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F.C. Como Women unveils new brand
Mercury/13 & F.C. Como Women Reimagine Women’s Football with New Elevated Brand Identity Targeting Female Audience
Lake Como, Italy – June 18th — Ahead of the start of the 24/25 Serie A Femminile eBay season, F.C. Como Women, Mercury/13’s inaugural portfolio club, is thrilled to unveil its new brand identity. This game-changing rebranding effort, led by Communion Studio, aims to build F.C. Como Women into the world’s preeminent Women’s Football brand with a mission to captivate and inspire a global female audience.
A New Era in Women’s Football
Building a brand that transcends football and resonates with a female audience was fundamental. Pursuing professional football as a woman is a brave, and often impossible feat, and we believe it should be a symbol of resilience and acknowledgment of ambitious women aiming to achieve in other arenas, too.
“This exciting brand unveil is in line with Mercury/13’s mission to bring football to the other half of the world,” said Victoire Cogevina Reynal, co-founder and co-CEO of the club’s parent company. “I grew up loving football, but never felt it was built for me. A century later we have finally created a brand purpose-built for us. I hope the FCCW crest becomes a global emblem representative of women achieving the unimaginable despite the odds being stacked against us. Our players are a daily reminder of this, this club is a daily reminder of this… it’s ultimately a shared feeling that transcends football”.
From its inception, Mercury/13 proposed an innovative approach that breaks all the rules of a traditional football club. The new brand identity is designed to resonate with a female audience that values gender equality, acknowledging and celebrating a world where women are empowered.
Andy Harvey, co-founder of Communion Studio: “F.C. Como Women is a project we instantly wanted to work on, the ambitions and energy to make tangible change were so clear. We embraced the challenge of intentionally expanding the audience for football in one of the most fanatical parts of the world for the men’s game by creating a brand that had crossover appeal, at home in Como, and in wardrobes of cool people following the club from anywhere.”
The New Brand Identity
“The new identity intentionally breaks from the past, allowing us to design a brand that only looks forward,” states Nancy Hensley who led the project for Mercury/13—new codes for a new chapter in the women’s game. The colors were purposefully brought back to basics, to purify and step away from the patterns and stripes that other teams often adopt.
The crest was inspired by conversations about the power of timeless monograms and symbols. Details in the design reference reflections on the lake and the textile weaving for which the region is known for.
Inspired by the storied past and iconic status of our home city of Como, F.C. Como Women stands as one of the only independent clubs in the Italian top flight. From our bold, fashion-inspired monogram to our classic block monochrome colors, our design dares to be different.
Brand Truths
The Power of Partnership
We are big believers in building partnerships where we see a natural alignment of values. As one of the only independent women’s football clubs in Italy, we represent the future and want to build on an ambitious vision that has been resonating with many potential sponsors (national and international). We have thoughtfully approached the market with a new perspective seeking founding partners, not just sponsors – structuring our commercial packages to reflect this new model.
Brands that have been a natural fit so far are predominantly in the beauty and fashion realm, a sector that has only recently seen the opportunity in women’s sports. These industries have historically served a female audience, and through this type of partnership, they see an opportunity to walk the talk by empowering women on a whole other level.
Later this summer we will be announcing our technical sponsor and several other partners that have already committed to the club, in search of a brighter, better future.
To our fans, old and new
Starting this month, fans will encounter a new website and redesigned social media channels that reflect this new identity. For more information, please visit our website at www.comowomen.it or contact us at press@mercury13.com
Assets: https://drive.google.com/drive/u/0/folders/1Pl3MVxLbWxQml-re7dqQVJxB8bzJgL1J
Press Inquiries
Alejandra S Depalma
Alejandra@mercury13.com
+1 305 7331313
MERCURY/13 unveils first portfolio club
Mercury/13 unveils first portfolio club in Europe: Como Women from Serie A Femminile
Lake Como, Italy – March 4th — In a landmark deal, Mercury/13 are proud to announce the acquisition of a controlling stake in FC Como Women, a professional women’s football club competing in Italy’s Serie A Femminile eBay. This groundbreaking development signifies Mercury/13’s inaugural portfolio club, and an important step in our vision to redefine football club ownership by embracing a massive yet overlooked audience: women.
Under the leadership of Mercury/13, FC Como Women aims to propel itself to global recognition in women’s football as it enters an exciting new chapter. The club’s remarkable ascent from Serie C to the pinnacle of Italian professional women’s football is a testament to the work of the club’s existing owners and validation for the viability of independent women clubs in Europe.
