Roger Hampel
Elena Mirandola, the CEO of F.C. Como Women | Photo Credit: F.C. Como Women
F.C. Como Women is the first club acquired by Mercury/13, a multi-club ownership group focused on acquiring women’s football franchises. In this exclusive interview with Football Business Journal, Elena Mirandola, the newly appointed CEO of F.C. Como Women, shares her vision for the club’s future under the ownership of Mercury/13. From redefining the playbook in women’s football to forging innovative partnerships and fostering a strong connection with the Como region, Elena discusses her strategic goals and the challenges of leading an independent club in Serie A Femminile. She also delves into the significance of collaboration in women’s sports and offers inspiring advice to young women aspiring to build careers in the industry.
Roger Hampel (Football Business Journal): Elena, congratulations on becoming the new CEO of F.C. Como Women. To start, could you share your main goals and priorities for the first few months in your new role?
Elena Mirandola (CEO of F.C. Como Women): Thank you, Roger. Our primary objective is to build a new playbook, which I mean both from a sporting and commercial perspective. F.C. Como Women is quite unique as an independent club, without reliance on a male football team, so we need to approach things differently.
From a sporting perspective, managing female athletes requires a unique approach, including tailored training both on and off the pitch. We aim to become best-in-class in this regard. On the commercial and marketing fronts, we're challenging the traditional sponsorship models and exploring innovative opportunities. As you’ve seen with our recent Nike campaign, we’re pushing boundaries to create a resilient and strong club not at the expense of aesthetics. So, in a nutshell, building a new playbook, both on the sporting and on the commercial and marketing front - These are my main objectives and challenges.
Roger: F.C. Como Women and Nike unveil yesterday 24/25 season home and away kits in the 'We Belong Here' campaign. Speaking of the Nike campaign, could you tell us more about its main goal?
Elena: Absolutely. Before I joined the club, we conducted a thorough review of our values and identity. The tagline "We Belong Here" captures the essence of who we are as a club and as women in football.
The tagline has multiple layers of meaning. On one hand, it reflects our deep connection to the Como region. On a deeper level, it asserts that women have a rightful place in the world of football, which has traditionally been dominated by men, especially in Italy. It’s our way of saying, "This world belongs to us too, and we’re here to prove it."
Roger: The campaign emphasizes a strong bond with the region. How do you plan to further develop marketing efforts tied to Como?
Elena: Our story is deeply rooted in Como, as the club was founded by a local entrepreneur who believed in women’s football from the very beginning. We’re committed to maintaining and strengthening this connection. For example, this Saturday, we’ll be partnering with the E1 Series, an electric motorboat racing event held in Como. This partnership reflects both our connection to the region and our commitment to innovation and gender equality in sports. This is just one of many activations we’re working on to highlight our ties to Como.
Photo Credit: F.C. Como Women
Roger: It’s exciting to see F.C. Como Women engaging with other sports. Thinking beyond football, is this aesthetic campaign also a sign that Como Women plans to move towards a fashion-oriented direction, similar to the men's Como team (collaboration with Brics at Harrods) or Venezia FC?
Elena: Fashion is definitely an area we’re exploring, but our current focus is on operational, commercial, and marketing efforts. We believe in representing a club that embodies resilience and strength without compromising on aesthetics. Our kits, for example, are designed to be both functional and beautiful, reflecting the beauty of the region we come from. We’re working on plans to expand into fashion, but it’s still a work in progress.
Roger: What about new potential sponsorship partners?
Elena: We’re focused on finding value-aligned partners who share our goals and values, particularly those committed to gender equality. It’s not about whether a sponsor is local or international; it’s about whether they’re aligned with our mission. We’re being selective to ensure our partners contribute meaningfully to our vision for the club and women’s football.
Roger: F.C. Como Women is the first club acquired by Mercury/13, a multi-club ownership group focused on acquiring women’s football franchises. Managing a club within a multi-club ownership network is unique. What benefits does this structure bring to F.C. Como Women?
Elena: Coming from a business background, I understand the importance of efficiency. As the first club in the network, we’re building processes that can be shared across the portfolio as it grows. This structure allows us to learn from both successes and mistakes, ensuring that best practices are applied across all clubs. It’s about creating efficiencies and fostering collaboration, not just within our network but potentially with other clubs globally. Collaboration is crucial for the growth of women’s football.
Roger: How do you see the future of multi-club ownership in women’s football?
Elena: I believe that forming networks can elevate the entire sports ecosystem. While having a network of clubs within one ownership structure is beneficial, collaboration should extend beyond that. Networks working together can create a stronger, more unified push for the development of women’s football globally.
Roger: Looking ahead, what role can F.C. Como Women play in the future of women’s football in Italy and Europe? Elena Mirandola Como Women
Elena: Football is deeply rooted in Italian culture, but traditionally, it’s been seen as a male domain. At F.C. Como Women, we’re not just focused on our first team; we’re nurturing talent from as young as six years old. It’s essential to change mindsets early on and ensure that girls know they have a place in football. We aim to be pioneers in this space, setting best practices that others can follow. Our goal is to create an ecosystem that supports and encourages young girls to pursue football.
Roger: That’s a powerful vision. Finally, what’s your message to young women aspiring to have a career in sports, whether on the pitch or in the business side?
Elena: There’s a saying, "If you can’t see it, you can’t be it." Having a role model is crucial. It doesn’t have to be someone in sports; it can be anyone who inspires you through their bravery or tough decisions. My advice to young girls is to find a role model and not be afraid to take risks. Trust your instincts and be willing to take the path less traveled.
Roger: That’s a beautiful message. Thank you, Elena. We look forward to seeing the impact of your leadership both on and off the pitch.
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