Tatjana Haenni, the pioneering female CEO of RB Leipzig, is determined to propel the club back to the top of German football. Appointed in December, Haenni is no stranger to breaking barriers, having become the first woman to lead a Bundesliga team.
When asked about Union Berlin's new head coach, Marie-Louise Eta, Haenni's response is straightforward: "She is qualified, and the club trusts her. That's all that matters." Haenni believes that her presence, along with other women in key roles, marks a cultural shift in the sport. "It's happening, and it will continue to happen over time," she says. As a seasoned leader with experience working across continents, Haenni is well-equipped to drive change.
Her track record includes roles at UEFA, FIFA, and the NWSL. Haenni's vision for RB Leipzig is built on diversity and innovation. "To be innovative, you need different opinions," she explains.
"If you're biased and only consider one perspective, you'll lose sight of what's happening elsewhere in the game and the world." Since joining Leipzig, Haenni has been warmly received by the club's stakeholders, including a phone call from Jurgen Klopp, the head of global soccer at Red Bull. She has also engaged in numerous meetings with employees, the mayor of Leipzig, politicians, and association representatives.
Haenni's approach is characterized by respect and a willingness to learn. Rather than imposing drastic changes, she has identified three key areas for improvement. "I don't think we've maximized our commercial potential," she notes. The club's ambition is to establish itself as one of the top four teams in Germany and among the top 10 in Europe.
To achieve this, Haenni plans to expand Leipzig's international presence. The club is scheduled to tour South Africa this year, and she believes this will help raise their global profile. "We want to grow and get more recognition nationally and internationally," she says.
However, Haenni is also aware of the need to address the club's reputation in Germany. Leipzig has long been a divisive presence in the Bundesliga, with some fans viewing the club's rapid rise as inauthentic.
Haenni acknowledges this challenge but believes that the club can win over skeptics by delivering results on the pitch. The city of Leipzig needs a successful football team, and Haenni sees an opportunity to create a vibrant atmosphere at the stadium.
Season ticket prices have been frozen, and the club is working to grow its fan base. Haenni also mentions the women's team, expressing a desire to improve their performance and challenging the perception that women's football is expensive. The club's priorities are clear, however.
Missing out on European qualification last season was a significant setback, and Haenni is determined to get Leipzig back on track. "We want to work on our DNA," she says. "We have our philosophy, and we've been a trendsetter with young, talented players. We just need to come back to being on track and doing our own thing." This approach involves developing young players and selling them to top European clubs for a profit.
Haenni acknowledges that this model is becoming increasingly challenging, as other clubs are now adopting similar strategies. "The global landscape has changed," she notes.
"We're not the only ones looking for young players. We need to get even better at it." One player who embodies this approach is Yan Diomande, a teenage winger who has been a revelation since joining the club from Leganes. Haenni describes him as one of the most amazing players in the Bundesliga, and he is likely to attract significant interest from top Premier League clubs. While Haenni confirms that Leipzig will continue to sell their most valuable assets at the right time, she also recognizes the importance of retaining top talent.
The club's model is dependent on Champions League qualification, and missing out on European football can have significant financial consequences. As it stands, RB Leipzig are third in the league and on course to return to the Champions League. Haenni hopes that securing European qualification will "put some more fire in the region" and kick-start the next phase of the club's development.
"We can grow, and we all know that we can grow," she says. While Haenni stops short of saying that winning the Bundesliga is a realistic target every season, she believes that with the right structure, strategy, and personnel, anything is possible.
"I do think that with the right setup, there's always an opportunity," she says. If Haenni can deliver on her vision, she may just ignite a footballing revolution in Leipzig.