Tatjana Haenni made history in December when she became the first woman to lead a Bundesliga side as chief executive of RB Leipzig. Since taking the reins, she has been asked about Union Berlin’s newly appointed manager, Marie‑Louise Eta. Haenni’s response is simple and unequivocal: “She is qualified and the club trusts her. That’s all that matters.” Haenyi continues, “She may be the first, but she won’t be the last.
With me at Leipzig, with Marie‑Louise in Berlin, and with other women occupying influential positions, we are witnessing a cultural shift that will only accelerate over time.” Being a pioneer inevitably brings a flood of questions, but the 59‑year‑old handles them with a blend of patience and firmness. “The conversation shouldn’t revolve around gender; it should focus on competence,” she asserts, pointing to her extensive leadership résumé that spans several continents. Haenyi’s background is impressive: a former Swiss international player, former senior roles at UEFA and FIFA, and most recently the chief executive of the National Women’s Soccer League (NWSL) in the United States. Her experience underpins a strong argument for greater diversity in boardrooms.
“Innovation thrives on a variety of perspectives. If you cling to a single‑sided bias, you lose sight of what’s happening elsewhere in the sport and the world,” she explains.
According to Haenyi, Leipzig already embodies that openness. “I discovered a club that is genuinely diverse and receptive to new ideas.” Her acceptance by the organization was swift; she recalls an early phone call from Jürgen Klopp, who oversees global football for Red Bull, followed by a series of meetings—town‑hall gatherings, breakfasts with staff, discussions with the mayor of Leipzig, local politicians, and representatives from football associations.
Haenyi stresses the importance of respect and learning rather than a wholesale overhaul. Yet she does have a clear agenda, identifying three priority areas for improvement. “I don’t think we’ve maximised our commercial potential yet,” she says, hinting at untapped sponsorships, branding opportunities, and international partnerships.
The club’s ambition extends beyond becoming one of Germany’s top four teams; Haenyi envisions RB Leipzig ranking among Europe’s top ten. To that end, the organization is expanding its global footprint. “We have a South‑Africa tour planned for this year,” she notes, adding that an international presence is essential. This vision means looking far beyond the city of Leipzig and the Saxony region, aiming for national and worldwide recognition.
Leipzig’s rise in the Bundesliga has always been controversial. Critics argue that the club’s rapid ascent, backed by Red Bull’s financial muscle, clashes with the German football culture that values tradition and authenticity.
Nevertheless, the eastern city needs a flagship club, and RB Leipzig offers that possibility. “There’s huge potential to energise supporters, create a vibrant atmosphere in the stadium, and ignite passion,” Haenyi explains. Ticket prices for season tickets have been frozen, a deliberate move to broaden the fan base and make the club more accessible. The women’s side of the club also occupies Haenyi’s thoughts.
She acknowledges the common criticism that women’s football is costly, but counters that prudent management can keep expenses in check. While she admits the women’s team is not the top priority at the moment, she affirms a commitment to its development. 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.
Haenyi sees this setback as a catalyst for her mission to steer Leipzig back on course. “We must work on our DNA,” she declares. “I firmly believe in charting our own path. Our philosophy has always been to nurture young, talented players, sell them at the right time, and reinvest the proceeds.
That model has served us well, but we need to refine it as the global market for talent evolves.” Indeed, the competition for emerging stars has intensified. Clubs across Europe now scout aggressively for the next breakout talent, forcing Leipzig to sharpen its scouting and development processes. One standout example is Yan Diomande, a teenage winger who arrived from Leganés last summer and quickly became a sensation.
Premier League suitors have already shown interest, and Haenyi describes him as “one of the most exciting players in the Bundesliga.” Leipzig’s business model traditionally relies on selling its most valuable assets at the optimal moment. “We will continue that approach, but with careful timing,” Haenyi confirms.
Young players understand that a stint at RB Leipzig can be a springboard to world‑class status, and the club aims to provide the platform—particularly Champions League exposure—to accelerate their growth. The financial implications of missing out on the Champions League are significant.
Haenyi warns that failure to qualify would force the club to adopt a tougher stance in the transfer market during the summer. “The impact would be massive,” she says, underscoring the importance of returning to the competition. Currently, Leipzig sits third in the league and appears poised to reclaim a spot among Europe’s elite. Haenyi hopes that a return to the Champions League will “add more fire to the region” and usher in a new phase of growth.
She believes the club can expand, stating, “We all know we have the capacity to grow.” When asked whether winning the Bundesliga is a realistic goal each season, Haenyi stops short of a definitive answer. “There are different realities, investment models, and financial capacities,” she notes. However, she does not dismiss the possibility entirely.
“With the right structure, strategy, players, coach, staff, and overall club setup, there’s always an opportunity. I don’t think our model excludes the chance to win a championship.” If Haenyi’s vision and leadership succeed, RB Leipzig could indeed become a beacon of progress—both on the pitch and in the boardroom—showcasing how diversity, innovation, and strategic ambition can reignite a club’s fire and propel it to new heights.