The American investors in Women's Football Group (WFG) wanted to make a 25-year investment in the women's top league and the second tier league, which would give the Swedish Football Association (EFD) and the clubs in the two top women's leagues 275-300 million kronor until 2049. More than half, 150-200 million, would be invested during the first two-three years and go directly to EFD and the clubs.
In return, WFG would manage the commercial rights to the women's top league and the second tier league, and take part of the potential profit.
"The potential exists"
The Swedish Football Association voted yes to the proposal at its representative meeting on November 29, but the women's elite clubs voted no.
"Even though it didn't become a deal this time, our case shows that the potential exists. Now we will evaluate this decision, and for us as a board, today's message means that we will continue to work on more tracks to strengthen our commercial side and in the long run make Swedish women's elite football more competitive in the world", says Anders Billström in a press release.
Criticism from supporters
Already before the clubs' decision, there was criticism of the idea. The Swedish Football Supporters' Union (SFSU) has, among other things, pointed out that there is a lack of transparency regarding what the intended agreement would entail in detail and which investors are behind WFG.
"Both the investors behind WFG and the agreement's structure are shrouded in secrecy. In our contact with EFD's member associations, many representatives have said that they are unsure of what they are even supposed to take a stand on", wrote SFSU in a statement on Tuesday.
"Women's football has grown in Sweden and internationally in recent years. Selling it out at this stage risks that the long-term growth does not benefit the league itself but anonymous American investors."
In EFD's strategy, which has been in place for several years, the goal is to create an attractive player environment, promote professional and sustainable club development, and strengthen commercial growth within women's elite football, writes the elite club association in the press release.
TT has sought Anders Billström.
