April 13 – Como 1907 have struck a partnership with EA Sports FC, in a deal facilitated by European Football Clubs, as the Serie A side looks to deepen its presence across digital platforms.
The agreement will see Como integrated more closely into the EA Sports FC ecosystem, with the club aiming to meet supporters in spaces where engagement increasingly happens away from matchdays. It also links directly to the launch of Como Gaming Club earlier this season, a platform designed to bring fans together through content and online interaction.
Ryan Shelton, Chief Revenue Officer of Como 1907, said: “Football fandom today lives across far more than ninety minutes, and video games are a huge part of that. This partnership with EA Sports FC gives us a powerful way to meet supporters where they already are, while creating new stories, experiences, and touchpoints around the club. It also helped inspire Como Gaming Club, which is about building a community shaped by the way modern fans live football.”
While Como have yet to detail specific activations, what is clear is that gaming continues to offer clubs – particularly as fashionable as Como – another route into younger and globally dispersed audiences.
James Taylor, Director of Football Partnerships at EA Sports FC, added: “We are delighted to work with Como 1907, a club bringing fresh energy and a clear sense of identity to the game. Together with European Football Clubs, this partnership reflects the growing role video games play in fan culture and offers new opportunities for supporters to engage with Como 1907 through EA Sports FC.”
For Como, it is a straightforward extension of a strategy that has leaned into culture and digital engagement, with the club continuing to test where it can broaden its reach beyond the pitch.
As a smaller Serie A club that has recently acquired some top-level talent via new funding, the club has enjoyed a period of growth off the pitch – slowly establishing itself as a regular competitor for European spots. The club currently has some of the wealthies owners in Italian football after the club was bought by the Hartono brothers (Robert Budi Hartono and Michael Bambang Hartono) through Djarum Group in 2019.
Having only been promoted to the Serie A in 2024-25, the club now sit fifth in the table with six matches left to play.
Contact the writer of this story, Harry Ewing, at [email protected]