Tatjana Haenni made history in December when she became the first woman to hold the chief executive officer position at a Bundesliga club, taking the reins of RB Leipzig. In recent conversations she has been asked about Union Berlin’s newly appointed head coach, Marie‑Louise Eta.
Haenni’s response is succinct and confident: “She has the credentials, the club trusts her, and that is what truly matters.” Haenni goes on to stress that Eta’s appointment is just the beginning of a broader transformation. “She may be the first, but she won’t be the last. With my presence here, Marie‑Louise’s role in Berlin, and several other women occupying influential positions, we are witnessing a cultural shift that will only accelerate with time.” Being the pioneer inevitably brings a flood of questions.
At 59, Haenni meets each inquiry with a blend of patience and resolve, insisting that gender should never be the focal point. “The conversation should revolve around competence and performance,” she asserts, pointing to her extensive leadership résumé that spans multiple continents and includes senior roles at UEFA, FIFA, and most recently as chief executive of the National Women’s Soccer League (NWSL) in the United States. Haenni uses her own career as a case study for the value of diversity in boardrooms. “Innovation thrives when you gather a wide spectrum of perspectives.
If you allow a single bias to dominate, you quickly lose sight of what’s happening elsewhere in the sport and in the world.” She notes, however, that RB Leipzig already exhibits a surprisingly inclusive atmosphere. “From my experience, the club is open and diverse, which makes my job easier rather than more complicated.” Her acceptance by the organization was signaled early on by a personal phone call from Jürgen Klopp, the head of global football for Red Bull, followed by a series of meetings that ranged from town‑hall sessions and breakfast gatherings with staff to discussions with the mayor of Leipzig, local politicians, and representatives of football associations. Haenyi emphasizes that her approach is not about a radical overhaul but about respectful learning and incremental improvement.
She has identified three strategic pillars that need strengthening. The first is commercial development: “I don’t think we have fully tapped our commercial potential yet.” The second concerns the club’s brand footprint, which she wants to expand beyond the confines of Saxony. “We are planning a tour of South Africa later this year to raise our international profile. We need to be seen not just as a regional team but as a club with global ambitions.” The third focus area is fan engagement.
Ticket prices for season tickets have been frozen, and the club is actively seeking ways to broaden its supporter base and create a more electrifying atmosphere inside the Red‑Bull Arena. Leipzig’s rapid ascent has always been a point of contention among traditional German football fans, who often prize historic roots over corporate‑backed success.
Nevertheless, the city in the former East Germany needs a flagship club, and RB Leipzig offers that possibility. Haenyi believes there is “a huge amount of untapped potential to inspire the community, to ignite passion, and to build a vibrant stadium experience.” The women’s side of the organization also receives attention.
Haenyi acknowledges the criticism that women’s football can be costly, but she counters that prudent investment can actually be economical. “If you manage it correctly, it isn’t as expensive as a mismanaged project would be.” While she admits that the men’s team remains the primary priority, she stresses that the women’s squad will also benefit from the club’s overall growth strategy. Missing out on European competition last season—a first setback since the club’s promotion to the top flight—served as a wake‑up call. Haenyi explains that the club must return to its core identity: “We have a distinct philosophy centered on nurturing young, talented players and then, when the time is right, selling them to the biggest clubs in Europe.
This model has worked well for us, but the global market is now more competitive, so we have to sharpen our scouting and development processes.” One of the brightest recent discoveries is teenage winger Yan Diomande, who arrived from Leganés last summer and quickly became a sensation. Premier League giants have already taken notice, and Haenyi describes him as “one of the most exciting talents in the Bundesliga today.” For Leipzig, the sale of high‑value assets like Diomande is a cornerstone of financial sustainability, but it also underscores the club’s reliance on Champions League participation to provide the stage for player growth.
The financial ramifications of missing out on the Champions League are significant. “If we fail to qualify, the impact is massive,” Haenyi admits. “We would have to be more aggressive in the transfer market during the summer, potentially selling players at lower valuations.” Fortunately, Leipzig currently sit third in the league table, keeping their Champions League hopes alive.
Haenyi believes that a return to the competition would “inject additional fire into the region and kick‑start the next phase of our development.” When asked whether winning the Bundesliga is a realistic goal, Haenyi offers a measured response. “There are different realities, investment models, and financial capacities across clubs. That said, with the right structure, strategy, squad, coaching staff, and overall club setup, an opportunity always exists.
I won’t rule out the possibility of a championship, but we must first focus on building a sustainable foundation.” In summary, Tatjana Haenyi’s tenure at RB Leipzig is defined by three core themes: championing diversity and inclusion, expanding the club’s commercial and international reach, and reinforcing the developmental pipeline that has become the hallmark of Leipzig’s success. By combining her global experience with a deep respect for the club’s existing culture, she aims to reignite the passion of Leipzig’s supporters, elevate the club’s standing in Europe, and pave the way for more women to break barriers in football leadership.