Newly promoted Italian Serie A soccer side Como 1907 has announced ride-sharing and taxi company Uber as its new front-of-shirt sponsor in a three-year deal.

Beginning with the upcoming 2024-25 season, Uber branding will appear on the front of all home, away, and third kits for the Como men’s first team.

Uber replaces streaming service Mola, which is owned by Como’s Djarum Group owners.

As the official mobility partner of the club, Uber will also collaborate with Como on a series of community-focused initiatives around the region.

Como is Uber’s first front-of-shirt soccer sponsorship in Italy, and a representative of the club’s ownership, Mirwan Suwarso, stated of the new deal: “It’s great that a global brand like Uber has chosen us for its first [front-of-shirt] sports sponsorship in Italy.

“The plan is for this not to just be a branding exercise but a catalyst for a business partnership that will benefit the local community.”

This represents the second major commercial deal struck by Como this week after unveiling German sportswear giant adidas as its new kit supplier.

Como is a new entry for the Italian top-flight in 2024-25, having last appeared in the division in the 2002-03 season, and now boasts a high-profile new ownership group with soccer legends such as Thierry Henry and Cesc Fabregas serving as minority shareholders.

Uber has previously partnered with Italian soccer side AS Roma, serving as the team's mobility partner in the 2017-18 season, while its Uber Eats service also partnered Roma in the 2021-22 season.

The company has a strong presence in global soccer, particularly in Europe, with the Uber Eats brand recently sponsoring French giant Olympique Marseille from 2019 through the end of the 2023-24 season, and holds further associations across the globe with Mexico’s Liga MX, Ghana’s FA governing body, and France's FFF governing body.