FC Copenhagen Women chase results to back up 'startup-like' brand in top flight

From a 5,165-strong debut to the top flight

On an August day in 2024, 5,165 fans gathered at Vanløse Idrætspark to watch FC Copenhagen (FCK) take on B73 Slagelse in their first league match. For Denmark's most successful men's club, with 16 league titles, it marked the realisation of a long-held desire to establish a women's team, created through collaboration with the existing FC Damsø and an ambitious project aimed at having a wide-reaching impact on and off the pitch.

The 26 months since have brought a whirlwind of success. The club secured back-to-back promotions to reach the A-Liga. Now they are in the top division and "playing with the big dogs", as their head of women's football, Romaney Pinnock, puts it, and they must adapt to stay there.

"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."

Building a brand with the club's backing

Having the infrastructure of the wider club behind them is a positive. FCK have drawn on their marketing and commercial expertise to build a distinct identity for the women's team, giving them a different kit, bringing in their own sponsors and establishing a unique matchday experience. Their most recent derby against Brøndby drew 8,047 to Parken, an A-Liga record.

Teething pains in a semi-professional set-up

Secure foundations take time to build. Operating in a semi-professional environment, the team's first season at the top has come with difficulties. The club parted ways with head coach Kasper Klarskov Nielsen after three matches, and they sit second from bottom after 10 fixtures. Many players continue to juggle football with work or study while adapting to the physical demands of the top flight.

"It's been tough so far," forward Maria Hovmark says. "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."

A league still establishing itself

FCK's rise is taking place in the context of a league working to establish itself. Denmark has produced highly technical players such as Pernille Harder, and the Danish Football Association (DBU) is trying to develop a stronger domestic game through greater investment, increased exposure and minimum standards, while also featuring in European competition. The champions, 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.

Pinnock, who is South African and previously was head of women's football at Bristol City, says: "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. 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?'"

A different model to Køge

FCK are operating on a different model to Køge, who have been able to invest immediately on the pitch. The club's longer-term ambition is to challenge for trophies, compete in Europe and become players in the global transfer market. They also want to develop homegrown players who see staying in Denmark as an attractive option, while bringing experienced talent such as Hovmark back home.

"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."

Wider societal impact

The wider societal impact the club can have is key for FCK. Their "Hall of Femmes" campaign with main partner Andel gives young female footballers the chance to be featured on banners at Parken and offers two annual scholarships for players aged 14-19. FCK are also testing an academy model in which girls and boys train together according to their age, ability and development needs rather than by gender.

Patience will not last forever

For now, the priority is to ensure they remain an A-Liga side. The club, however, has an eye on on-field success, and patience will not last forever. "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."