F.C. Como Women launches a Player Ambassador Program in partnership with WeAre8

Como, April 29, 2025 – F.C. Como Women is proud to announce the launch of its new Player Ambassador Program, an innovative initiative designed to strengthen relationships with sponsors and support those who drive the club's growth. 

This program selects an exclusive group of 9 players from the club’s first team who have chosen to become brand ambassadors on their social media platforms. As part of their role, these players will actively participate in promoting the values and goals of the sponsors, representing the club on digital platforms and showcasing how external collaborations drive both the team and the sports industry forward.

Brand Ambassadors: The Role and Commitment

The concept of "ambassador" in this program goes beyond being a simple public figure. The selected players not only become spokespersons for the brand, but also authentic advocates for the values that the sponsors represent. Through training provided by the Mercury/13 team, the players will receive the necessary tools to become active voices in communicating the sponsor's mission and objectives within their respective industries, understanding the importance of their role as communicators and promoters of the benefits sponsorship brings to the club.

"Our goal is to create a genuine connection between our players and our sponsors, so both parties can tangibly benefit from this collaboration. The Ambassador program allows our players to become the visible faces of the partnership, ensuring that their voices are heard by our community and beyond," explains Victoire Cogevina,Co CEO at Mercury/13.

The Importance of Sponsorship: More Than Just Money

The "Ambassador" program also has an educational component for the professional squad. It emphasizes that sponsors are a crucial part of the club’s success, not just as a source of income but as strategic partners in the team's development and long-term objectives. The players will understand that a sponsor contributes not only financially but also plays a key role in the club's growth and visibility across various sectors.

The players' commitment is clear: to offer high-quality service to the sponsors, disseminating their messages, actively participating in brand promotion, and being the primary channels for communicating the partnership's objectives effectively both on and off the field.

“Direct collaboration with brands is a valuable opportunity. Being able to closely understand certain dynamics, grow professionally alongside industry experts, and engage with new ideas is something I truly appreciate. Every time we step onto the pitch, we’re not just representing Como Women, but also the identity and values of our partners,” said Katja Schroffenegger, goalkeeper of F.C. Como Women and Ambassador.

“At Como Women, we have the unique opportunity to build authentic relationships with those who believe in our project and invest in it. This approach allows us to explore new ways of thinking and working, offering all parties involved meaningful opportunities for mutual growth,” added Dominika Conc, midfielder and fellow Ambassador.

Next Steps and Future of the Program

The Ambassador program is just the first step in strengthening the connection between the club and its sponsors, and it is expected to continue evolving over time. F.C. Como Women is committed to exploring new ways of collaboration, where players and sponsors are the key players in a win-win relationship that drives visibility and growth for both sides.