The Soft Hooligans are a Swedish support group formed in 2017 intending to create a vibrant atmosphere at women's football matches. Founders Kajsa Aronsson and Estrid Kjellman noted the lack of enthusiasm during matches they attended. They built a Facebook group to foster a supportive environment. Their efforts have resulted in increased attendance from Swedish supporters and organized fan groups at the Women's Euros in Switzerland. The duo emphasizes their commitment to supporting not only their national team but also women's football overall, advocating for better conditions and more excitement in stadiums.
The Soft Hooligans, a Swedish supporters' group, emerged in 2017 to promote lively support and greater inclusion for women's football during the Women's Euros.
Kjellman and Aronsson described their early experiences in the stands as lonely, remarking that many times, only a few voices were cheering, leading to a lack of excitement.
With the Women's Euros now in Switzerland, both women observe a significant improvement in the atmosphere, attributing it to the increase in organized supporter groups.
The Soft Hooligans aim to foster not just support for Sweden, but also to enhance the visibility and conditions for women's football on a broader scale.
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