FC Copenhagen’s women’s football model offers blueprint for South Africa, says Pinnock

Romaney Pinnock says FC Copenhagen’s established commercial and operational structure has given the club a strong platform on which to build its women’s football programme.

Pinnock, the Danish club’s Head of Women’s Football, joined FC Copenhagen last October after spending a year in a similar position with the South African Football Association.

The South African believes the introduction of a women’s team was made considerably easier because the club already had systems and resources in place across its wider organisation.

“This is the most successful club in the country. I am fortunate to be here. It is a very well-established club, which means when they added the women’s team, there was support already.

“We have an overlapping structure. Sports is my department, but things like commercial, marketing, communication and HR are shared services and integrated across the men’s and women’s sides. We are lucky because it is such a well-established brand. Even when they launched the women’s team, it already had a huge fan base,” said Pinnock.

Speaking to SABC Sport, Pinnock described FC Copenhagen’s approach as one that supports women’s football not only on the sporting side but commercially as well. She said the club’s existing brand, fan base and shared services had helped provide a seamless transition as it expanded into the women’s game.

Pinnock has also helped former University of Cape Town goalkeeper Jessica Williams secure a move to FC Copenhagen.

Their association began several years ago, when Pinnock was involved with Badgers. Williams was given the opportunity to train with the club as part of a programme designed to offer exposure and experience, although she did not have a contract at the time.

“When I was at Badgers, we had a programme where Jess could come in and train with the club. There was no contract in place, though. She was just getting the exposure and experience.

“I have known her for years and built a solid relationship with her when she joined the University of Cape Town,” added Pinnock.

Pinnock said her long-standing knowledge of Williams’ development helped her recognise the goalkeeper’s potential. Having watched her from grassroots level and maintained a relationship with her over several years, Pinnock was able to play a role in her move to Denmark.

She also believes other South African players have the ability to establish themselves abroad, although she said a lack of available data on domestic talent remains a significant challenge.

“I think we have talent at home. The issue is collecting data on South African players – there isn’t much data.

“What made things easy for me is that I am South African and I know most of the players and have witnessed them play from grassroots. I do believe South African players have a great chance of signing abroad, but they should remain authentic and stick to their style of play. That’s what sets them apart,” she expressed.

Pinnock’s view is that South African players should not feel compelled to abandon the qualities that distinguish them. Instead, she believes they should preserve their own style while seeking opportunities to play internationally.