rise à la RB Leipzig
Luxury, Stars & Entertainment: The Disney Style
The Billionaires Behind the Scenes
