In 2019, Como 1907 was a distressed Serie D club, bankrupt and fighting for survival. The Hartono family, Indonesia’s wealthiest family, bought it for just €800,000, a move many saw as a rescue rather than a long‑term investment.
Softfootball, understands nine years later, Como finished 4th in Serie A and qualified for the UEFA Champions League, but the real story goes far beyond football.
The Hartonos brought patient, long‑term capital and a clear vision: build Como into something much bigger than a club.
In one transfer window, Como spent €47.5 million, compared with just €3.7 million in sales a statement of intent, Then came the cultural transformation.
Cesc Fàbregas joined as coach and shareholder, helping reshape the club’s identity. Inspired partly by Billy Beane’s Moneyball philosophy, Como blended data, unconventional thinking, and global expertise to build a modern sporting project.
Como’s leadership has openly compared their strategy to Disney merging football with media, entertainment, hospitality, merchandising, members’ clubs, and even other sports.
The club has secured major commercial relationships with Uber, Revolut, and adidas, while maintaining a strong emphasis on community and fan experience.
What began as an €800,000 bet on a bankrupt football club has evolved into a global project, one that could redefine what a modern football institution looks like.
