The Athletic FC Podcast Cesc Fabregas, data, and Disney: Inside Como
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Nov 13, 2025 Mirwan Surwaso, CEO of Como 1907, shares insights into the club's rapid ascent from Serie D to Serie A. He reveals how a shift from a content strategy to a commercial model fueled their growth. Key topics include their data-driven recruitment approach, Cesc Fabregas's impactful role in decision-making, and plans to position Como as a tourism 'theme park.' Surwaso also discusses stadium renovations, lifestyle branding, and the exciting prospect of playing a match abroad against AC Milan.
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Build Community-Centric Merch Programs
- Anchor community commerce by producing local goods and sharing revenue with local businesses.
- Reinvest proceeds and return 25% to the community to build trust and local buy-in.
Building An In-House Data Engine
- Como built a 60-person data team while also using external providers like StatsBomb and Brentford hires.
- They blend external benchmarks with internal systems to develop recruitment know-how.
Cesc's Influence Within A Collective Board
- Cesc Fàbregas holds strong influence but decisions require majority board approval.
- Fàbregas can override data when he proves a player's fit through tactical vision, as with Lucas Dacuña.