Importance Score: 55 / 100 🔵
Swedish Football Fans Gear Up for Women’s European Championship
As the Women’s European Championship approaches, Swedish football fans, distinguished by their vibrant presence, are preparing to support their team in Switzerland. The Soft Hooligans, a dedicated supporter group, are at the forefront, navigating logistical challenges to ensure a memorable tournament experience. “A major concern was how the ‘f’ we were going to get all our stuff down there,” shares Caroline Gunnarsson, a Soft Hooligans member, as she prepares to drive the group’s campervan, brimming with drums, megaphones, banners, and flags, to Geneva.
The Genesis of Soft Hooligans
Inspiring a New Era of Fan Support
Soft Hooligans originated in 2017 after Estrid Kjellman attended the Euros in the Netherlands. Impressed by the fervor of Dutch supporters but noting a general lack of atmosphere, Kjellman, accustomed to the lively atmosphere at men’s games in Sweden, sought to transform the fan experience for women’s football.
“I felt really strongly that I wanted it to be just as fun to watch women’s football as it was to watch the Herrallsvenskan [the Swedish men’s top division],” Estrid explains. “It was incredibly quiet [at Sweden games at the 2017 Euros] although we’ve got a national team that competes for and wins medals at practically every tournament.”
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Building a Community of Passionate Supporters
From Facebook Group to Stadium Stands
Upon returning to Stockholm, Estrid established a Facebook group to unite fans of the women’s national team. Soon, she, her mother Kajsa Aronsson, and her sister Miriam Kjellman were leading the charge at matches with megaphones and banners, drawing increasing numbers to the standing sections.
Emma Holmqvist, a member of the now 5,000+ strong Facebook group, emphasizes the sense of camaraderie: “We’re not connected by formal structure but by the fact that we genuinely enjoy each other’s company.” Holmqvist anticipates her nine-year-old daughter Klara’s inaugural experience following Sweden at a major tournament in Switzerland.
A Generational Affair
Family Traditions and Inflatable Bananas
For the Svensson family, support for the women’s national team spans generations. Kerstin, Sven-Åke Svensson’s mother, sews flags at her kitchen table, distributing them to fellow supporters at games. “So far every flag has been returned every time,” Svensson remarks.
His brother, Per-Arne, is known for bringing a giant inflatable banana to Sweden Women games, and he intends to bring three to Switzerland, including backups. Sven-Åke’s daughter will also be attending her first tournament, a testament to the enduring dedication within the Svensson lineage for women’s soccer.
Tifos and Teamwork
Creating Visual Spectacles in the Stands
Soft Hooligans are renowned for their elaborate tifos at games and plan to continue this tradition at the Euros, despite the inherent challenges. “We’re always really nervous – how steep are the stands? How many fans will be able to help? Have we calculated the section width correctly?” Kjellman elaborates.
Remembering a Legend: The Caroline Seger Tifo
Their most ambitious project to date was a 360 square-metre display honoring Caroline Seger, featuring her portrait and the words “Forever our captain.” This tribute, unveiled at Seger’s farewell ceremony before Sweden’s match against Serbia, capped off her impressive 240 international appearances. The project required around 170 hours, with a team of 10 painters working in shifts over two days.
Repurposing and Playful Banter
Post-match, the tifo was repurposed into new banners. One banner featured at a recent Sweden-Denmark game, displaying the phrase “Pernille tar disken” – “Pernille does the dishes,” referencing the playful rivalry between Swedish centre-back Magdalena Eriksson and her fiancée, Danish striker Pernille Harder.
Collaboration with the Swedish Football Federation
Support and Logistics
Soft Hooligans enjoys a positive rapport with the Swedish Football Federation. Designated liaison officers assist the group with logistical matters, including submitting banners for Uefa approval and arranging transportation for tifos and flags. The federation also provides financial support for banners and aids in scouting suitable pre-match gathering spots.
- Submitting banners for approval
- Arranging transportation
- Financial support for banners
- Scouting gathering spots
“At the meet-up you get a chance to chat and connect,” says Svensson. “Then you go out singing in the march [to the stadium], showing the city that you’re coming. At the game it’s all about making noise and focusing on the game.”
Growing Stronger
Embracing a New Era of Supporter Culture
Despite facing online mockery after the recent World Cup for its unique approach to supporter culture, Soft Hooligans has continued to thrive. “I think it can often be provocative when a group chooses to do something in a new way,” says Holmqvist. Ticket applications from Swedish fans for the Euros have surged by 70% compared to the 2022 tournament, with an average of 1,700 tickets requested for group-stage matches alone.
“It feels more like a big group of friends,” Holmqvist concludes. “And the group just keeps growing.”