Tatjana Haenni, a trailblazer in the football world, has taken the reins as the first woman to be the CEO of a Bundesliga team, RB Leipzig. In a recent conversation, she shared her thoughts on the new head coach of Union Berlin, Marie-Louise Eta, stating, "She is qualified, and the club trusts her. That is all that matters." Haenni believes that this appointment marks a cultural shift, and she is confident that more women will follow in their footsteps.
As the first female CEO, Haenni is accustomed to being asked about her gender, but she firmly believes that it should not be the focus. "It shouldn't be about gender. It should be about quality," she emphasizes, highlighting her extensive leadership experience and track record of working across different continents. Haenni's vision for RB Leipzig is centered around innovation and diversity.
She stresses the importance of having different opinions in the board room, saying, "If you are biased on one side and you keep being just one-sided, you lose track of what is happening elsewhere in the game and in the world." Since joining Leipzig, Haenni has been warmly accepted, with an early phone call from Jurgen Klopp and numerous meetings with employees, the mayor, politicians, and association representatives. Haenni is committed to being "very respectful" and "learn a lot" rather than overhauling everything at Leipzig.
However, she has identified three key areas to improve, including maximizing the club's commercial potential. The ambition is to establish RB Leipzig as one of the top 10 teams in Europe, with a strong international presence. Haenni points to the upcoming tour of South Africa as an example of the club's global aspirations.
To achieve this goal, Leipzig must think beyond their local region and expand their footprint. Haenni acknowledges the work that needs to be done at home, including motivating the fans and creating a great atmosphere inside the stadium.
Season ticket prices have been frozen to help grow the fan base. While the women's team is also a priority, Haenni is frank about the current priorities, stating that missing out on European qualification last season was a significant setback.
Haenni's focus is on getting the club back on track, working on their DNA, and developing young, talented players. This approach has been successful in the past, with Leipzig selling players to top European clubs for a profit. However, Haenni recognizes that the global landscape has changed, and the club must adapt to stay competitive.
The standout asset currently is Yan Diomande, a teenage winger who is a target for top Premier League clubs. Haenni calls him one of the most amazing players in the Bundesliga.
As the club looks to the future, Haenni is aware of the financial consequences of not qualifying for the Champions League. "What does it mean if we do not qualify? It is massive," she adds. Despite these challenges, RB Leipzig are currently third and on course to return to the Champions League.
Haenni hopes that bringing Champions League football back will "put some more fire in the region" and kick-start the next phase for the club. While winning the Bundesliga is not a guaranteed target each season, Haenni believes that with the right structure, strategy, and players, there is always an opportunity to succeed.