Como have revealed the full details of their brand new flagship summer event, with the Serie A club planning on taking the pre-season tournament to another level through their focus on lifestyle, culture and hospitality.

The Como Cup will see Cesc Fabregas’s team compete with storied European giants Celtic and Ajax, as well as Saudi Pro League outfit Al-Ahli, but it is the announcement of a five-day festival – Football On The Lake – that sets the competition apart from anything else on football’s summer schedule.

Billed as a ‘celebration of sport, sound and style’, Stadio Sinigaglia and the surrounding area will host nightly DJ sets, culinary events and pop-ups for fans and visitors to explore between July 23 and 27.

Each evening will see live music down by the waterfront, while Michelin-star chefs and local kitchens will be serving up the region’s finest food. Fashion and football culture pop-ups will also be on site, while there will be late-night lounges to enjoy and ‘surprise performances’ are also promised.

“Football On The Lake is more than just a tournament – it’s a glimpse of what the future holds for Como,” said club president Mirwan Suwarso.

“Great football, unforgettable experiences, and one of the most beautiful settings in the world, all coming together in celebration. This is just the beginning.

“We’re building something special here – something that brings our community, our city, and the global game together in a way only Como can.”

The Como Cup promises a complete remodelling of the pre-season tournament, with previous summer competitions having a strong focus on events on the pitch – such as Arsenal’s Emirates Cup or the Audi Cup hosted by Bayern Munich.

And while the arrival of three renowned teams on the lake will provide some stardust on the pitch, the focus on the destination has seen tailored packages created to cater for every type of calcio-inclined visitor.

The club have launched three bespoke tiers, from a Platinum Package including a five-star stay by the lake at the iconic Villa d’Este and VIP experiences, through a Gold Package and down to a Fans & Supporters Package. Each is available for the full five days, or just the two nights of the final weekend.

These packages – which will be available to buy at comofootball.com – coincide with the launch of SENT Tourism, a new luxury tour operator run by the club that promises elite matchday experiences and access to some of the unique activities that makes the lake such an enticing destination for hundreds of thousands of tourists each year.

Their initial products include Platinum and Gold Matchday Packages for Como home games, as well as Luxury Lake Living – a tier allowing clients access to private seaplane tours, yachts and villa stays. Meanwhile, the Como Cup signals the first in their Siganture Events offerings.

The club’s emphasis on lifestyle and experience means other sporting events will be available in their packages – including the 2026 Winter Olympics being held in Milan and Cortina next February.

“Our goal is to position Como 1907 as the heartbeat of luxury football travel,” added Suwarso. “We’re not just hosting fans—we’re inviting the world to live football through the lens of Como: stylish, soulful, and uniquely Italian.”

The Como Cup gets under way on July 23, when the hosts take on Al-Ahli, before Ajax and Celtic meet the following day. After a rest day on Friday, there is a third-place play-off on Saturday July 26, before the winners of the opening two matches meet in the final on Sunday July 27.