Elena Mirandola [#42]: Running FC Como Women Like a Tech Startup

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


36:00 – Avoiding the Pitfalls of the Men’s Game


40:00 – Future Ambitions & Mercury13’s Multi-Club
Vision


Additional Links 


Como Women appoint new CEO and COO following Mercury/13 takeover,
plus more


Nike announces multi-year deal with FC Como Women


Women's football investors Mercury/13 'ripping up blueprint' on
club ownership


Giorgio Chiellini makes six-figure investment in women’s soccer,
inspired by watching Angel City


DAZN has partnered with F.C. Como Women to bring Exclusive
Content and Behind-the-Scenes Access


Connect with Elena on LinkedIn - Here


Connect with Andy on LinkedIn - Here