HSV boss Huwer: “One of Bundesliga’s absolute top brands” | OneFootball

HSV is on course to become an established part of the Bundesliga again. Off the pitch, CEO Eric Huwer sees his club in a leading position.

In a detailed interview with Hamburger Abendblatt, he spoke about the development of recent years as well as future ambitions. The 42-year-old sees a clear approach that emerged from the years of failure as key to the upturn: “In 2024, we gave ourselves a strategy — Vision 2029/30 — which we didn’t trumpet to the world, but instead implemented. More action than announcements. That includes trusting our own people: a coach from within our own ranks, an assistant coach from within the club, an e.V. president from the Nordtribüne, decision-makers with club DNA, and fan-centered decisions. All of that has worked out pretty well.”

As a result, HSV now no longer stands for “chaos, circus, and scandals.” In fact, it is once again being perceived as a professionally run top-flight club, something that had arguably not been the case for more than a decade, and not only because of its league status. Coach Merlin Polzin enjoys an excellent reputation in the industry. Transfers such as the loans of Luka Vuskovic and Fábio Vieira, or the permanent signing of Albert Sambi Lokonga for a fee of just €300,000, have earned the Hanseatic club recognition across Germany.

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Huwer explains why HSV is “one of the absolute top brands”

With six matchdays remaining, HSV is six points clear of the relegation playoff spot. It therefore has an excellent chance of staying up, which Huwer would regard as an “even greater achievement” than promotion. In sporting terms, however, responsibility lay with board member for sport Stefan Kuntz, who left at the start of the year, and with sporting director Claus Costa, who has since moved even more into the spotlight.

The Saarland native — as the only remaining board member, also responsible for the club’s public image — mainly handles finances. He is equally positive about his area of responsibility: “We sell the third-most jerseys in the Bundesliga — only Bayern and Dortmund sell more. But it’s not just our merchandising numbers that are good. Since 2017, we have completely paid off our net balance sheet debt of €75 million.”

Nur die Raute – All the news about HSV

Huwer, who has been with the club since 2014, continued: “We also have the most away fans in all of Germany, and our own stadium is always full anyway. Not only the standing areas, but also the boxes and business seats are always sold out. In all modesty, and looking at the reach and the numbers: we are one of the absolute top brands in the Bundesliga. But that didn’t just fall into our lap — it is the result of damn hard work.”

How HSV wants to continue developing

However, Huwer is not satisfied with the status quo: “We want to keep growing, but in a healthy and sustainable way.” Accordingly, HSV will also have to keep a relatively low profile in the near future — provided it stays up: “Realistically, the top third with the factory clubs and top teams remains very firmly set. Also because of the TV revenue distribution key.”

Nevertheless, those in charge want to “close the gap to the established clubs: through TV revenue, smart investments, and better conditions.” Eintracht Frankfurt and VfB Stuttgart have shown in recent years where that path can lead when smart decisions are made in economically strong locations. HSV is still a long way from that at the moment. The ambitious Huwer will no doubt be aware of that.

Photo: Getty Images

This article was translated into English by Artificial Intelligence. You can read the original version in 🇩🇪 here.