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 at 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, and the club trusts her. That’s all that matters.” Haenni sees Eta’s appointment as part of a broader cultural transformation in German football.
“She is the first, but she won’t be the last. With me at Leipzig, with Marie‑Louise in Berlin, and with several other women already occupying influential roles, the shift is already underway. Over time it will become the new normal.” Being the pioneer inevitably brings a flood of questions, and Haenni, now 59, meets them with a blend of patience and firmness. She argues that gender should never be the focal point; performance and quality should be.
Drawing on a résumé that spans multiple continents, she points to her extensive leadership experience as proof of her competence. Before joining Leipzig, Haenyi was a Swiss international player and later held senior positions at UEFA and FIFA.
Most recently she served as chief executive of the National Women’s Soccer League (NWSL) in the United States. In each of those roles she championed the importance of diversity at the highest levels of sport. “Innovation thrives when a boardroom contains a range of perspectives,” she explains.
“If you listen to only one side, you miss what’s happening elsewhere in the game and in the world.” According to Haenyi, Leipzig already offers a welcoming and varied environment. “I was surprised by how open and diverse the club culture is,” she says, recalling an early phone call from Jürgen Klopp, Red Bull’s global football director, followed by a series of meetings that included town‑hall sessions, breakfasts with staff, discussions with the mayor of Leipzig, and conversations with local politicians and federation representatives.
Her approach is not to overhaul the institution overnight but to act with respect and a willingness to learn. Nevertheless, she has identified three priority areas that need attention. One of those is commercial development – she believes the club has not yet tapped its full revenue potential.
The ambition under Haenyi’s stewardship extends beyond domestic success. While the short‑term goal remains to cement Leipzig among Germany’s elite four, the long‑term vision is to be counted among Europe’s top ten clubs.
To achieve that, the organization is expanding its global footprint. “We have a tour of South Africa scheduled for later this year,” she notes, emphasizing the desire for an international presence that reaches far beyond the Saxony region.
Leipzig’s rapid ascent has always been a point of contention among German football purists, who often value tradition and heritage over rapid, corporate‑backed growth. Yet the city in the former East Germany needs a flagship club, and RB Leipzig provides that platform.
Haenyi believes the team can ignite local enthusiasm: “There is enormous potential to motivate fans, create a vibrant atmosphere in the stadium, and build a larger supporter base.” To that end, season‑ticket prices have been frozen, and the club is actively working to attract new fans. She also speaks candidly about the women’s side of the organization. While critics frequently claim that women’s football is a financial drain, Haenyi counters that proper management can make it cost‑effective, if not profitable. She acknowledges that the women’s team will not be the top priority, but she remains committed to its development.
Missing out on European competition last season was a significant setback for Leipzig, marking the first time the club failed to qualify for the continent’s premier tournaments since its promotion to the top flight. That disappointment partly explains why Haenyi was brought in – to steer the club back onto a trajectory of progress. “We need to work on our DNA,” she says. “I firmly believe that a club must stay true to its own philosophy.
We have been a trendsetter, nurturing young, talented players, and we have achieved great things. The task now is to get back on track while staying authentic.” Leipzig’s business model has long relied on developing promising youngsters and selling them at a profit to wealthier European clubs. Haenyi acknowledges that this model is still viable, but the competition for emerging talent has intensified. “The global landscape has changed.
Many clubs are now hunting for the same young prospects, so we have to become even better at scouting, training, and retaining them.” One of the brightest stars in Leipzig’s current squad is Yan Diomande, a teenage winger who arrived from Leganés last summer and has quickly become a target for Premier League giants. Haenyi describes him as “one of the most exciting players in the Bundesliga.” The club’s strategy of selling its most valuable assets at the right moment remains unchanged: “When a young player joins RB Leipzig, they know that the next step could be a move to a world‑class club.” However, this model is heavily dependent on regular Champions League participation, which provides both exposure and additional revenue. Diomande has yet to experience European competition, and Haenyi warns that missing out on the Champions League would have “massive” financial repercussions, forcing the club to be more aggressive in the summer transfer market.
At present Leipzig sit third in the league and appear poised to return to the European elite. Haenyi hopes that qualifying for the Champions League will “inject more fire into the region” and usher in the next phase of growth for the club. She believes the organization can continue to expand: “We all know we have the capacity to grow.” When asked whether Leipzig could realistically aim for the Bundesliga title, Haenyi stops short of a definitive answer.
“There are different realities, different investment models, and varying financial capabilities across clubs,” she explains. “That said, with the right structure, strategy, personnel, and club setup, there is always an opportunity. I don’t think our model excludes the chance to win a championship.” In summary, Tatjana Haenyi’s appointment represents a landmark moment for gender diversity in German football, while also signaling an ambitious, globally‑oriented plan for RB Leipzig.
By blending respect for the club’s existing culture with a clear focus on commercial growth, talent development, and international outreach, she aims to reignite the passion of Leipzig’s supporters and position the team among Europe’s elite. The journey ahead will be challenging, but under her leadership the club is poised to blaze a new trail forward.