AlUla Club and Como 1907 Sign Strategic Partnership to Expand International Football Cooperation.

Roger Hampel

Image: AlUla Club

AlUla Club has announced the signing of a strategic partnership agreement with Italian side Como 1907, marking another step in Saudi Arabia’s ongoing effort to strengthen global football ties and expand international cooperation across sporting, commercial and developmental areas.

The agreement was signed in AlUla, with AlUla Club represented by its CEO Waleed Abdulrazzaq Muath, and Como 1907 represented by club president Mirwan Suwarso.

A Cross-Continental Partnership Aligned With Saudi Sports Strategy

For AlUla Club, the partnership fits within a broader framework of Saudi Arabia’s football development initiatives and the city’s push to position itself as a global sports and tourism destination under the long-term objectives of Vision 2030. The club stated that the agreement is intended to support internal reform, strengthen youth pathways, and introduce international standards across technical and commercial operations.

The collaboration includes several operational pillars:

• Exchange of sporting and technical expertise

• Joint academy development

• Cooperation in commercial and marketing initiatives

• Talent development and training camp opportunities

• Co-hosted events and knowledge-sharing programs

While these areas are typical of many cross-border partnerships, the agreement reinforces Saudi Arabia’s strategy of embedding its clubs into global football structures rather than relying solely on domestic pathways.

Como 1907’s Profile Adds International Visibility to the Agreement

Como 1907’s involvement brings a specific brand identity to the partnership — one the Italian club has leaned into heavily since its rebirth under the Djarum Group. After financial collapse and relaunch in 2017, Como climbed the ranks and returned to Serie A in 2024, leveraging a blend of local positioning, creative marketing and international investment.

With a historic home at the Giuseppe Sinigaglia Stadium and growing visibility in the luxury and lifestyle segments, Como 1907 presents itself as a club defined by resilience, modern branding and design-oriented storytelling. For AlUla Club, aligning with this model offers an opportunity to adopt elements of a more globally recognised identity.

Statements Emphasize Development and Cross-Market Ambitions

Waleed Muath of AlUla Club said the partnership “supports AlUla’s ambition to elevate its sports operations and strengthen the city’s global standing,” linking the deal directly to economic and cultural objectives, not only on-pitch performance.

Como 1907 president Mirwan Suwarso described the collaboration as a “meaningful opportunity” for bilateral development, particularly in youth structures and talent identification. Both clubs also positioned the agreement as a platform for commercial expansion, with an explicit reference to shared sponsorship opportunities and future marketing initiatives.

Why the Partnership Matters in a Wider Context AlUla Club Como 1907

From a football business perspective, the agreement continues two clear industry patterns:

1. Saudi entities forming long-term partnerships with European clubs, not limited to first-team performance but extending into marketing, academy operations, and structural development.

2. European mid-sized clubs expanding their global footprint by connecting with markets undergoing rapid sports-sector investment.

   
   

In this case, AlUla Club gains access to a European organisation with international ambitions and a distinctive brand identity, while Como 1907 gains a foothold in one of the fastest-growing sports markets worldwide.