Como 1907 and Playbet: A Partnership That Advances Italian Football

This collaboration is notable not only for its commercial approach but also for its focus on fans, aiming to turn traditional football engagement into a more interactive experience for supporters of both sports and online gaming.

Como 1907, based in the city of Como in Lombardy, has made a big comeback in the past few years. The club’s promotion to Serie A after over twenty years away from top-tier competition has brought it renewed attention, broadening its fanbase and increasing its international presence. Como 1907’s Stadio Giuseppe Sinigaglia, set by the lake, attracts not only local supporters but also celebrities and football enthusiasts from around the world, making the club even more popular.

This revival spirit aligns well with the forward-thinking approach of Playbet, a new but rapidly growing online gambling and sportsbook platform. Launched in June 2024, Playbet has quickly established itself as a crypto-focused casino with fast and convenient transactions thanks to the use of cryptocurrencies. This progressive approach makes the two parties a suitable match for a partnership centered on breaking new ground by combining football with online gaming.

Announced in early 2025, the partnership between Como 1907 and Playbet was facilitated by the P11 Group, with industry figures Nick Hunter and Oliver Smith playing key roles. Playbet, a notable entertainment and crypto-gaming platform, is now Como 1907’s official entertainment partner.

As part of the deal, Playbet branding is prominently displayed on LED advertising boards during all Como 1907 home matches, ensuring broad visibility to stadium attendees and television audiences worldwide. This branding connects the excitement of matchday with Playbet’s digital gaming offerings, combining stadium tradition with online entertainment.

This partnership is driven by shared goals and commitment, as both organizations are focused on enhancing the fan experience. Como 1907’s Chief Revenue Officer, C. Ryan Shelton, highlighted how Playbet’s presence would introduce “a dynamic element to each matchday broadcast,” reflecting a joint focus on improving matchday atmosphere.

Playbet’s Chief Marketing Officer, Miguel Almeida, also expressed similar views, seeing the collaboration as a suitable match and looking forward to working with the historic club Como 1907. He is confident the partnership will be successful and welcomes the passionate Como fan base into Playbet’s online community.

Playbet is quickly gaining a strong reputation globally, offering a broad digital platform with a wide range of casino games, sportsbook options, and efficient crypto transactions. The platform uses technologies such as blockchain to ensure fairness and security, prioritizing fast, cross-border transactions.

By partnering with a club newly promoted to Serie A, Playbet aims to connect the excitement of matchday with the qualities of modern online gaming. This partnership is not limited to branding; it is also set to create new matchday traditions, merge physical and online experiences, and develop new ways for Italian football fans to connect with their club.

For Como 1907 supporters, the partnership offers more than just enhanced visuals at matches. Playbet and the club plan to introduce new initiatives aimed at strengthening involvement, offering exclusive content, and providing interactive experiences that link live attendance with online gaming. While details are still being developed, the goal is clear: contemporary Serie A fandom encompasses community, active participation, and lifestyle both onsite and online.

Como 1907’s recent efforts, including affordable ticket pricing, improved livestreaming, and football tourism packages, make the partnership with a ground-breaking entertainment and gaming company a logical progression in redefining what it means to support a club in present-day Italy.

The partnership between Como 1907 and Playbet is part of a wider trend in international football, where clubs increasingly collaborate with gaming and betting brands seeking to connect with overlapping audiences and build loyalty among digital-savvy fans. For Serie A, these partnerships demonstrate the league’s goal to continue as Italy’s prestigious football competition and a testing ground for fan involvement.

This cooperation marks a key step in connecting traditional Italian football passion with the interactivity of modern gaming. As Como 1907 begins a new chapter in Serie A, its collaboration with a forward-looking gaming partner is set to improve the matchday experience and the wider digital football community, establishing a new standard for sports and entertainment partnerships within Italian football.