
Como Women's dreams and ambitions seen from the inside
We interviewed former player Lauren Holiday, now an investor in Mercury/13, the fund that owns the club
March 13th, 2025
There is a team on Lake Como that this summer launched a deep rebranding, changing technical sponsor and inaugurating a new, very clean and elegant line of communication. And no, it's not Como 1907 we're talking about. F.C. Como Women, the women's team changed its name in 2021 and returned to the top flight last season. A rebirth that is due to the Mercury/13 investment fund, which arrived in the world of women's football with the sole intention of improving it and investing more and more. A project that had never before been seen in Italy and that undoubtedly surprises with its ambitions, making its uniqueness clear from the outset and breaking away from the men's club. In Italy this is a rather unique situation, in the women's Serie A only Napoli Femminile can consider itself independent, all other teams are under the same ownership as the men's club.
All this, but not only this, makes Como Women a futuristic club, and for this reason, ever since its rebranding, we have been following the club's happenings, communication, collaborations and finally the field very closely. But in order to delve deeper and give an insight into what is the soul of the club, we had the opportunity to speak with Lauren Holiday, a former American footballer among the strongest and above all most influential of her generation and today also an investor in Mercury/13. The American striker told us about future projects, collaborations and dreams, giving us some small previews of what is to come for Como Women, which will certainly have a more than bright future.
First of all, what convinced you about the Mercury project?
I think what Mercury is doing is the first of its kind for women's sports. And I think what attracted me was their honesty, their integrity and their genuine approach. Mercury wants to transform the multi-club model. And they want to do it the right way, by helping teams to grow sustainably, but in the right direction. It was easy for me to work with Mercury.
Why Como Women and what makes this team special?
I think Como Women is special even though women's football in Italy has yet to grow. The thing that makes Como unique is that it is a club made up only of women, we are not linked to any club. That's what makes us very special, in the sense that we do and will continue to grow on our own. And I think the opportunity to tell their stories is really one of one.
Where and how can Como Women improve?
There is a lot to be done, for sure. I think Como Women can improve again and again, of course. For example, the facilities. The training ground, the way they play, their stadium, these are all improvements that can be made. They won't happen overnight. But I think that in Italy, unless it is Juventus or another top club, the problems are the same for everyone. The positive thing about Como Women is that it has a structure and a team that believes in each other, and that's where you can grow.
What are the growth prospects for women's football in Italy?
Football will become more and more women's oriented. There will not be only men and women in one club. I think women will have their own stadiums, which will attract the same audience. I know it is difficult in Italy, but I saw it happen in the United States when I played in the NWSL, we had 500 fans and in ten years we sold out stadiums of 30,000 people. So I think the same process will happen in Italy. Women need investment, marketing and to be known.
Will you make further investments in Italy?
No, we are completely focused on Como Women.
Could we one day see Mercury also invest in men's football or other women's clubs?
Our goal is to own clubs in more than one country. That is why it is a multi-club model. We haven't closed with another team yet, but the hope is to announce it soon. I can tell you though that we will continue in women's football, for us that is the best side of the sport.
As a former player, can you tell us what are the differences between American and European football?
There are so many differences between American and European football. In US, women's football is the most important sport in the country, so girls have the opportunity to start playing at a young age and it has been like that for a while. I think in America, athleticism comes before skill. In Europe, on the other hand, tactics are taught first. So many of our best athletes play soccer or football in the US. So I think the development in Europe is better than in the US. Yes. But I think the United States, their intensity, the way they train, like it's the World Cup final every day, is something that sometimes gives them an advantage over the European football culture, where it's a little bit more relaxed and more focused on tactics, and I think for a long time America was ahead, but now the gap is closing and I think that's good for football. It makes me very happy.
Are you open to collaborating with the men's club and finding synergy on the stadium or something else?
I have seen the design of their future stadium and I must say that it is really incredible. So I think there is always the possibility to collaborate, but also to encourage each other. I think two clubs improve each other if there is one, who pushes the other. So yes, I think there is definitely a relationship line.
Why did Nike choose Como? And what should we expect from this partnership?
I think it's obvious, Como is a spectacular city but not only. These athletes are absolutely top class. And it's not just about the players, but also about the people off the playing field. They have a lifestyle. They are beautiful women. They are involved in the community. They have dreams and aspirations outside of football. And I think Nike has noticed that. This partnership is so special because we are really doing something never seen before in Italy.