In 2017, Swedish mother-daughter duo Kajsa Aronsson and Estrid Kjellman founded the Soft Hooligans to bring energy, inclusivity, and better conditions to women’s football. Frustrated by the lack of atmosphere at the Women’s Euros in the Netherlands, they embraced the idea of being “soft hooligans” — passionate yet welcoming supporters.

Eight years on, the movement has grown, filling stands at Euro 2025 in Switzerland with chants, drums, banners, and a strong message: everyone is welcome, including families, children, and LGBTQ fans. Their massive yellow-and-blue presence has been praised by Sweden’s coach as giving the team a “home advantage” as they head into the quarter-finals against England.

For the founders, it’s about more than just Sweden’s success — it’s about inspiring a culture where women’s football is celebrated, supported, and accessible worldwide. As their banner reads: “Bringing the Gold Home.”