Tatjana Haenni, who made history as the first woman to helm a Bundesliga team when she took the reins at RB Leipzig in December, is fielding questions about Union Berlin's newly appointed head coach, Marie-Louise Eta. "Her qualifications and the trust of the club are what truly matter," Haenni asserts.
"As a trailblazer, she won't be the last. With myself at RB Leipzig, Marie-Louise in Berlin, and other women in pivotal roles, a cultural shift is underway.
Over time, this will become the norm." At 59, Haenni has grown accustomed to the scrutiny. She responds with patience and conviction: "The focus should be on competence, not gender." Haenni's impressive leadership background, which spans continents and includes roles at UEFA, FIFA, and the NWSL, makes a compelling case for diversity in the boardroom. "Innovation thrives on diverse perspectives," she argues. "When you're biased towards a single viewpoint, you risk losing sight of the broader landscape in both the sport and the world." Haenni, however, praises Leipzig for its openness and diversity.
"I've found the club to be very welcoming and receptive to new ideas." Following her appointment, Haenni received a warm welcome from Jurgen Klopp, the global soccer head at Red Bull, and engaged in numerous meetings with employees, local officials, and association representatives. "It's essential to approach this role with respect and a willingness to learn, rather than imposing radical changes," Haenni emphasizes. Nonetheless, she has identified key areas for improvement.
"We haven't fully tapped into our commercial potential." The club's ambition under Haenni's leadership is not only to solidify its position among Germany's top four teams but also to break into Europe's top ten. With a global outlook, Leipzig is set to embark on a tour of South Africa this year.
"Our goal is to establish an international presence," Haenni explains. "It's time for us to expand our footprint, grow, and gain more recognition both nationally and internationally." However, there's also a focus on domestic development.
Leipzig has long been a polarizing figure in the Bundesliga, with its rapid ascent to the top tier sparking discomfort among fans who value history and authenticity. This eastern city needs a powerhouse, and RB Leipzig is poised to fill that role.
"There's immense potential to inspire the community, ignite passion, and create an electric atmosphere within the stadium," Haenni notes. The club has frozen season ticket prices to attract more fans.
Haenni also touches on the women's team, expressing a desire for improvement. "The common criticism is that women's football is costly.
I believe that if done correctly, it doesn't have to be as expensive as when done poorly." The club's failure to secure European qualification last season was a significant setback. Haenni's appointment is, in part, a response to this challenge. "We're working on redefining our DNA. I'm a firm believer in forging our own path.
We have a distinct philosophy centered around nurturing young, talented players. We've been successful in the past, and now we need to get back on track." This approach involves developing and then selling these young players to Europe's wealthiest clubs for a profit.
"This has been our model, and it has served us well. However, the global landscape has changed, and we're no longer the only ones scouting for young talent. We must adapt and improve." One standout asset is Yan Diomande, a teenage winger who has been a revelation since joining from Leganes. Haenni describes him as one of the most impressive players in the Bundesliga.
At Leipzig, selling top assets is part of the business model. "We'll continue to do so at the right time," Haenni confirms. "Young players who join RB Leipzig understand that this could be a stepping stone to becoming world-class." But this model is heavily dependent on Champions League participation.
Diomande has missed out on European football this season, but players like him will demand it. The financial implications of not qualifying are also significant. "Failing to qualify would have a massive impact.
It would likely mean we'd have to be more aggressive in our transfer dealings during the summer," Haenni warns. Currently, RB Leipzig is third and on track to return to the Champions League. Haenni hopes that securing a spot will "rekindle the fire in the region" and propel the club into its next phase of growth.
"We know we have the potential to grow." Can Leipzig win the Bundesliga under Haenni's leadership? While she doesn't commit to making it an annual goal, she doesn't rule it out entirely. "With the right structure, strategy, players, coach, and club setup, there's always an opportunity.
Our model doesn't preclude us from competing for the championship." If Haenni can lead RB Leipzig to a title, she will truly have ignited the club.