By Federico Calabrese
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Como 1907, after a long climb back into professional football and a promotion to Serie A that reignited the passion of its supporters, is experiencing a period of significant renewal—both on and off the pitch. One of the key aspects of this new phase involves the topic of sponsorships, particularly technical sponsors, which now play an increasingly important role in the finances of modern football clubs. Where once sponsorship meant simply having a logo on a shirt, today we’re talking about strategic partnerships, global branding, and agreements that can significantly impact a club’s revenue.
Como’s partners
On the front of the shirt, an important new development is the partnership with Uber, which for the current season serves as the main sponsor—the brand featured prominently on the front of the official kits. This is a three-year agreement that not only gives Como a more international image but also provides substantial financial support.
Although official figures have not been disclosed, it is reasonable to assume that this is a deal worth several hundred thousand euros, possibly exceeding one million over the course of the contract, especially considering that Uber is also the club’s “Official Mobility Partner.” The declared goal is to build a strong connection with the local area, also offering services and initiatives for fans, from transport solutions to promotional events. This collaboration, unique in the Italian football landscape, reflects Como’s new strategic direction—not just a sports club, but a broader project aimed at promoting the territory and strengthening its brand.
Neuberger Berman
Rounding out the club’s main sponsor group is Neuberger Berman, an American asset management firm, which has confirmed its role as “back of shirt” sponsor—its logo appears on the back of the official jerseys. The presence of such a financial giant underlines Como’s growing ability to attract high-profile investors and companies, also thanks to its international ownership structure and an ambitious long-term development plan.
Revenue
But how much does Como actually earn from these partnerships? Delving into exact numbers is difficult, as club financial statements rarely specify the earnings from each sponsor, and most contracts remain confidential. However, it’s possible to make some reasoned estimates. Como not only receives kits and technical equipment, but also earns from merchandise sales—jerseys purchased by fans both online and in official stores. Naturally, how much they earn depends heavily on sales volume, which, for a mid-sized club like Como, is still relatively limited compared to Italy’s top teams, but is growing steadily.
The shirt sponsorship deal with Uber is likely the most lucrative of the season. Again, in the absence of official numbers, it’s reasonable to estimate that the total value of the deal could range from €500,000 to over €1 million annually, depending on visibility clauses, performance-related bonuses, and other contractual elements.
Compared to the astronomical figures earned by the top clubs—Juventus receives around €46 million per year from Adidas, while Inter brings in about €28 million from Nike—Como still has a long way to go. Yet, it’s important to remember that for a club that has only just returned to Serie A, with a smaller fan base compared to the league giants, these are still valuable revenues that can make a meaningful difference in managing the club’s budget.
What makes Como’s approach particularly interesting is its ability to build a network of sponsors that align with the club’s identity and vision. There’s a strong focus on quality and Italian craftsmanship with Erreà, modernity and tech innovation with Uber, and financial strength with Neuberger Berman. This shows a clear strategic vision of how the club wants to present itself to the market—not just as a local team, but as a football project with global ambitions. The recent move to attract foreign investors and the desire to internationalize the brand, including efforts with the women’s team (which is sponsored by Nike), further support this well-structured long-term strategy.
In conclusion, Como 1907 is building a network of technical and commercial partnerships that, while not yet matching the financial power of Serie A’s top clubs, provide a solid economic foundation to maintain its top-flight status and develop medium- to long-term projects. The presence of respected sponsors and the club’s ability to attract new ones show that Como is viewed as a reliable and appealing entity in the football business landscape. The next challenge will be to consolidate these relationships, enhance the visibility of the Como brand, and turn these collaborations into a true engine for both sporting and financial growth.
