On today’s episode, I’m joined by Elena Mirandola, CEO of FC Como Women — the first club to be backed by Mercury13, a pioneering women’s football consortium with bold ambitions to build a global multi-club network and unlock the commercial potential of the women's game.
Elena’s path to becoming a football club CEO is anything but conventional. Her career began in digital marketing, working with global powerhouse brands before moving to work directly with travel platform Expedia just as the pandemic struck.
In our conversation, we explore the unique business model of FC Como Women, from its approach to branding and operating like a tech start-up to its success in attracting blue-chip sponsors like Nike. We also discuss the unique opportunities and challenges of running a women-only football club — one of only two to do so in Italy’s top flight.
Time Stamps
3:00 – Elena’s Unconventional Path to CEO
7:00 – Addressing Gender Disparity
10:00 – Reframing the Women’s Football 'Product'
12:00 – Overcoming Infrastructure Challenges
14:00 – Speaking to a Global Audience
17:00 – BEYOND: Launching an Educational Program for their Players
18:00 – Understanding the Modern Female Fan
20:00 – Building Partnerships with Global Brands
21:00 – Merchandising & Nike Partnership
27:00 – Adopting a Female-First Approach
30:00 – Building a Fan Database from Scratch
32:00 – Empowering Female Athletes as Content Creators
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