PureSENT strengthens global football collaboration at Business on the Lake Summit
At Business on the Lake, a 2-day innovation and business summit organized by Como 1907, football executives, industry leaders, brands, investors and innovators came together to discuss how technology and new business models are reshaping the sports industry. As a joint venture partner of Como 1907, Pure Sports participated in the event.
Held late July at Villa Gallia on Lake Como, the summit focused on the business and technological forces transforming modern football, with discussions around artificial intelligence, data and audience intelligence, fan engagement, investments and private equity, commercial growth, and new business opportunities.
The first day focused particularly on how modern football clubs are being built, while the second looked more closely at the financial and commercial implications of success, including what happens when a club moves into European competition. The event was held on the sidelines of the Como Cup.
Alongside providing a platform for learning and discussions around these topics, the summit provided avenues for fostering new relationships across clubs, technology partners, and sports organizations.
The summit attracted representatives from a wide range of football organizations and businesses. Speakers and participants included figures associated with Newcastle United, Villarreal, Borussia Dortmund, West Ham United, Crystal Palace, RC Lens, AlUla and Famalicão, alongside companies such as Revolut and LVMH.
PureSENT, a sports joint venture launched in October 2025 by Pure Sports and SENT (the owner of Como 1907), played a facilitating and knowledge role during the event. PURE SENT has as its mission to connect clubs, talent and global expertise to help football organizations unlock sustainable success on and beyond the pitch.
“Through initiatives like the Business on the Lake Summit, PureSENT remains committed to creating meaningful connections that transform ambition into opportunity and advance the game beyond the game,” said Pure Sports about its participation.
From a Middle East perspective, representatives from AlUla also took part in the event, reflecting the growing collaboration between Saudi football and international stakeholders. AlUla is an ambitious Saudi club that has risen rapidly through the football pyramid since coming under the ownership of the Royal Commission for AlUla around three years ago.
