Tatjana Haenni made history in December when she became the first woman to hold the chief executive position of a Bundesliga club, taking the reins at RB Leipzig. In recent conversations she was asked about Union Berlin’s newly appointed head coach, Marie‑Louise Eta.
Haenyi’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 top‑level football management. “She is the first, but she won’t be the last. With me at Leipzig, Marie‑Louise in Berlin, and several other women occupying influential roles, we are witnessing a cultural shift.
Over time, this will become the norm rather than the exception.” Being the pioneer inevitably brings a steady stream of questions about gender and competence. Haenyi, now 59, meets these inquiries with calm firmness, insisting that the focus should be on performance, not sex. “The conversation should revolve around quality, not gender,” she says, pointing to her extensive leadership résumé that spans multiple continents and includes senior posts at UEFA, FIFA, and most recently as chief executive of the NWSL.
Haenyi argues persuasively for diversity at the board‑room level, describing it as a catalyst for innovation. “When you hear only one perspective, you become blind to developments elsewhere in the sport and in the world,” she explains. Yet she stresses that Leipzig already enjoys a culture of openness and inclusivity. “I have found a club that values diverse viewpoints and welcomes new ideas.” Her acceptance within the Red Bull football family was swift.
She recounts an early phone call from Jürgen Klopp, who oversees global soccer operations for Red Bull, followed by a flurry of meetings: town‑hall gatherings, breakfasts with staff, discussions with the mayor of Leipzig, local politicians, and representatives from football associations. These interactions have helped her understand the club’s DNA and the expectations of its stakeholders. Haenyi’s management style is built on respect and learning rather than radical overhaul. Still, she has identified three strategic pillars that need attention.
The first is commercial growth: “I don’t think we have maximised our commercial potential yet.” The second focuses on expanding the club’s international footprint, and the third aims to deepen fan engagement at home. Under her leadership, Leipzig is no longer content with merely being a strong domestic side. The ambition is to join the elite quartet of German clubs while also breaking into the top ten across Europe. To achieve that, the club is planning a tour of South Africa later this year, signalling a desire for a truly global presence.
“We want to be recognised not just in Saxony, but worldwide,” Haenyi asserts. Leipzig’s rise has always been controversial in a football culture that prizes tradition and authenticity. Yet the city in eastern Germany needs a flagship club to rally around, and RB Leipzig offers that possibility.
Haenyi believes the team can ignite passion among locals, creating a vibrant atmosphere inside the stadium. Ticket prices for season tickets have been frozen to encourage broader attendance, and the club is actively working to grow its supporter base. The women’s side of the organization also receives Haenyi’s attention. She acknowledges the common criticism that women’s football is costly, but counters that proper management can make it financially sustainable.
While she admits that the men’s team remains the top priority, she stresses that the women’s squad should also progress and receive the resources it needs. Missing out on European competition last season—a first since Leipzig’s promotion to the top flight—was a stark reminder of the club’s fragility. Haenyi sees this setback as a catalyst for change.
“We need to revisit our DNA,” she says. “Our philosophy has always been about nurturing young talent, giving them a platform, and then, when the time is right, selling them to the biggest clubs in Europe. That model has served us well, but we must refine it to stay competitive.” The global market for emerging talent has become increasingly crowded.
“We are no longer the only club hunting for the next breakthrough player,” Haenyi notes. “Other teams have adopted similar strategies, so we must become even more efficient at scouting, developing, and integrating young prospects.” One of Leipzig’s brightest stars at the moment is Yan Diomande, a teenage winger who arrived from Leganés last summer and quickly became a sensation. Premier League giants have already shown interest, and Haenyi praises him as one of the most exciting talents in the Bundesliga. The club’s business model hinges on timing these sales correctly: “When a young player joins RB Leipzig, they know that the next step could be a move to a world‑class club.
We will continue to sell at the right moment.” However, that model relies heavily on Champions League participation, which provides both exposure and financial reward. Diomande has yet to experience European competition this season, and Haenyi warns that missing out on the Champions League would have serious repercussions. “If we fail to qualify, we will have to be more aggressive in the transfer market during the summer,” she says, acknowledging the financial strain that would follow. Currently, Leipzig sit third in the league and appear poised to return to the elite tier.
Haenyi hopes that securing Champions League football will “add fuel to the region’s fire” and usher in a new era of growth. She believes the club can expand, both on and off the pitch, as long as the right structures are in place. When asked whether winning the Bundesliga is a realistic objective each season, Haenyi offers a measured response.
“There are different realities, investment models, and financial capabilities across clubs,” she explains. “But with the appropriate structure, strategy, squad, coach, staff, and club setup, there is always a chance. The model does not exclude the possibility of a championship.” In summary, Tatjana Haenyi’s tenure at RB Leipzig is defined by a commitment to diversity, strategic commercial expansion, and a relentless focus on developing young talent while maintaining the club’s distinctive philosophy.
Her leadership aims to rekindle enthusiasm among fans, broaden the club’s global reach, and ultimately bring back the fire that will propel Leipzig to sustained success in German and European football.