Crux Football, the women’s soccer ownership group, has made its second investment into a European club, acquiring a stake in Sweden’s FC Rosengård.
The investment fund will take up a 49% stake in Rosengård’s women’s team, which will now be part of the consolidated company FC Rosengård Elitfotboll AB, with the club retaining 51% ownership in the company.
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Rosenåard’s associated men’s team, which plays in the country’s lower tiers, will also form a new ownership company, once again majority owned by Rosengard, with investment from Danish soccer heavyweights FC Copenhagen.
Based in Malmö, Sweden, Rosengård are the record 14-time champions of the country’s top-flight women’s league, the Damallsvenskan, most recently triumphing in 2024, and are regular competitors in UEFA European competition.
However, in the 2025 campaign, the club failed to defend their title and, in fact, only narrowly avoided relegation, finishing two-points above the relegation play-off spot.
Crux entered European soccer in October 2025, when the company acquired 100% of French top-flight side Montpellier HSC Féminines.
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By GlobalDataThe group is led by its founder and chief executive, former New Zealand international Bex Smith, who is joined by chief operating officer Ben Levin (former vice-chair of English side Crawley Town), and chief of staff Megan Hession (a global investor-operator).
On the Rosengard investment, Smith said: “FC Rosengård is one of the most important clubs in the history of women's football, built over many years by passionate players, staff, supporters and leaders on and off the pitch. At Crux Football, our aim is to stand alongside that work and help the club take its next steps – by giving the players the resources and support they need to compete with the biggest clubs in Europe.
“What we are contributing is long-term, targeted investments and modern performance infrastructure to support the club's existing strengths, so that more of these talents can stay in the region longer and return to the top. With Rosengård, we are investing long-term capital, shared expertise from our network, and a player-focused environment to help the club write its next chapter.”
Indeed, in the same statement, Rosengård stated that Crux’s involvement will include the provision of “expertise in operations, analysis and commercial activities, including a focus on player development, branding, communication and marketing, commercial partnerships and media.”
Crux’s leadership group also includes two major investors in the form of strategic director of football Ted Knutson, who founded soccer data and analytics platform StatsBomb (and previously led recruitment at English side Brentford), and marketing and commercial advisor Adrien Farina, who previously led marketing at global payments giant Visa.
Other prominent investors include 18-year Netflix veteran Cindy Holland, who leads direct-to-consumer for media heavyweight Paramount, her wife Annie Imhoff, and former US women’s national team captain Julie Foudy, all of whom are invested in US soccer side Angel City FC.
Further investment at Crux is not far away. Speaking at a press conference attended by Sportcal at the Leaders in Sport summit in October 2025, Smith said: “The third one could be potentially already summer [2026] as well. So we're looking to acquire quite quickly and expand quickly.”
Alongside France and Sweden, Smith revealed that Crux has examined the wider Scandinavian market for investment opportunities, as well as the likes of Germany, Spain, and the UK.
Crux Football is the latest women's sports-focused multi-club group, following hot on the heels of the likes of Michelle Kang's Kynsica (which owns France's Lyon and England's London City Lionesses), and Mercury 13 (Italy's Como FC and England's Bristol City).
