Crux Football expands women’s soccer portfolio as investors recognize opportunity

The GIST: Yesterday, Swedish football club FC Rosengård transferred ownership of its women’s club under a new holding, FC Rosengård Elitfotboll AB, which gives Crux Football 49% ownership. This is the second women’s football team under Crux, a multi-club ownership group investing across Europe.

• Backed by former soccer stars and industry leaders, Crux is looking to revamp women’s soccer through targeted investment. And Crux isn’t the only game in town — we’re seeing the growth of the multi-level club football model across women’s soccer with a focus in Europe thanks to Kynisca and Mercury13. Roam around the world.

The landscape: While this strategy is common in men’s soccer from conglomerates like City Football Group, Red Bull, and 777 Partners, investors in the women’s game are gaining speed. Michele Kang’s Kynisca was the first global multi-team women’s football organization to unite NWSL, Premiere Ligue, and WSL teams under the same umbrella, but it wasn’t the first with the idea.

• Mercury13 launched in 2023 to own and develop multiple clubs across key soccer markets in Europe and Latin America, pledging $100M investment across clubs. They started by acquiring FC Como Women in 2024, then acquired a majority stake in Bristol City Women in 2025.

• San Francisco–based Bay Collective — which owns NWSL’s Bay FC — plans to do the same, but hasn’t expanded just yet.

The why: The world’s most popular sport has a widespread ecosystem, with clubs big and small offering multiple entry points. Plus, soccer offers devoted fanbases at all levels, meaning it can be cheap to get in while still delivering significant ROI. Multi-level club ownership offers a unified soccer presence across markets, which can boost brand awareness for commercial partners.

• And why women’s soccer specifically? Rapid media and infrastructure investment is showing how quickly the space can scale up, with an even lower anticipated entry cost than men’s clubs at the same tier. This means a player like Crux can come in, revamp teams at scale, and reap the rewards as they build fandom across markets.

Zooming out: When gathered under one roof, clubs across leagues can share institutional resources and spread commercial opportunities. Building marketing relationships with one club could lead to relationships with more, such as longtime Olympique Lyonnais sponsor Mastercard, who recently partnered with fellow Kynisca club London City Lionesses. Priceless.