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Football consortium Mercury/13 wants to reintroduce the world to women’s football. After acquiring Italian football club Como Women in March, the group has pledged $100 million to build a portfolio of teams around the globe to ride the surge of women’s sport. Now, Nike has joined the mission, becoming the first-ever official supplier of an independent women’s Serie A football club.
“We are true believers in the commercial power of women’s football, and FC Como Women presented a perfect opportunity to prove our model,” says Mercury/13 founder Victoire Cogevina Reynal. Founded in 2020, the Lake Como-based team was promoted into Serie A, the female Italian first division, in the 2021/22 season just a year before the league turned fully professional. The 2024/25 season, which commences on 31 August, will be FC Como’s first under the ownership of Mercury/13.
Wider publicity, uplifted by increased match day streaming and support from fans on social media, has resulted in new profits for the women’s game. The 2022/23 season for the Women’s Super League, the highest league of women’s football in England, saw a 50 per cent increase in overall revenue. Brand opportunities are rife, as UEFA, the Union of European Football Associations, estimates that women’s football in Europe could see a sixfold increase in value commercially, reaching an annual value of €686 million by 2033.
Brands have been wanting in: Marks & Spencer, the British retail giant, became the official tailor for the England senior men’s and women’s teams in 2022. The heritage brand sold their FA Womenswear collection in stores during the Women’s World Cup with the Lionesses front and centre of the campaign. The tournament also saw Martine Rose collaborate with Nike and the USA Women’s National football team, designing a tailored uniform for the athletes.
Intended to showcase the club’s new era and the growth of women’s football in Italy, Nike’s multi-year deal with FC Como is a pivotal moment for the club as the brand expands their commercial influence in the sport. During the 2023 Women’s World Cup, Nike was a familiar brand, kitting out 13 of the 32 countries competing in the highly publicised tournament, including second-place England. The American brand is also a regular sponsor in prominent European women’s leagues, having long-term deals with the likes of Paris Saint-Germain, FC Barcelona and Chelsea FC.
“We are proud of the role we have played in fostering and supporting the continued growth of the women’s game for both the elite and amateur athlete,” Jennifer Myron, VP and general manager of Nike’s EMEA women’s division, said in a statement. “One of the most exciting forces for change is the continued rise of women’s sports, and the partnership with FC Como Women solidifies our commitment to inviting more women into football.”
“Having them on board is a great sign of validation for us and the perfect kick-off to a project that will have an impact and go well beyond football,” Reynal says. Other teams in the women’s Serie A league are kitted by Adidas, Puma and Acerbis.
To celebrate the upcoming season and their new partnership with Nike, FC Como have launched a ‘We Belong Here’ campaign as they build a team focused on the bright future of the Italian league. Featuring the team’s 2024/25 home and away kits, emblazoned with the Nike logo, squad players have been photographed in the outstanding local Como landscape with their white and black jerseys in the foreground of the world-famous lake and its surrounding mountain ranges. “We wanted something that felt timeless, iconic and truly feminine,” Reynal says. “Mercury/13 was born out of a necessity to acknowledge and build for a female audience. [It] truly influenced our direction.”
The visual rebranding of the club, led by creative partner Communion Studio and unveiled in anticipation of the imminent season, seeks to create an identity for the team that appeals in a fresh way with colours purposefully drawn back — a notable step away from the intricate patterns and stripes adopted by many in football. The new club crest, inspired by the many timeless monograms found in luxury fashion, features details referencing Lake Como and the textile weaving for which the region is known.
Having worked in the luxury fashion world early in her career, Reynal’s ambition for FC Como and future club acquisitions has been inspired by her previous experience. “I’ve had the opportunity to work for some of the most talented women in fashion. They taught me that the magic always lies in the details and that breaking the rules often leads to the most creative outcomes,” she says.
Earlier this week, FC Como announced new leadership, including CEO Elena Mirandola and COO Mauro Ferrara. Ex-Chelsea forward Eniola Aluko and former Fifa chief of innovation Luis Vicente are also among the names the Mercury/13 group boasts. “We are truly rebuilding the ownership model and finding creative ways to show up for a new audience,” Reynal says.
Mercury/13 is not alone in recognising the potential of women’s football, both commercially and socially. Korean-American businesswoman and investor Michele Kang, who currently owns Washington Spirit, Olympique Lyonnais and London City Lionesses, has announced a $50 million investment to help improve the health of female athletes. In recent weeks, Kang also revealed a $4 million donation to the USA Women’s Rugby Sevens team following the Paris Olympics, which saw them come home bronze-medal winners; the USA Women’s National football team brought home the gold in their respective Olympic tournament.
As Mercury/13 heads into its inaugural sporting season, Reynal says, “we are committed to elevating this club and creating a professional environment where our players can thrive”. “There is absolutely a lot of work ahead, including partnering with other world-class organisations that are purpose-led and believe in our vision for women’s football.”
Correction: Updated to reflect that Luis Vicente is the former Fifa chief of innovation that is now employed by Mercury/13 (not Nancy Hesenly) and to remove mention of Ariana Criscnione as part of the FC Como Women leadership team. (22/08/24)
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