Como's Financial Picture Reveals Broader Ambitions Beyond Serie A Survival
The first full financial picture of Como's return to Serie A has emerged, revealing the scale of the club's financial commitment and the broader corporate structure built by its Indonesian owners, the Hartono family. According to recently published, pro-forma consolidated accounts for the 2024-25 season, the Como 1907 group, including its parent company and subsidiaries, reported a loss of €132 million. This figure is significantly higher than the €105 million loss reported by the football club, Como 1907, on a standalone basis.
The substantial difference stems from the creation of a wider corporate ecosystem, branded 'Sent'. This structure, orchestrated by owners Robert and Michael Hartono, includes separate entities for the club, an academy (Sent Academy), a retail and merchandising arm (Sent Retail), a property division (Sent Property), a digital content arm (Sent Digital), and a tourism agency (Sent Tourism). All these entities fall under the umbrella of Sent Entertainment Italy, which sits alongside Como 1907. The consolidated accounts present the full financial scope of this 'ecosystem', which incurred significant start-up costs, explaining the larger consolidated loss.
This structure, as explained by the club, is a strategic, long-term investment. The Hartono family has reportedly injected approximately 390 million euros into the holding company, Sent Entertainment Limited, to fund this expansion. The model aims to diversify revenue streams far beyond traditional football operations, building a multi-faceted business around the club. The consolidated financials show that while the football club (Como 1907) generated €48 million in revenue (excluding player trading), the entire Sent ecosystem brought in €55 million, with the extra €7 million attributed to these new business ventures like merchandising and content.
On the pitch, Como's sporting project is also ambitious. The club, currently competing for a European spot in Serie A, is in a unique position. Club president Mirwan Suwarso has acknowledged the financial fair play (FFP) challenge, noting the club is currently about €75 million above UEFA's acceptable loss threshold over a three-year monitoring period. However, he expressed confidence that with continued revenue growth from both sporting success and the new business ventures, the club expects to comply with UEFA's financial sustainability regulations within two to three years. The financial data reveals a club not merely aiming for survival, but investing heavily in a long-term, diversified model for sustainable growth, both on and off the pitch.
