The DBU's promotion of the sport, however, was minimal, with matches only arranged sporadically, stars such as Susanne Augustesen not being called up, and the existing sponsorship deals that had driven BK Femina's success being prohibited.
[8][9] Despite the success of the Danish national team at the 2017 Euros, negotiations to replace the expiring collective bargaining agreement between the players and the DBU stumbled.
By September 2017, the negotiations had been ongoing for over nine months, with disputes particularly centered around the DBU's desire to stop classifying the women's national players as employees.
In response, DBU vice-president Kim Hallberg briefed the media against the players, stating that it was "a historically bad day for the women’s team and Danish football overall.
[12] On 18 November, the Danish women's national team was hit with a conditional penalty from UEFA, threatening them with suspension from tournaments if they failed to play a scheduled match again within the next four years.
[15] In September 2018, a pay dispute occurred between the players of the Danish men's national team and the DBU, leading to an entirely uncapped squad being named for the 2018 Slovakia v Denmark football match.