Brioni taps Serie A visibility with Como 1907 to accelerate mens revival
Bottom Line Impact
If effectively activated, the partnership should lift Italy and EMEA DTC revenue and MTM mix, improve gross margin via higher full-price sell-through, and strengthen Brioni's top-of-mind status in luxury tailoring, enhancing Kering's mens category positioning.
Key Facts
4- Scope and timing: Brioni will dress Como 1907 players for official appearances for the 2025 to 2026 Serie A season, expected Aug 2025 to May 2026 across 38 league matchweeks plus domestic cup dates
- Club trajectory: Como 1907 was promoted to Serie A in 2024, materially increasing national broadcast and media exposure versus prior seasons
- Brand context: Brioni was founded in 1945 and acquired by Kering in 2011; Kering highlighted Brioni's improved performance and category evolution beyond suiting in its latest half-year update
- Activation roadmap: Partnership launches with formal suiting only at outset, with a series of special initiatives planned across the season per Brioni
Time Horizons
Key Roles Affected
Executive Summary
Brioni, owned by Kering, will outfit Como 1907 for official appearances through the 2025 to 2026 Serie A season, leveraging sport adjacency to amplify its ongoing brand revival beyond traditional suiting. The tie-up provides frequent, high-visibility touchpoints to younger male audiences, creating a platform for capsule drops, MTM clienteling, and performance marketing aligned to matchweek rhythms.
Actionable Insights
Immediate Actions (Next 30-90 days)
Set a clear ROI framework with phased gates for renewal, tying media value, new-to-brand customer count, and MTM uplift to decision points in Jan and May 2026
Rationale: A structured milestone plan de-risks spend and ensures the partnership scales only if it drives profitable client acquisition and suiting halo effects
Role affected:CEO Brioni
Urgency level:immediate
Ringfence a performance marketing budget with dynamic reallocation toward geos showing outsized uplift and set a cost per new client ceiling for the program
Rationale: Maintains capital discipline and enables rapid redeployment toward channels or markets where conversion and LTV justify spend
Role affected:CFO Kering
Urgency level:immediate
Short-term Actions (6-12 months)
Launch athlete-led content and clienteling activations on matchweeks 10 to 20, coupled with a limited travelwear capsule drop aligned to a marquee home fixture
Rationale: Synchronizing content and product to predictable attention spikes can lift branded search and DTC sales while testing category adjacency beyond suiting
Role affected:CMO Brioni
Urgency level:short-term
Expand MTM appointment capacity in Milan and Como on Fridays to Mondays and introduce fast-track alterations for team and VIP clients
Rationale: Operational alignment to fixture cadence can raise appointment conversion and shorten time to wear, improving client satisfaction and repeat rates
Role affected:Retail and MTM Director Brioni
Urgency level:short-term
Risks & Opportunities
Primary Risks
- Brand dilution or negative halo if on or off field controversies arise
- ROI shortfall if activations remain limited to suiting visibility without product and retail tie-ins
- Operational strain in ateliers and supply chain if demand spikes are not forecast and staffed
Primary Opportunities
- Acquire younger male clients through sustained, high-frequency exposure and athlete advocacy
- Reposition Brioni beyond suiting via travelwear and knitwear capsules validated by matchday demand
- Strengthen wholesale leverage in Italy and EMEA with exclusive drops tied to key fixtures