RB Leipzig: "We are far from having maximised our commercial potential" (Tatjana Haenni, CEO)
"We are far from having maximised our commercial potential. In terms of partners, activation, ticketing and hospitality, we have room for improvement, which we must absolutely exploit to remain competitive in the football landscape, nationally as well as internationally," Tatjana Haenni
CEO @ RB Leipzig
, CEO of RB Leipzig
Activity: German professional football club
Exclusive partners:
• Red Bull (energy drinks): club owner, stadium namer• Puma (equipment supplier) since 2024-25• Kraken (crypto trading): sleeve…
(Bundesliga
German professional football first division. 18 clubs.
), told several media outlets including News Tank, on 21/04/2026.
"We have hired a chief revenue officer (Stephan Cieplik
, in position since April 2026). We have rebuilt all our assets and our strategy. We believe we can improve. This is a lever we can directly influence, and we expect to see an increase in our revenue over the next two to three years," the Swiss executive, who took office on 01/01/2026, added.
"We are a club based in Leipzig, in Saxony, in eastern Germany, and there is strong potential to mobilise fans, create momentum and build a strong atmosphere at the Red Bull Arena (47,800 capacity). We have strong attendances, but we are not sold out at every game. The next key step is to increase the number of supporters and strengthen enthusiasm around the club in the region."
"Revenue growth targeted over the next two to three years" (T. Haenni, RB Leipzig)
Commercial development. "We can do better on international media rights"
"The main revenue streams of a football club are broadly the same for everyone. In Germany, there is the issue of international media rights through the DFL, and we believe we can do better there. But for that, we need all clubs to support the international growth of the Bundesliga."
Attendance and supporters. "We need to strengthen our local presence"
"We are pleased to confirm that we are keeping season ticket prices stable for 2026-27. It is always a balance between the values you stand for, accessibility for fans, your ticketing policy and the level of demand.
We have a high average attendance, around 44,000 spectators in 2025-26, the highest since our promotion to the Bundesliga (in 2016-17). We are growing year on year. But we still need to develop our fan base and strengthen our local presence in the city and the region to increase demand."
International development. "Growing the global fan base is a key objective"
"We are planning a tour to South Africa this year. We have already been to Brazil and the United States. This is a key part of our strategy. We want to be present internationally and support the growth of the Bundesliga abroad.
Growing the global fan base is a key objective for us. We want to run campaigns, create exchange platforms and work with the media to increase RB Leipzig’s visibility internationally. We are working with many stakeholders worldwide to strengthen our presence. Some regions, such as the Middle East and Africa, are also strategic for us."
RB Leipzig women’s team. "Building a progressive development model"
"Women’s football is close to my heart. The club has a women’s team, which is positive, but it is still young and has only recently been promoted to the first division (in 2023-24). We fully integrate the women’s team into the club’s activities. It already benefits from a strong environment in terms of infrastructure, staff and support.
There is often criticism that women’s football is expensive and does not generate a return on investment. I have always said that if you do it right, it may not be as expensive as if you do it wrong. The objective is to be smart, use synergies and integrate the team fully into the club in order to build progressive development."
Tatjana Haenni, CEO of RB Leipzig, on 21/04/2026
Career
CEO
Director women's football
Head of women's football
President of the women's club
Deputy director, head of women's football
Head of women's competitions
Responsible of women's football
# 4053, created on 26/05/14 at 10:00 - Updated on 21/04/26 at 17:04
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