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PLAYING WELL HERE ISN'T just a philosophical choice. When you have Michael Fassbender, Adrien Brody, and Keira Knightley in the crowd — and more of their contemporaries on the way — it's a necessity. Why else would A-list actors and celebrities spend two hours of their day in a worn-down stadium when they can enjoy lakefront views right outside and savor stunning vistas of the Swiss Alps from the hilltop town next door?

Como know their audience. They've had their luggage in the display windows of luxury department store Harrods and Adidas Stan Smith sneakers customized with their branding. Como are selling themselves not just as a start-up football club but as it's very own place to be.