Hoffenheim’s Internal Turmoil and PR Missteps

This week, TSG 1899 Hoffenheim officially confirmed the termination of two club administrators, Frank Briel and Dr. Markus Schütz, two days after rumors began circulating. The Bundesliga club took over two hours to announce its decision, underscoring that the choice was not made lightly and involved considerable deliberation within the club’s management.

Coincidentally, Hoffenheim also launched a public relations campaign this week, attempting to showcase the club’s ability to engage in self-deprecating humor. They dubbed the upcoming league match against RB Leipzig as the “Unbeliebtico” (“The Battle of the Unloved”). However, many German football fans have historically labeled this matchup with the more clever term: “El Plastico.”

It is unfortunate that, as previously noted in editorials on this platform, club patron Dietmar Hopp appears to show little interest in returning the club to its fan base. The reversion of TSG to the 50+1 ownership model seems insignificant in light of recent events.

Hopp seems more concerned with protecting his associates than fostering an authentic legacy in the Rhein-Neckar Region. This sentiment, echoed in the latest social media initiative, fails to resonate positively.

Supporters of the 85-year-old billionaire may point to his extensive philanthropic contributions, benefiting not only Hoffenheim but various football clubs across the Rhein-Neckar Region. Hopp’s foundation has donated hundreds of millions of Euros to charitable endeavors over the past three decades.

However, one should approach the charitable actions of billionaires with caution; those with vast wealth can easily allocate funds without genuine engagement. The real unsung heroes are often the grassroots coordinators who implement these charitable initiatives.

Moreover, a significant issue arises with global billionaires. Despite their past efforts, the holders of such immense wealth tend to accumulate even more through safe investments without any active endeavor.

When Hopp expressed a desire to revert his former village club back to 50+1 in spring 2023, many hoped he intended to step back. Although the club may not have a rich historical legacy, his absence could enable a new generation of supporters to emerge.

Younger fans, nostalgic for attending TSG matches, might soon be eligible to run for the board, fostering club membership and community engagement. While it would take several generations, a less corporate atmosphere could eventually be attainable. Clubs like Bayer Leverkusen and, to a lesser extent, VfL Wolfsburg have shown that corporate entities can coexist without being wholly criticized.

Hopp had an opportunity to embody his proclaimed dedication to the Hoffenheim project as a “labor of love.” Unfortunately, recent actions amid the controversies surrounding Roger Wittmann have undermined this narrative. A club that disregards its fans is not engaging in a labor of love; rather, it is merely a vanity project for a patron who prioritizes the sentiments of his close allies.

The duo of Briel and Schütz may have benefitted from avoiding the contentious issues arising from the Heidelberg court’s decision, which did not wholly favor them.

In workplace politics, the term “innocent victims” should be avoided; it is better reserved for those in dire, life-threatening circumstances rather than individuals navigating conflicts in a privileged environment.

At least Briel and Schütz made an effort to oppose Hopp. Though the situation could have been handled differently, their determination against one of the most obstinate figures in German football is commendable. Hopp too could have opted to let the issue fade; after all, the court reached a compromise ruling, a term many seem not to grasp.

Speculation suggests that head coach Christian Ilzer and sporting director Andreas Schicker may seek to leave this tumultuous environment. Others believe Schicker could be promoted amidst the upheaval. Ultimately, this editorial contends that the fate of these individuals is less significant than the disregard shown towards the club’s supporters.

Fans who invest time, energy, and finances into supporting TSG have felt largely overlooked in this situation. Their efforts, including organizing the “Nie Wieder Wittmann” protests, went unheard.

Hopp, who struggles to justify his amassed wealth, should endeavor to listen to those who buy tickets to his club rather than prioritizing an agent who has also benefited disproportionately from their association.