Stefano Verga, who has led FC Como Women since the team’s inception, will remain as club President and shareholder, alongside pre-existing owners Simone Verga, Manuela Colombo, and Cristian Larghi. Mercury/13’s co-founders and co-CEOs, Victoire Cogevina Reynal and Mario Malave, will join the club’s board of directors, alongside Mr. Verga.
“For years, I’ve dreamed of this club having what it truly deserves. Since I met Victoire and Mario, I’ve been fascinated by their vision and determination they have to transform women’s football. It has brought me great joy and pride that a group with the calibre of talent of Mercury/13’s has chosen us as their first investment. For many years, I’ve held this dream in my mind, and I see in this project the opportunity for us all to come together and take the team to the top of European football. I’m excited to welcome them in Como and I anticipate great things from this partnership,” said Stefano Verga.
The club will continue operating from its current facility, and remain deeply rooted within the local communities of Seregno, Cislago, and Como. Comprising a roster of talented young and seasoned players, the team rivals against renowned clubs such as AC Milan, Juventus, and AS Roma in the Italian championship, with the aspiration to continue improving with each new season.
Italy’s illustrious football heritage and vast potential for women’s football development, as well as the iconic location of the club presents a compelling opportunity. Through close collaboration with the club’s staff and sporting personnel, Mercury/13 aims to help transform Como Women into one of Europe’s foremost clubs, providing a nurturing environment for players to flourish in their careers on and off the pitch.
“We’re thrilled by the opportunity to take this club to the next level, and we’re looking forward to embed ourselves into the local community and build the next chapter of this club with them, the new fans, and the millions of international tourists that visit Lake Como every year. All of them will have a new reason to come and visit this top European destination: watch and support women playing football at the highest level, ” said Victoire Cogevina Reynal.
Central to this vision is the pursuit of strategic commercial partnerships that recognize the pivotal role of women’s football in advancing gender equality on a global scale, with the intention of welcoming the other half of the globe into a sport that often excludes them.
“Through innovative partnerships with forward looking sponsors, we are determined to transform Como Women into a symbol of empowerment and celebration of women in Italy and beyond. Through football we are confident we can become a paradigm of success and an important example of what happens when society gives women the place and the opportunities they deserve.” said Ms. Cogevina Reynal, also known for her activism with the United Nations and several non-profits in the gender equality fight.
“When we first met Mr. Verga, now our partner, we were immediately inspired by his journey and by his ambition to take the club to new heights” said Mario Malavé. “We’ve been impressed with the calibre of talent here (on and off the pitch) and we’re very energised to contribute to the growth of women’s football in Italy. This club has been built with the support of incredible local partners who have backed the team and helped it get to where it is today. We’re invigorated to extend our partnerships with them in this next chapter of growth” said Mario Malave.
Mercury/13 wishes to recognise the dedication and professionalism of Deloitte and Sidley Austin LLP who both served as legal counsel in this historic transaction.
Press Inquiries
Alejandra S Depalma
Alejandra@mercury13.com
+1 305 7331313
MERCURY/13 ANNOUNCES NEW EXECUTIVE TEAM FOR F.C. COMO WOMEN
Elena Mirandola and Mauro Ferrara appointed new CEO and COO
COMO, August 19, 2024 – F.C. Como Women is pleased to announce the appointment of its new executive team, effective August 19. This change is part of Mercury/13’s strategy and reflects our commitment to bringing innovative talent into the sports, commercial, and digital media sectors, incorporating high-profile professionals with fresh perspectives and proven expertise.
Elena Mirandola, CEO of F.C. Como Women
Elena Mirandola joins F.C. Como Women as CEO, bringing a distinctive background in digital media, marketing, and technology. Recognized internationally as a leader in her field, she comes to Como after serving as Managing Director at Alkemy SpA since 2021. Born in Padua, Italy, she has developed her career across Italy, the UK, the UAE, Malaysia, and Singapore, managing teams comprising 15 nationalities and building international squads of media and data experts from diverse cultural backgrounds. She has worked on digital transformation projects for major brands like Emirates, Avis, and Nike, and has held significant roles at Artefact and Expedia Group. Nominated InspiringFifty in 2021, Elena is active in women’s empowerment and gender parity with European Women On Board (EWOB).
