Bundesliga CEO Seifert: “Perfect Time To Change The Economic Framework Of The Game”

The great experiment continues. On May 16, the Bundesliga became the first major sports league to return to action amidst the COVID-19 pandemic. “It is a fact, unfortunately, that the virus has infected several thousand people, and 80 million have it in their minds,” Bundesliga CEO Christian Seifert says in an exclusive interview. “Games behind closed games are far from ideal, but to be given something that deflects from reality is something that is welcomed.”

The Bundesliga boss has been walking a tightrope in recent weeks between political pressure and the fundamental need to preserve the financial integrity of one of the world’s biggest sporting competitions. The restart of Germany’s topflight was debated hotly by journalists, experts, and politicians. Some political polls suggested that the majority of Germans viewed a return of professional football critically. At the same time, the restart of the Bundesliga provided record television viewership both domestically but also abroad in the United Kingdom and the United States. 

“We live in emotional, exceptional times, in which people are under a lot of stress,” Seifert says when asked about the political debate that accompanied the return of the Bundesliga. “I always tried to focus on the factual part of the discussion and not fall for populistic and polemic arguments. But at the same time, I tried to take seriously the part of the debate that brought forward serious concerns about the restart. On a personal level it was very complicated, as it had very little to do with the normal management of a professional league. It was crisis management.” 

A complicated situation. But Seifert also pointed out that the debate about the restart was important to create a framework in which the restart of the league was possible. “The games are as safe as it can get, and we showed that it possible to return to matches despite the very difficult framework.” 

Nonetheless, the continuation of the league remains on a knife’s edge. Robert Klein, the CEO of Bundesliga International, said one week ago that he hoped that the Bundesliga had earned the right to play another matchday. Since then, the Bundesliga has managed to complete two further full matchdays. 

“We have to keep the discipline, not just with what happens on the field but also between matchdays, and some of it will depend on luck,” Seifert says when asked whether the league will be able to finish. “Every week about 1,100 football players are tested for corona, and if the players behave responsibly, then they are healthy when they enter the pitch. Everything depends on discipline.” 

Seifert, however, highlights that in Germany thus far, the discipline among the players has been high. “Our concept can’t guarantee that players don’t get the virus as they are not in full quarantine and staying with their families,” Seifert says. “But it detects players that got the virus to prevent it being passed on to others.” 

Although there have been positive cases in the Bundesliga, only Dynamo Dresden has been seriously impacted. There the local health authorities determined a two-week quarantine for the entire club, which meant that Dynamo missed the first two matchdays. “The matchday is flexible enough to sustain a certain amount of teams [being placed in quarantine],” Seifert says. “It all depends on how often it happens and when. As we are talking, we are completing the 28th matchday, the league has decided to play into July if necessary, which increases the chances that we can finish. But it all depends on whether we can play the final matchday … that requires discipline and a massive logistical concept.”

Seifert also squashes rumors that some clubs were hoping to benefit from an early cancelation. “It was a strong signal that 17 out of 18 Bundesliga clubs and 18 out of 18 Bundesliga 2 clubs wanted to continue,” Seifert says. As Russell Crowe said in the Gladiator: ‘whatever comes out of the gate we have a better chance to survive if we work together.'”

With the Bundesliga back underway, the German topflight has the undivided attention of the world’s football community. But on Tuesday, Bayern Munich beat Borussia Dortmund 1-0 and is now seven points clear at the top of the table. “Frankly, domestically, a title fight isn’t that important; in Germany, you have the fight for the European spots and relegation,” Seifert says. “But for the international market, a fight for the title gets more attention. I want the battle for the title to be competitive, but this season other things are more important.” 

COVID-19 has provided not only highlighted a new reality but also the financial fragility of European football. Even the Bundesliga, which is the most sustainable league in Europe, has been pushed to the edge during this crisis. With this in mind, Seifert has been a big proponent of reform in European football. One aspect that has been mentioned is to cap salary, perhaps even in a similar fashion, then it is the case in North America. 

“The big question is whether EU regulations allow a salary cap, some legal experts say they don’t,” Seifert says. “But I think the framework is changing because of this crisis, in many economic branches. Even if no company in the world can protect itself from a pandemic of this size, Football would be well advised to learn from this crisis. Within two months, markets, production chains, and well in-tune systems were put in a stage of emergency with just one shock wave. Therefore, it isn’t surprising that clubs, which at the end of the day are just small companies, were hit hard.”

Seifert, however, also admits that football has become a fragile economic construct. “Time has come to look at ways to stabilize the economic foundations,” Seifert says. “Especially, as we are looking at times with limited economic growth. The top players will still be expensive. But some players will struggle as the transfer market is changing. With that in mind, it might be the perfect time to change the economic framework of the game.”

Manuel Veth is the editor-in-chief of the Futbolgrad Network and the Area Manager USA at Transfermarkt. He has also been published in the Guardian, Newsweek, Howler, Pro Soccer USA, and several other outlets. Follow him on Twitter: @ManuelVeth 


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