A fairy‑tale takeover
In 2019, brothers Robert and Michael Hartono, Indonesian entrepreneurs from the Hartono family, purchased the historic Italian club Como 1907 for a modest €800,000.
At the time, the club languished in Serie D, Italy’s fourth tier, playing in a crumbling stadium that could only hold a fraction of its 12,000 seats, and its annual income barely scraped €1 million.
What followed was not a typical football investment. The Hartonos adopted a business model inspired by Disney’s storytelling approach, turning matchdays into immersive experiences and rebuilding the brand from the ground up.
Reviving a sleeping giant
Six years later, the Lombardy side is now a regular in the UEFA Champions League, with every home game selling out and merchandise sales topping €35 million annually.
Financial forecasts predict revenue of roughly €75 million next season, a staggering rise from the sub‑million‑euro baseline, and the club’s valuation has surged into the hundreds of millions.
The Business Playbook
The Hartono playbook blends long‑term capital allocation with fan‑centric storytelling, a formula that has resonated with supporters and sponsors alike.
By treating the club as a cultural asset rather than a mere sporting entity, they have unlocked revenue streams that traditional owners often overlook.
Looking ahead
With a Champions League spot secured and a stadium expansion plan underway, the club aims to cement its place among Europe’s elite while continuing its rapid financial ascent.