Tatjana Haenni, a trailblazing CEO, is revolutionizing RB Leipzig, bringing a fresh perspective to the Bundesliga. As the first woman to hold this position, Haenni is confident in her abilities, emphasizing that "it shouldn't be about gender, it should be about quality." With her extensive experience in leadership and a track record of working across continents, Haenni makes a compelling case for diversity in the boardroom, stating that "it is about being innovative, and to do that, you need all different opinions." Haenni has been warmly accepted by the club, with Jurgen Klopp, the head of global soccer across Red Bull, reaching out to her. She has engaged in numerous meetings, including town halls and breakfasts with employees, the mayor of Leipzig, politicians, and association representatives.
Haenni's approach is characterized by respect and a willingness to learn, rather than imposing drastic changes. However, she has identified three key areas for improvement, including maximizing the club's commercial potential. Haenni's ambition for RB Leipzig is to establish the club as one of the top four teams in Germany and among the top 10 in Europe. The club is thinking globally, with Haenni at the helm, and is planning a tour of South Africa.
"We want an international presence," she says, emphasizing the need to expand the club's footprint and grow beyond Leipzig and the region of Saxony. Leipzig has long been a divisive presence in the Bundesliga, but Haenni believes the club has the potential to motivate people and create a great atmosphere.
Season ticket prices have been frozen, and Haenni is keen to grow the fan base. While she mentions the women's team and the need for improvement, Haenni is frank about the priorities, acknowledging that missing out on European qualification last season was a significant setback. Haenni is focused on getting the club back on track, working on its DNA, and developing young, talented players. The club's model is based on developing and selling players, and Haenni confirms that this approach will continue.
However, she notes that the global landscape has changed, and the club must adapt to remain competitive. The standout asset for Leipzig is currently 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, and his development is a key priority. While selling valuable assets is part of the model, Haenni acknowledges that the club's financial consequences of missing out on the Champions League would be significant. As it stands, RB Leipzig is third and on course to return to the Champions League.
Haenni hopes that bringing back Champions League football will "put some more fire in the region" and kick-start the next phase for the club. While she stops short of saying that winning the Bundesliga is a realistic target each season, Haenni believes that with the right structure, strategy, and players, there is always an opportunity to succeed.