Tatjana Haenni made history in December when she became the first woman to assume the chief executive officer role at a Bundesliga club, taking the reins of RB Leipzig. In recent conversations she has been asked about Union Berlin’s new manager, Marie‑Louise Eta. Haenni’s response is succinct and confident: “She has the credentials, the club believes in her, and that’s what truly matters.” She goes on to stress that Eta is merely the beginning of a broader shift. “She is the first, but she will not be the last.
With me at Leipzig, with Marie‑Louise in Berlin, and with several other women already occupying influential positions, we are witnessing a cultural transformation that will accelerate over time.” Being the pioneer inevitably brings a steady stream of questions, but Haenni, now 59, meets them with calm resolve. “The discussion should not revolve around gender; it should focus on competence.” She points to her own résumé—a career that spans multiple continents and includes senior posts at UEFA, FIFA, and most recently as chief executive of the National Women’s Soccer League in the United States. Her experience underscores a core belief: 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 explains.
Yet she insists that Leipzig already enjoys a culture of openness. “I have found a very diverse and receptive club environment here.” Her acceptance by the organization was swift. A phone call from Jürgen Klopp, who oversees Red Bull’s global football operations, was followed by a flurry of meetings—town‑hall sessions, breakfasts with staff, discussions with the mayor of Leipzig, local politicians and representatives of the German football association.
Haenni emphasizes the need for respect and learning rather than a wholesale overhaul of the club’s DNA. Nevertheless, she has identified three priority areas where Leipzig can still improve, beginning with the commercial side. “I don’t think we have fully tapped our commercial potential yet,” she says.
The club’s ambition extends far beyond domestic success. While the ultimate goal remains to cement Leipzig among Germany’s traditional “big four,” the longer‑term vision is to rank within the top ten clubs in Europe.
To that end, the organization is thinking globally. “We have a South‑Africa tour planned for later this year,” Haenni notes, adding that an international footprint is essential. “We need to think beyond Leipzig and Saxony, to gain national and worldwide recognition.” Leipzig’s rise has always been controversial in a country that values historical pedigree and authenticity. Yet the eastern city needs a flagship club, and RB Leipzig offers that possibility.
Haenni believes the club can ignite local enthusiasm: “There is huge potential to motivate supporters, to create a fiery atmosphere in the stadium.” Ticket prices for season tickets have been frozen in an effort to broaden the fan base, and the club is actively seeking ways to attract new followers. The women’s side of the organization also features in Haenyi’s agenda. She acknowledges the common criticism that women’s football is costly, but argues that prudent management can keep expenses in check. “If you do it right, it’s not as expensive as doing it wrong,” she says, while also being realistic about where resources will be allocated.
Missing out on European competition last season—a first since Leipzig’s promotion to the top flight—was a severe blow to the club’s momentum. That setback is a key reason Haenyi was brought in: to steer Leipzig back onto a winning trajectory. “We need to work on our DNA.
I firmly believe in carving our own path. Our philosophy has always been to develop young, talented players, and that has served us well.
We simply need to get back on track and stay true to that identity.” The club’s model relies on nurturing promising talent and eventually selling those players to wealthier European clubs for a profit. Haenyi acknowledges that this approach is becoming more competitive.
“The global market has changed; many clubs now chase the same young prospects. We have to become even sharper at scouting and development.” One of Leipzig’s current stars is Yan Diomande, a teenage winger who arrived from Leganés last summer and has quickly become a target for Premier League heavyweights. Haenyi describes him as “one of the most exciting players in the Bundesliga.” The club’s business model expects to sell such assets at the right moment. “When a player joins RB Leipzig, they know this could be a stepping‑stone to a world‑class career,” she explains.
However, this model is heavily dependent on participation in the Champions League. Diomande has yet to experience European competition this season, and both he and his peers will crave that stage. The financial ramifications of missing out are significant. “If we fail to qualify for the Champions League, the impact is massive.
It would force us to be more aggressive in the summer transfer market.” At present, Leipzig sit third in the league and appear poised to return to the elite tier of European football. Haenyi hopes that a Champions League comeback will “inject more fire into the region” and usher in a new era for the club. “We have the capacity to grow, and everyone knows that growth is possible.” When asked whether winning the Bundesliga is a realistic target, Haenyi stops short of a definitive answer. “There are different realities, investment models, and financial capabilities across clubs,” she says.
“But I don’t want to rule it out entirely. With the right structure, strategy, players, coach, staff, and overall club setup, there is always an opportunity. This model does not exclude the chance to win a championship.” In summary, Tatjana Haenyi’s appointment represents a watershed moment for both gender diversity and strategic leadership in German football. Her extensive international experience, commitment to inclusive decision‑making, and clear commercial vision aim to transform RB Leipzig into a club that not only competes at the highest level but also serves as a catalyst for cultural change within the sport.
If she can harness the club’s youthful talent, expand its global brand, and secure consistent Champions League participation, Leipzig could indeed become a beacon of modern football—one that inspires fans, empowers women leaders, and reignites the passion of a city eager for success.