Tatjana Haenni, a trailblazer as the first female CEO of a Bundesliga team, appointed by RB Leipzig in December, shares her thoughts on Union Berlin's newly appointed head coach, Marie-Louise Eta. "She is well-qualified and has the club's trust, which is all that matters," Haenni states. "Marie-Louise is the first of many.
With me at RB Leipzig, her in Berlin, and other women in key roles, a cultural shift is underway. It's a natural progression that will continue over time." As a pioneer, Haenni is accustomed to the scrutiny.
With patience and conviction, she emphasizes that gender should not be a factor. "It's about quality, not gender. My leadership experience, garnered from working across continents, speaks for itself." Haenni makes a compelling case for diversity in the boardroom, citing the need for innovative thinking.
"To be innovative, you need diverse perspectives. If you're one-sided, you risk losing sight of the bigger picture." She notes that RB Leipzig is an open and diverse club, where she has been warmly accepted.
Following an initial phone call from Jurgen Klopp, Haenni engaged in numerous meetings with employees, the mayor of Leipzig, politicians, and association representatives. Haenni stresses the importance of being respectful and learning from others, rather than imposing drastic changes.
However, she has identified three key areas for improvement. "We haven't fully maximized our commercial potential," she admits.
The goal is to establish RB Leipzig as one of Germany's top four teams and among Europe's top 10. With Haenni at the helm, the club is adopting a more global approach, as evident in their upcoming tour of South Africa.
"We aim to have an international presence, expanding our footprint beyond Leipzig and Saxony. It's time to grow, gain recognition, and increase our national and international visibility." However, there is still work to be done locally. RB Leipzig has long been a polarizing force in the Bundesliga, with their rapid rise to the top sparking controversy among fans who value history and authenticity. Haenni recognizes the potential to motivate the people of Leipzig and create an electric atmosphere in the stadium.
Season ticket prices have been frozen to attract a larger fan base. While acknowledging the women's team and the need for improvement, Haenni prioritizes the men's team.
Missing out on European qualification last season was a significant setback, and Haenni is determined to get the club back on track. "We need to focus on our DNA and stick to our philosophy. We've been a trendsetter in developing young, talented players, and we need to continue doing what we do best." This approach involves nurturing young players and selling them to top European clubs for a profit. "It's been our way, and it's worked well for us.
However, the global landscape has changed, and we're no longer the only ones scouting young talent. We need to improve our approach." The club's standout asset is currently Yan Diomande, a teenage winger targeted by top Premier League clubs. Haenni praises him as one of the most impressive players in the Bundesliga.
At RB Leipzig, selling top players is part of the model. "We'll continue to do so at the right time," Haenni confirms. "Young players know that joining RB Leipzig can be a stepping stone to becoming a world-class player." However, this model relies heavily on Champions League qualification.
Diomande has not had the benefit of European football this season, but he and others like him will demand it. The financial consequences of missing out on the Champions League are significant. "Not qualifying would have a massive impact," Haenni warns.
"We might need to be more aggressive in selling and transferring players during the summer." Currently, RB Leipzig is third and on course to return to the Champions League. Haenni hopes that securing a spot in the competition will "ignite the region" and propel the club forward. "We can grow, and we know we can grow." While Haenni stops short of saying that winning the Bundesliga is a realistic target every season, she believes that with the right structure, strategy, and personnel, anything is possible. "I think that with the right approach, we can always have a chance to win a championship." If Haenni can achieve this, she will truly have set the football club ablaze.