Estrid Kjellman and Kajsa Aronsson founded Soft Hooliganism after experiencing a dull atmosphere at the 2018 Women's Euros. The movement aims to enhance the viewing experience and has led to a 70% increase in applications for the Women's Euros among Swedish fans. As Sweden's national team remains unbeaten, fans face challenges like hooliganism and harassment, especially from England's supporters. Efforts include trials to allow alcohol in women's football stadiums, redefining the role of alcohol at these events and enhancing social interactions among attendees.
"It was just so incredibly dead," Estrid Kjellman told France24 of the 2018 Women's Euros. "We shouted sometimes, we cheered, and people looked at us as if we were completely crazy."
Thanks to the Soft Hooligans, applications for the Women's Euros are up 70% from 2022 among Swedish fans, the highest yet.
While it's not uncommon for alcohol to be banned on the actual stands at men's games, it's become increasingly evident that beer is not always a violence-enabling vice.
Currently, trials are underway at women's football stadiums in England to allow alcohol in the stands during matches.
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