CSB PhD student Fanny Almersson traveled with Hammarby Fotboll and its partners to Manchester for a conference with the club’s sponsors. Hammarby presented its values, and Fanny delivered a talk on the importance of women’s football, emphasizing the need for a strong culture and the reallocation of resources to support women’s football. She highlighted the importance of creating a sustainable business case and achieving balanced growth between women’s and men’s football, where both can support each other’s development. She also introduced UEFA’s new initiative, “Unstoppable,” which involves a one-billion-euro investment in women’s football from 2024 to 2030.

Following the presentation, Hammarby introduced its “Samhällsmatchen” initiative, concluding the evening with a dinner for partners. On match day, the group met with supporters to rally together before the evening’s Women’s Champions League group match against Manchester City.

Despite a 2–0 loss, Hammarby made history with over 600 traveling fans, setting a new benchmark for supporter culture in women’s football.