Why Hollywood stars keep coming to watch Como | OneFootball

Keira Knightley, Michael Fassbender and Adrian Brody were the latest A-lister celebrities in attendance at the Stadio Sinigaglia to watch Como in Serie A, as the club capitalise on the prestige of the local area, a new marketing strategy and a number of handy connections.

Here is why Hollywood stars keep coming to watch Como.

Why do Hollywood stars keep coming to watch Como?

Knightley, Fassbender and Brody are not the only big names to drop by over the last few seasons, Hugh Grant has also come to watch Como in action, as has Kate Beckinsale, Benedict Cumberbatch and Andrew Garfield among plenty of others.

Actors Michael Fassbander (L) and Keira Knightley attend the Italian Serie A soccer match between Como 1907 and AS Roma, Italy, 15 December 2024. EPA-EFE/MATTEO BAZZI

The city is, of course, a commonly frequented holiday destination for some of the world’s most famous names. Its popularity among US celebrities grew even further when George Clooney acquired a luxury home in the area at the start of the century.

Capitalising on the city’s prestigious residents is a firm part of the club’s commercial and marketing strategy.

As Mirwan Suwarso, who is responsible for the club’s marketing, merchandise and ticketing, explained to La Gazzetta dello Sport: “We try to give more and more to our fans, something that goes beyond football and entertains everyone: Adults, children, superfans and general enthusiasts.”