When Manchester City host Hammarby in the Women’s Champions League on Tuesday, fans at the Joie Stadium might be in for a surprise.
Whether playing at their modest Kanalplan stadium in Stockholm’s Södermalm district, the 28,000-capacity Tele2 Arena, across Sweden, or even abroad, Hammarby receives fan support that’s rarely seen in women’s football.
Their recent 9-0 loss to Barcelona grabbed headlines, but it was the photos and videos of Hammarby’s passionate traveling fans that caught social media’s attention.
Around 350 “Bajen” supporters—Hammarby’s fanbase nickname—filled a corner of the Estadi Johan Cruyff, creating green-and-white choreography and out-singing the home crowd for the entire game.
Approximately 400 away fans are expected in Manchester.
'Let's change that'
Hammarby supporters are shaping what the future of women’s football fandom could look like, but it wasn’t always this way. The movement began about a decade ago when Hammarby fan Ulf Stenback and a group of friends founded the Bajens Tjejtjusare group, aiming to give the women’s team the same vocal backing enjoyed by the men's team.
“In the beginning, it was mostly the social aspect that drew us to the matches, just like with other sections of the club such as handball or hockey,” Hammarby fan Daniel Hommrich told BBC Sport. However, things took off when Simon Sandstrom became involved.
Sandstrom, a former capo—someone who leads chants in ultras groups—was at a women’s match with his young daughter when she turned to him with a sad look and asked, “Dad, why isn’t anyone singing? Why aren’t there any drums? This is boring.”
“I felt sad for her and answered without really thinking, ‘well, let’s change that,’” Sandstrom recalls.
Sandstrom went on to form the Bajenkompaniet, a supporters' group dedicated to the women’s team. At the next home match, he jumped onto the fence around the pitch and led his new group, which included old-timers like Stenback and former ultras. "We sang the entire game, and after that, more and more people joined. Every game, new fans came," Sandstrom remembers.
The movement gained momentum, and soon Sandstrom was hosting pre-match pub meetings and organizing trips to away games. Two fans created a group dedicated to producing 'tifos', the large choreographed displays fans hold up before kick-off. Such displays had never been seen in women’s football before.
"I can't find words to describe how crucial that was for developing Hammarby’s supporter culture and increasing attendance at the women’s games. The tifos have been seen worldwide," Sandstrom says.
Over the years, attendance numbers soared. A landmark moment came in October 2021, when more than 18,500 fans watched Hammarby beat local rivals AIK at Tele2 Arena, shared by the Hammarby and Djurgardens men's teams. In June 2023, 17,623 fans attended the Swedish Cup final, witnessing Hammarby end a 28-year trophy drought.
On the final day of last season, more than 7,000 fans made the 300km round trip to watch Hammarby defeat IFK Norrköping 2-0, clinching their second Damallsvenskan title and securing a spot in the Champions League for the first time. That evening, thousands celebrated the historic achievement at Stockholm’s Medborgarplatsen.
'One-club' philosophy'
The growth of support for Hammarby’s women’s team has been organic, driven by community building and collaboration on an impressive scale. While the fans have organized independently, funding their own choreographies, banners, and pyro displays, the club’s 'one-club' philosophy has certainly played a role.
Sharing social media accounts for both the men’s and women’s teams has expanded the reach of the women’s team, while many of the club’s sponsors support both sides. Close collaboration with the club’s support liaison officer and ticketing manager has also been key in growing the supporter base. Referring to the team simply as "Hammarby," rather than "Hammarby women," sends a powerful message of equality and respect.
“I think in recent years the club has demonstrated that it’s a genuine philosophy. There’s real pride in the team and its development,” says Hommrich.
Hammarby on European tour
While Hammarby fell short in defending their league title this season, they are embarking on an exciting new journey in European football.
A record-breaking crowd of 12,062 watched Martin Sjögren’s side suffer a 2-1 loss at home in the first leg of their Women’s Champions League play-off against Benfica, who reached the quarter-finals last season.
A week later in Lisbon, Cathinka Tandberg’s 95th-minute goal secured a 3-2 aggregate victory, earning Hammarby a spot in the group stage for the first time.
Ahead of their group-stage debut—a 2-0 win against Austrian side St. Pölten at the Tele2 Arena—the players were greeted by a massive tifo, featuring captain Alice Carlsson planting a Hammarby flag at the center of a map of Europe.
More than 14,000 tickets have been sold for their upcoming home games against Manchester City and Barcelona.
"The support we receive from the stands is unique," midfielder Julie Blakstad said before their trip to Barcelona. "It really motivates us, especially knowing so many fans travel to support us."
Ultimately, that’s what it’s all about. What Sandstrom, Hommrich, and thousands of other Hammarby fans are doing is part of the ongoing fight for gender equality in a space that still needs significant progress.
“I have three daughters—I want them to have the same dreams as the boys,” says Sandstrom.
“My heart burns for equality in football. I want women’s teams to play for the same crowds, and I want to see big, singing stands with capos, drums, and massive tifos. In Hammarby, female players are already living that dream.”