FC Copenhagen Women’s 'startup-like' identity faces A-Liga challenges

On an August day in 2024, 5,165 fans gathered at Vanløse Idrætspark to watch FC Copenhagen Women face B73 Slagelse in the club’s first league match, and more than two years and back-to-back promotions later the team have reached Denmark’s A-Liga but are struggling for results.

For Denmark’s most successful men’s club, which has 16 league titles, the women’s project was created through collaboration with FC Damsø as an ambitious initiative intended to have wide-reaching impact on and off the pitch; Romaney Pinnock, the head of women’s football, said: “The plan was always to get here as soon as possible,” Pinnock says, “with a bit of breathing space in case that didn’t happen … Now we have to figure out how to establish ourselves. I think the massive opportunity here is to join something so new but under the umbrella of a very established strong brand and club. It feels as if it’s startup-like but there’s a nice safety net.”

FCK have used the club’s marketing and commercial infrastructure to create a distinct identity for the women’s team, with a different kit, their own sponsors and a bespoke matchday experience drawing large crowds such as an A-Liga record 8,047 at Parken for the derby with Brøndby.

On the field, operating in a semi-professional environment has produced early difficulties: the club parted ways with head coach Kasper Klarskov Nielsen after three matches and sit second from bottom after 10 fixtures. Many players continue to combine football with work or study while adjusting to the physical demands of the top flight. Forward Maria Hovmark said: “It’s been tough so far. It’s our first year in the league and we have to get used to that. Around 80-90% of the girls have never played in the top league so it’s a challenge … It’s also a huge challenge for the club because they’ve never been through this as well. It’s a chance for all of us and we’re slowly getting there.”

The Danish Football Association is attempting to strengthen the domestic game through greater investment, increased exposure and the establishment of minimum standards while clubs also participate in European competition, with the country producing players such as Pernille Harder. HB Køge have returned to the main Champions League for the first time since 2022 and Brøndby will be involved in the Europa Cup last 16, illustrating differing trajectories among domestic sides.

Pinnock, who is South African and was previously head of women’s football at Bristol City, framed the domestic landscape as uneven: “I expected more of an egalitarian setup because of the politics of Denmark and what I’ve found is actually women’s football is still at the early stages of a journey,” says Pinnock. “There are a few clubs who are really pushing the envelope but the majority need to lift their game. That is also an opportunity. It’s exciting to see how we can look to our neighbours and say: ‘How are they doing it?’”

FCK’s model and ambitions contrast with clubs able to invest immediately on the pitch; the club aims to challenge for trophies, compete in Europe, become players in the global transfer market, develop homegrown talent and attract experienced players such as Hovmark back to Denmark. Hovmark emphasised the changing environment: “The league is going more professional in terms of some teams being more full-time now,” Hovmark says. “It is getting more serious and I think that attracts people. That also brings the level higher.”

Beyond the first team, FCK are pursuing community and development initiatives, including a “Hall of Femmes” campaign with main partner Andel that features young female footballers on banners at Parken and provides two annual scholarships for players aged 14-19, and an academy pilot where girls and boys train together according to age, ability and development needs rather than by gender.

The immediate priority for the club remains retaining A-Liga status, and Pinnock set a limited window for tolerance: “We’re going to get a grace period of two or three seasons,” Pinnock says. “Then we’ve really got to embrace the FCK model, which is that we’ve got to be winners and we’ve got to head for the top.”