Tatjana Haenni made history in December when she became the first woman to take the reins as chief executive of a Bundesliga side, joining RB Leipzig. In recent conversations she was asked about Union Berlin’s newly appointed head coach, Marie‑Louise Eta. Haenni’s response was succinct and confident: “She has the credentials, and the club trusts her.
That’s all that matters.” She went on to reflect on the broader significance of women breaking into senior football roles. “She may be the first, but she won’t be the last.
With me at Leipzig, Marie‑Louise in Berlin, and several other women occupying influential positions, we’re witnessing a cultural shift that will only accelerate over time.” Being the pioneer inevitably brings a flood of questions. At 59, Haenti meets these inquiries with calm resolve, insisting that gender should never be the focal point. “What truly matters is competence,” she says, pointing to her extensive leadership background that spans multiple continents and includes senior posts at UEFA, FIFA, and most recently as the chief executive of the National Women’s Soccer League (NWSL) in the United States.
Haenni argues that diversity at board level is not a token gesture but a driver of innovation. “When you only hear one perspective, you miss out on what’s happening elsewhere in the sport and the world,” she explains. “A variety of opinions fuels creativity and keeps a club ahead of the curve.” In her experience, Leipzig already embodies that openness.
“I’ve found the club to be remarkably diverse and welcoming,” she notes. Her acceptance within the organization was swift.
A phone call from Jürgen Klopp, who oversees Red Bull’s global football portfolio, was followed by a series of meetings: town‑hall sessions, breakfasts with staff, discussions with the mayor of Leipzig, local politicians, and representatives of football associations. These encounters helped Haenni understand the club’s culture and the expectations of its stakeholders. Rather than imposing a radical overhaul, Haenni emphasizes respect for existing structures and a willingness to learn.
Still, she has identified three priority areas where Leipzig can grow. “I don’t think we have fully tapped our commercial potential yet,” she says, hinting at new sponsorship opportunities, international branding initiatives, and fan‑engagement projects. The club’s ambition extends beyond becoming one of Germany’s traditional “big four.” Haenni envisions RB Leipzig as a top‑ten European contender, with a global footprint. “We have a tour of South Africa scheduled for later this year,” she reveals, underscoring the desire to raise the club’s profile far beyond Saxony.
“It’s time to expand our reach, gain recognition both nationally and internationally, and build a lasting legacy.” Leipzig’s rise has always been polarising. Critics often argue that the club’s rapid ascent, backed by Red Bull’s financial muscle, clashes with the German football ethos that values history and authenticity. Yet for a city in the former East Germany, the club offers a beacon of pride and aspiration. “There’s enormous potential to ignite passion among locals, to create a vibrant atmosphere in the stadium,” Haenni asserts.
She points out that season‑ticket prices have been frozen to encourage broader fan participation and that growing the supporter base remains a key objective. The women’s side of the organization also features in Haenni’s agenda.
She acknowledges the common criticism that women’s football is costly, but counters that prudent management can make it sustainable. “If you do it the right way, it isn’t necessarily more expensive than a mismanaged men’s program,” she remarks, while emphasizing that the women’s team will receive continued support to improve its competitiveness.
Missing out on European competition last season dealt a blow to Leipzig’s momentum. That setback is part of the reason Haenni was brought in: to steer the club back onto a winning trajectory.
“We need to revisit our DNA,” she says. “I firmly believe a club must stay true to its own philosophy. We have a reputation for developing young, talented players and selling them on for profit. That model has served us well, but we must refine it to stay ahead.” The club’s scouting and development pipeline remains central to its strategy.
While Leipzig has historically thrived by identifying promising youngsters and transferring them to richer clubs, the global market has become increasingly competitive. “Many clubs are now hunting the same talent,” Haenni notes.
“We have to become even sharper in scouting, coaching, and player development to maintain our edge.” One standout talent at the moment is Yan Diomande, a teenage winger who arrived from Leganés last summer and has already attracted interest from Premier League giants. Haenni lauds him as “one of the most exciting players in the Bundesliga.” For Leipzig, timing player sales is crucial. “When the right moment arrives, we’ll make the move,” she confirms, reminding young players that a stint at RB Leipzig can be a springboard to global stardom. However, the club’s financial health is tightly linked to Champions League participation.
Diomande, despite his brilliance, has not yet experienced European competition, a factor that could accelerate his development. Haenni warns that missing out on the Champions League would have “massive” repercussions, likely forcing the club to be more aggressive in the summer transfer market. Currently sitting third in the league, Leipzig appears poised to return to the elite echelons of European football. Haenni hopes that qualifying for the Champions League will “inject more fire into the region” and catalyze the next phase of growth.
She believes the club can expand, provided the right structures are in place. When asked whether winning the Bundesliga is a realistic goal, Haenni stops short of a definitive answer. “There are different realities, investment models, and financial capacities across clubs,” she explains. “But with the appropriate strategy, personnel, and club setup, a championship is never out of reach.” If her vision comes to fruition, Tatjana Haenni could indeed set RB Leipzig ablaze, cementing her legacy as a pioneering leader in German football.