Italian club sells €1,000 AI tickets
Como 1907—fresh in Serie A—has been packaging €1,000 luxury tickets with AI-driven fan analytics, turning matchdays into premium, personalized experiences reported. It’s an early example of blending hospitality, location analytics, and premium pricing to make venues tourist destinations.
The club’s current owners, Indonesian billionaires Robert and Michael Hartono, bought Como in 2019 for €1 million bloomberg.com and—according to company filings cited by Bloomberg—have injected more than £400 million into the club while reporting losses in excess of €100 million in the last financial year. bloomberg.com Como 1907 launched an in‑house luxury travel arm called SENT Tourism in May 2025 that sells Platinum and Gold matchday packages featuring VIP stadium access, player meet‑and‑greets, and curated lake‑front offerings such as private seaplane tours, villas and yacht experiences. comofootball.com On the tech side, the club signed with Kitman Labs on Oct. 9, 2024 to deploy its Intelligence Platform across the first team and academy for consolidated performance and medical analytics, kitmanlabs.com and in March 2025 Como announced a partnership with AI startup Gemini Sports to integrate multiple data sources into a Como data lake for squad‑management insights. geminisports.ai Como has also engaged Populous on a redevelopment of Stadio Giuseppe Sinigaglia—announced Feb. 4, 2025—with a feasibility/design approval target of May 2026 and construction slated to begin October 2027, while the club is planning to raise capacity above 15,000 and add year‑round premium lounges. populous.com
