Aim: This case study of FC Rosengård investigates their women’s team transition from a non-profit association into a sports corporation. Through the incorporation the purpose of the study was to investigate the development of women’s football nationally and internationally. There is a perceived problem with incorporation of a sports organisation, which is based on the effect it can have on member democracy and the distance it can create between grassroot level and elite sport.

Method: A qualitative method was used by conducting four semi-structural interviews and listening to an episode of a podcast. The qualitative data was transcribed and categorised through a thematic analysis to identify patterns. New-institutional theory was used to create a better understanding of sports associations actions in relation to the environment's effect on organisations.

Result: The study showed that the incorporation of FC Rosengård was used as a survival method to be able to be an independent women’s team. Due to criticism of the incorporation process, supporters of FC Rosengård chose to end their involvement with the women's team. The reason behind was the lack of inclusion in decision-making and that the brand and identity being threatened.

Conclusion: The commercialisation of football and the development of double clubs nationally and internationally has resulted in the need for development in individual women's clubs to be able to to compete on equal terms. The incorporation of FC Rosengård’s women’s team is aimed to develop the club's sporting results and to improve financially, strategically and organisationally. Despite FC Rosengård guaranteeing that the 51%-rule is intact, supporters are critical of the incorporation's effect on members' democracy. The club is guaranteeing that the incorporation will be beneficial to the organisation as a whole. The study showed that communication is a central part of keeping the supporters' involvement in a club. Different visions about brand, culture and identity could threaten the involvement from supporters and members.