Moving the Goalposts | The day Hammarby Women took 7,000 fans to an away game – and won the league | OneFootball

Around 4pm on Saturday afternoon, the whistle blew on a dramatic final day of the 2023 Damallsvenskan season. At Nya Parken in Norrköping, thousands of exhilarated Hammarby fans surged on to the pitch. It was a moment of triumph, a scene of pure unbridled joy on the faces of the Stockholm club’s supporters as their team’s achievements sunk in. The 38-year wait for a second league title was finally over.

It was a victory that had never been guaranteed. Locked on points with fellow challengers BK Häcken, the destination of the trophy was, in the end, decided by a mere goal. Madelen Janogy’s brace on the day ensured that they kept their noses just in front, while holders Rosengård were left to settle for a spot in mid-table. It was a result that ensured that Pablo Piñones-Arce’s side completed the domestic double, having picked up the Swedish Cup back in June.

Before long the pictures of the celebrations were going viral. These are images rarely seen in the women’s game, a sport still in its infancy of building fanbases and culture. Hammarby, however, have become increasingly associated with the strong support that follows them, accompanied by drums, eye-catching tifos and high-energy singing. They have broken records on multiple occasions. 17,623 fans were at the Tele2 Arena for the Swedish Cup Final to witness their team end a 28-year run without silverware. What made Saturday’s showing more impressive was that it was travelling support. Busloads of Bajen fans, more than 7,000 of them, adorned in their traditional green and white, made the short journey south-west to lend their vociferous support to the team, the proverbial 12th player. Thousands then gathered in Stockholm’s Medborgarplatsen to welcome them home.

Hammarby’s supporter base has developed organically, built on strong links forged between the club and its fans as well as the integration of a “one club” philosophy. It began about four years ago when Hammarby fan Simon Sandström was in the stands with his daughter Isabella (then nine years old) where she inquired about the lack of backing for the women’s team.

“I was sitting with my daughter at the small arena where the ladies played all their games,” he remembers. “She also plays football and was playing for Hammarby at that time, and she was asking me, “This is boring, Daddy. No one is singing. There are no people here. Is this what I’m going to play for if I become a professional footballer?” I couldn’t say anything, and then I was like, “Let’s just change that”.

It was the catalyst that pushed Simon into action, calling his friends in the current fanbase, buying megaphones and fostering the initial stages of a culture that would only continue to grow and break attendance records over the coming years. Strong communication with the club has allowed them to collaborate, with Simon working closely with the ticketing department and using social media to spread the message.

“We have pub meetings before the games so all the fans get together at the same pub and can sit together to talk about the game,” he says. “You meet new friends, and it gets a lot easier to organise things, especially the away games. You build up a lot of new friends and a team spirit in the supporter culture too.

“I think the special thing about the Hammarby support is not the amount of people,” he continues. “It’s the atmosphere with the tifos, with the drums … You feel a lot of love and it feels unique to just be there and to see the players. They are also amazed by it … I feel like we’re doing it together and we get so much back from them too. They love it so much. I actually think that a lot of very big players may come to Hammarby because of the culture we have.”

Hammarby captain, Alice Carlsson, agrees. “It is almost becoming hard to know what to say about them,” she enthuses. “There aren’t really any words worthy enough to describe them and what they mean to us. Everything they do for us is enormous. I thought the cup final was big but this [Saturday] was something completely different. It was something I could never have pictured beforehand.

“I am very happy that I am playing for Bajen who are in the driving seat for this increase in interest,” she continues. “I really hope that the other teams can follow us and are able to play in a stadium with a great atmosphere where both sets of fans really want to win. I wish that every women’s team had a person like Simon who started all of this, a real enthusiast who lives and breathes for the club and who has played such a big part. Others have obviously helped as well but I know that it is Simon who has played a huge part.”

So, what is next for Hammarby and their growing legion of supporters? Carlsson first points to the fact that the club are outgrowing their current home stadium. “We do have a lot of people at games now and soon we won’t be able to have everyone at Kanalplan, so that is a question of development as well,” she states.

Champions League football is also on the horizon. Hammarby will have to go through qualifying to reach the Group Stage next season but the prospect of Bajen and their fans going on a European tour provides extra motivation. “I am just waiting until the whole of Europe hopefully get to experience this phenomenon and our fan culture,” Carlsson says. There is no doubt, they would be a welcome addition to a competition whose prestige is also developing across the continent.

Talking points

Emma Hayes heads to the USA: The rumours are true! Emma Hayes has been announced as the new head coach for the US Women’s National Team. The Chelsea manager will see out the rest of the season with the Blues before joining up with the UWSNT ahead of their Paris 2024 Olympic campaign. Current interim head coach Twila Kilgore will continue in her role until then and will join Hayes’ backroom staff as an assistant coach.

Final goodbyes at NWSL Championship: This weekend’s NWSL Championship between OL Reign and Gotham pulled the final curtain down on the careers Megan Rapinoe and Ali Krieger with mixed fortunes. Rapinoe suffered a cruel goodbye when she suffered a suspected torn achilles just three minutes into the showpiece event. Krieger, on the other hand, ended her illustrious playing days by lifting the coveted trophy as captain of NY/NJ Gotham. The New Jersey based team came through 2-1 winners to be crowned champions for the first time.

Hall of Fame inductees: Jill Scott, Ellen White and Anita Asante were all inducted into the Barclays WSL Hall of Fame on Monday evening. The three former England players were rewarded for their significant contribution to the sport and its growth on and off the pitch. They join a distinguished group of Emma Hayes, Rachel Yankey, Fara Williams, Karen Carney, Katie Chapman, Eni Aluko and Kelly Smith.

• This is an extract of our free weekly women’s football email, Moving the Goalposts. To subscribe to the full edition just visit this page and follow the instructions. And If you have any questions or comments about any of our newsletters please email moving.goalposts@theguardian.com.

Header image: [Photograph: Peter Sonander/SPP/Shutterstock]