“We’ve got a clear plan!”
Hertha BSC can look back on a proud history stretching back almost 130 years, full of tradition and plenty of memories. Over the last 20 years, the ‘Old Lady’ has also grown into a medium-sized business that makes over €130 million a year and employs 250 members of staff. With organisations of this size, it’s important to meticulously examine all areas of the company, including the processes, the structures and the focuses. Our club from the capital has done this since the start of the year at a great intensity in order to have a detailed plan with more than 40 initiatives from six different fields of action in time for the new season. The key questions were: What does Hertha BSC need to do in the next five years to be successful on the pitch and financially? What initiatives, resources, talents and skills do we need to make that happen? What does the business plan look like for the future and how can it be organised and implemented? What values do Hertha BSC stand for?
On Thursday, CEO Carsten Schmidt, Ingo Schiller and Fredi Bobic told the media about the work done, the findings and the club’s ambitions. “During our strategic process, we weren’t looking to reinvent the club. We wanted a clear and purposeful analysis of how Hertha BSC works – both the positives and negatives,” explained Schmidt, who came up with this idea when he became CEO in December 2020. The 57-year-old added: “We have identified strengths which we can build on and that we need to make use of to give the club a new impetus. On the other hand, there will need to be noticeable changes made internally to fulfil the club’s potential in the coming years. In short, we have thoroughly analysed all relevant business divisions and come up with a detailed list of measures to be taken, which we have already started with, to make Hertha BSC more competitive on a long-term basis. These measures are also supported by the club’s board. We know where we stand and where we want to go.”
[>]We want sustainable development – that means growing from an established Bundesliga side to an ambitious one. As the overall organisation, our job is to contribute in all areas to make it more likely that we will win more football matches and at the same time increase the economic power of the club.[<]
Sustainable development, ambitious plans
This new process also coincided with challenging times on the pitch for the club. “Our work was carried out with the same positive energy, the same team spirit, passion and focus that was shown by the team, the whole club and the fans at the end of last season, where Hertha BSC secured their Bundesliga status for another season.” Schmidt also stressed that the sporting side of things will always be the main focus. “We want sustainable development – that means growing from an established Bundesliga side to an ambitious one. As the overall organisation, our job is to contribute in all areas to make it more likely that we will win more football matches and at the same time increase the economic power of the club. We want to catch up with other clubs, both on and off the pitch and we will do all we can to achieve this. To do so, we’ve got an overall plan for all areas, which means all staff members can play their part too.”
Stabilisation and further development
Our managing director for sport, Fredi Bobic, went into detail about what measures and changes will be taken regarding the sporting side of the club: “We want players and coaches that know what it means to play for Hertha BSC, who will give everything they can for the club because they 100% identify with our values.” According to Bobic, the aim should be for the fans to be as passionate and happy as they were at the end of last season. “We saw the strength that develops when everyone gives their all for our colours.” As well as personnel and structural improvements to all areas, the sporting management are looking to develop a clear philosophy for all Hertha BSC sides. “Another topic to put more focus on is our squad planning. Character traits, players’ DNA and specific tactics regarding the signings will play more of a role.” After difficult times on the pitch, Bobic wants to ensure the club can stabilise themselves in the Bundesliga initially. “As athletes, we always have ambitious aims. Ambition is a part of sport and drives us on. Humility and realism are also a part of sport too, though, which we need to have after the last two seasons. However, that doesn’t mean we can’t set ourselves ambitious aims and do all we can to achieve them”, said the 49-year-old. “We will be fully committed to our work both on and off the pitch and put less energy into coming up with short and long-term goals.”
[>]As athletes, we always have ambitious aims. Ambition is a part of sport and drives us on. Humility and realism are also a part of sport too, though, which we need to have after the last two seasons. However, that doesn’t mean we can’t set ourselves ambitious aims and do all we can to achieve them.[<]
The advantages of Berlin
Economic growth in all areas will improve the chances of success on the pitch. “By 2025, we want to be in the top third of the table in terms of revenue,” summed up Ingo Schiller. “We are not just looking at how we can improve our income through business partners, matches or merchandising, but also by finding new sources of revenue.” Individually designed deals with partners as well as innovative sponsoring concepts, opportunities online, increased attendances, the benefits of being based in Berlin and partnerships with Berlin companies such as Autohero and Homeday can all help the club financially.
[>]By 2025, we want to be in the top third of the table in terms of revenue. We are not just looking at how we can improve our income through business partners, matches or merchandising, but also by finding new sources of revenue.[<]
More than football – social responsibility in Berlin
Finally, Schmidt spoke about more general points such as sustainability, digitalisation and the business culture at Hertha BSC. “People are important to us here. We want to help encourage talents, develop people and take advantage of diversity. This is a dynamic process that we are fully determined to pursue. At Hertha BSC, we value one another and stand for unity, diversity, pride, courage and diversity. These values are important to us and are part of our day-to-day business,” stressed Schmidt. “We want to be the club for all Berliners, firmly established in the capital. At Hertha BSC, the biggest sport club in Berlin, we are aware of our social responsibility. That has grown even more in the past few years and can be seen in the numerous initiatives we have come up with. We will continue doing this as well”. We still firmly believe that the future belongs to Berlin!
[>]At Hertha BSC, we value one another and stand for unity, diversity, pride, courage and diversity. These values are important to us and are part of our day-to-day business. We are aware of our social responsibility. That has grown even more in the past few years and can be seen in the numerous initiatives we have come up with. We will continue doing this as well.[<]
