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 interviews 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, the club believes in her, and that’s what truly matters." She went on to reflect on the broader significance of women breaking into traditionally male‑dominated roles 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 other women occupying influential positions, we are witnessing a cultural shift that will only accelerate over time," Haenyi said. Being a pioneer inevitably brings a steady stream of questions about gender and competence.
The 59‑year‑old executive meets those inquiries with a calm yet firm stance, insisting that performance, not sex, should be the metric of evaluation. "My career spans several continents and includes senior roles at UEFA, FIFA, and most recently as chief of the NWSL. Those experiences have taught me that diversity in the boardroom fuels innovation. When you hear only one perspective, you miss what’s happening elsewhere in the sport and in the world," she explained.
Haenyi emphasizes that RB Leipzig already embraces a diverse and open culture. She recounts an early phone call from Jürgen Klopp, Red Bull’s global football director, followed by a series of meetings that ranged from town‑hall sessions and breakfast briefings with staff to discussions with the mayor of Leipzig, local politicians, and representatives of the football association. "Respect and a willingness to learn are far more important than a wholesale overhaul," she noted, while also outlining three strategic priorities she believes the club has yet to fully exploit. "I’m convinced we haven’t maximised our commercial potential yet," she asserted.
The ambition under Haenyi’s leadership extends beyond domestic success. While the club still aims to cement its place among Germany’s elite four, the longer‑term vision is to become a top‑ten European force. To that end, Leipzig is expanding its global footprint, with a South‑African tour already on the calendar.
"We want an international presence that reaches far beyond Leipzig and even beyond Saxony. It’s time to grow our brand nationally and internationally," she said. Leipzig’s rise has always been a point of contention in German football, a league that traditionally values historic roots and authenticity.
Yet the club offers the eastern city a rare opportunity to become a football giant. Haenyi believes the team can ignite local enthusiasm, creating a vibrant atmosphere inside the stadium. Ticket prices for season passes have been frozen in an effort to broaden the fan base, and she stresses the need to nurture that community spirit.
The women’s side of the organization also receives attention. Haenyi acknowledges the common criticism that women’s football is costly, but she counters that prudent management can make it financially sustainable. "If you do it right, it’s not as expensive as many assume," she remarked, while being clear that the men’s team remains the primary focus for now. Missing out on European competition last season dealt a significant blow to Leipzig’s sense of progress.
That setback is a key reason Haenyi was brought in—to steer the club back onto a winning trajectory. "We must work on our DNA.
I’m a firm believer in forging our own path. Our philosophy has always been to develop young, talented players and then sell them to the continent’s richest clubs. That model has served us well and will continue to do so," she explained.
However, the global talent market has become increasingly competitive. Many clubs now scout aggressively for emerging stars, meaning Leipzig must sharpen its recruitment and development processes. The club’s current standout, Yan Diomande, exemplifies this approach. The teenage winger, who arrived from Leganés last summer, has already attracted interest from several Premier League giants.
Haenyi described him as one of the most exciting players in the Bundesliga and reiterated that selling top talent at the right moment remains a core part of Leipzig’s business model. "When a young player joins RB Leipzig, they know that the next step could be a move to a world‑class club," she said. That model, however, hinges on participation in the Champions League. Without that revenue stream, the club would face pressure to sell assets more aggressively.
"Failing to qualify for the Champions League would have massive financial implications. It would force us to be tougher in the transfer market during the summer," Haenyi warned. At present, Leipzig sit third in the league and appear poised to return to the European elite.
Haenyi hopes that a Champions League comeback will "put more fire in the region" and catalyse the next phase of growth for the club. "We have the capacity to expand.
Everyone knows that we can grow," she affirmed. When asked whether winning the Bundesliga is a realistic goal, Haenyi tempered expectations.
She noted that different clubs operate under varying financial realities and investment models, but she refused to rule out the possibility entirely. "With the right structure, strategy, players, coach, staff, and club setup, there is always an opportunity.
This model does not exclude the chance to win a championship," she concluded. In summary, Tatjana Haenyi’s tenure at RB Leipzig is defined by a commitment to diversity, a strategic push for commercial expansion, and a steadfast belief in the club’s youth‑development philosophy. Her leadership aims to rekindle enthusiasm both locally and internationally, positioning Leipzig as a forward‑thinking contender on the European stage.