Como commercial chief Shelton promoted to Sent role
Como 1907 chief revenue officer Ryan Shelton has been appointed chief business officer of Sent Entertainment, expanding his remit from the Serie A club to the owner’s wider sport, media and consumer operations.
Shelton will oversee business development across Sent’s portfolio while continuing to support Como’s commercial strategy. The London-based company acquired the club in 2019 and forms part of the Indonesian Hartono family’s business interests.His promotion follows a period of rapid commercial growth at Como, where annual revenue under his remit has increased from below €2m to almost €50m.Shelton joined the club in 2023 as head of revenue, sales and operations before becoming chief revenue officer. His work has covered sponsorship, ticketing, hospitality, retail, digital products and international expansion.The wider role reflects Sent’s ambition to develop Como beyond a conventional football club and use the team as the centre of an integrated sport, tourism, hospitality, media and lifestyle business.Como have sought to connect the club with the global profile of Lake Como, creating commercial products aimed at international visitors alongside their traditional local supporter offer.That strategy has included premium matchday experiences, travel packages, fashion and merchandise collections, digital content and partnerships spanning technology, entertainment and consumer brands.Sent also operates activities linked to the club’s academy, property, retail, media and travel businesses. Shelton will be responsible for increasing coordination across those areas and identifying further revenue opportunities beyond matchdays.The group’s approach is intended to reduce reliance on sporting performance and central broadcast distributions by generating income from year-round engagement with the Como brand and destination.Como’s return to Serie A in 2024 accelerated that process by increasing international visibility and giving the commercial team access to larger sponsorship and media opportunities.The club have since expanded their presence in gaming, digital entertainment and venture investment while working with Roc Nation Sports International to develop connections across music, fashion and the US market.Infrastructure will remain another important part of Sent’s growth plans. Como are pursuing the redevelopment of the municipally owned Stadio Giuseppe Sinigaglia, with proposals including a venue of more than 15,000 seats and wider improvements to the surrounding area.A modernised stadium would give the club greater hospitality, retail and event capacity, although the project remains dependent on approvals and cooperation with the City of Como.Shelton’s appointment indicates that the ownership group plans to apply the commercial model developed at the football club across a broader Sent Entertainment structure.Como will now need to maintain their recent revenue growth while ensuring that expansion into tourism, media and lifestyle products remains connected to the club’s local identity and football operations.