Tatjana Haenni broke new ground in December when she was appointed chief executive of RB Leipzig, becoming the first woman to lead a Bundesliga side. 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’s all that matters.” Haenni sees Eta’s appointment as a sign of a broader cultural shift. “She is the first, but she won’t be the last.
With me at Leipzig, Marie‑Louise in Berlin, and several other women holding influential positions, the change is already underway. Over time it will become the norm.” Being the pioneer inevitably brings a flood of questions.
At 59, Haenni meets each inquiry with calm resolve, insisting that gender should never be the focal point. “What truly counts is competence,” she says, pointing to a career that spans continents and includes senior roles at UEFA, FIFA and most recently as chief executive of the National Women’s Soccer League in the United States.
Her experience fuels a strong argument for diversity at board‑level. “Innovation thrives when you hear a variety of perspectives,” Haenni explains. “If you cling to a single viewpoint, you lose sight of developments elsewhere in the sport and in the world.” She stresses that Leipzig already embodies an open, inclusive ethos.
“I have found the club to be remarkably diverse and receptive,” she notes. Her acceptance within the organization was swift.
A phone call from Jürgen Klopp, who oversees Red Bull’s global football portfolio, was followed by a series of meetings—town‑hall sessions, breakfasts with staff, discussions with the mayor of Leipzig, local politicians and representatives of football associations. Haenyi emphasizes respect and learning over radical overhaul. “We need to listen, be respectful and grow organically,” she says, while still outlining three priority areas for improvement, starting with untapped commercial potential.
Leipzig’s ambition extends beyond becoming one of Germany’s traditional “big four.” The club aims to rank among Europe’s top ten, a goal that requires a more global outlook. “We have a tour of South Africa planned for later this year,” Haenyi mentions, underscoring the desire for an international footprint that reaches far beyond Saxony.
“It’s time to expand our brand, gain recognition at a national and international level, and attract new supporters.” The club’s rapid ascent has always been controversial in a country that cherishes football heritage and authenticity. Yet the eastern city of Leipzig needs a flagship team, and RB Leipzig offers that platform. “There is huge potential to energise the community, create a vibrant atmosphere in the stadium and ignite passion among fans,” Haenyi asserts. Ticket prices for season passes have been frozen to encourage growth in the fan base, reflecting a strategic focus on inclusivity and long‑term loyalty.
Haenyi also speaks about the women’s side of the club. She acknowledges the criticism that women’s football can be costly, but argues that prudent management can make it sustainable. “If you run it correctly, it isn’t as expensive as people think,” she says, while admitting that the men’s team remains the primary priority for now.
Missing out on European competition last season—a first since Leipzig’s promotion to the top flight—was a blow to the club’s momentum. That setback is a key reason Haenyi was recruited: to guide Leipzig back onto a winning trajectory. “We need to work on our DNA,” she declares. “I firmly believe in staying true to our philosophy—developing young, talented players, playing an attractive style, and being a trend‑setter.” The club’s model has long relied on nurturing prospects and selling them to wealthier European clubs for profit.
Haenyi acknowledges that this approach is still viable, but notes that the global market has become more competitive. “Many clubs now hunt for young talent, so we must sharpen our scouting and development processes,” she explains. One of Leipzig’s brightest assets at present is winger Yannis Diomandé, who arrived from Leganés last summer and quickly became a sensation. Premier League suitors are already circling, and Haenyi describes him as “one of the most exciting players in the Bundesliga.” The club’s business model anticipates selling such stars at the optimal moment.
“When a young player joins RB Leipzig, they know that the next step could be a move to a world‑class club,” she says. However, the model hinges on participation in the Champions League.
Diomandé has not yet experienced European nights this season, and the lack of that exposure could hinder his development. Haenyi warns of the financial ramifications of missing out on the elite competition.
“If we don’t qualify, the impact is massive. We would have to be tougher on player sales during the summer,” she admits. Currently, Leipzig sits third in the league and appears poised to return to the upper echelons of German football. Haenyi hopes that a Champions League comeback will “add fuel to the region’s fire” and usher in a new phase of growth.
“We know we can expand, we just need the right conditions,” she affirms. When asked whether winning the Bundesliga is realistic, Haenyi is measured. “Different clubs have different realities, investment models and financial capacities,” she notes, but she does not dismiss the possibility entirely. “With the right structure, strategy, players, coach, staff and club setup, there is always a chance to win a title.” In summary, Tatjana Haenyi’s tenure at RB Leipzig is marked by a commitment to diversity, strategic commercial expansion, and a steadfast belief in the club’s developmental philosophy.
Her leadership aims to blend innovative, inclusive practices with the traditional strengths that have defined Leipzig’s rise, all while striving to bring the club back to the pinnacle of European football.