“I’m inspired by Mercury/13’s vision for women’s football,” said the new CEO. “I’m excited to combine my commercial and marketing experience with my passion for sports. Our goal is to establish F.C. Como Women as a profitable and high-level organisation, while making a significant social impact by demonstrating that a women’s team can thrive independently. I aim to contribute to the growth of women’s sports and empower future generations.”
Mauro Ferrara, COO of F.C. Como Women
With solid managerial experience in event operations and security management for sports events, Mauro Ferrara takes on the role of COO at F.C. Como Women. Starting his career in 2000 with F.C. Internazionale, he held operational roles at San Siro Stadium, eventually becoming a safety delegate and event manager. Since 2014, he has managed the Club’s sports facilities and coordinated operational aspects across various sites. In 2018, he was Sport Facilities Director for A.C. Milan, managing daily operations and infrastructure renovations. From 2019 to present, he has held leadership roles at Spezia Calcio, GIS-srl, and EMG.
“Today, football has a predominantly male perspective,” said Mauro Ferrara. “Our task is to find new tools and methodologies that align with the physiology of women’s football, allowing maximum expression of the passion and strength that women bring.”
Vision and Goals
The shared goal is to elevate women’s football, specifically F.C. Como Women, to a fully independent business status, demonstrating that a women’s team can be self-sustaining without relying on the men’s team. Commercially, the aim is to identify sponsors and partners who align with the project’s values and are willing to contribute to its success.
Words from Mercury/13
“Our top priority since Como Women became our inaugural club has been to find exceptional leaders to help build this club into one of Italy’s leading women’s football teams,” said Co-CEO & Co-Founder Mario Malavè, who handled the selection process. “We proudly conducted an open process and were truly honoured by the quality and diversity of the candidates. I’m thrilled to have Elena and Mauro with us on this ambitious mission.”
About Elena: “I’m excited to have Elena lead Como Women into this new phase of growth. Elena has had a remarkable and global career in digital and media sectors, consistently building high-performing teams wherever she has been. She has extensive experience leading marketing and media strategies for some of the most innovative brands in the world, and we look forward to seeing how she will bring these skills to women’s football.”
About Mauro: “With over 20 years of leadership experience at some of the most renowned Serie A clubs, Mauro’s operational excellence will help us further elevate and professionalise everything we do as a club. We are fortunate to have him and look forward to seeing him work closely with Elena in the years ahead.”
The American apparel company is the first official supplier sponsor for a women’s football club in Italy’s Serie A
F.C. Como Women presents 24/25 Season Home and Away Kits in the ‘We Belong Here’ Campaign, Capturing Players at Iconic Lake Como Scenes
Nike becomes the first-ever official supplier for an independent women’s football club in Serie A Femminile eBay, celebrating a pivotal moment for F.C. Como Women and Women’s Football in Italy.
As part of this partnership announcement, F.C. Como Women launched the campaign “We Belong Here.” It speaks to where the club comes from, what it means to its fans, and advocates for its performance on the pitch. The new campaign features the 24/25 squad in the F.C. Como Women 24/25 Home and Away monochrome kits, a vital element of the club’s recent rebranding initiative launched in early July. The Nike kit showcases the team’s connection to Lake Como with stunning local landscapes.
Renowned sports, fashion, and lifestyle photographer Alessandro Simonetti photographed the players. Simonetti has garnered international acclaim through his self-published works, including Diesel, Pirelli, Ducati, Rapha, C.P. Company, and Coach, among others.
“Despite coming from a photojournalistic background, his method and shooting style
is often from a fine art perspective, with a specific creative vision and outcome as
opposed to a mere visual account of the event(s) taking place. Renowned for gritty and
intense yet distinctively stylized photographs, which are often shot in black and white,
one of Simonetti’s main aims is to create timeless images, with the underlying philosophy
of finding beauty in the unfamiliar.” – Dazed&Confused
Mercury/13 announced its acquisition of a controlling stake in F.C. Como Women in March. The immediate priority was to secure a technical sponsor. Nike emerged as the preferred partner due to their alignment with the values and vision for the future of women’s football. This partnership marks a significant milestone for the club.
“It is a great pleasure to announce this historic alliance between Nike and F.C. Como Women. The last few months have been the most exciting of my career as we crafted a partnership with them. Their commitment to the women’s game is energizing. Ultimately, we see the world in the same way, and there is nothing more powerful than to work alongside those who have a big vision of the future.” said Victoire Cogevina Reynal, Co-CEO and Co-Founder of Mercury/13 and the representative of the negotiations on behalf of FCCW.
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