The change of coaches at 1. FC Union Berlin is not only making headlines worldwide but also ringing the cash registers. Since the promotion of Marie-Louise Eta (34) as the first female head coach in Bundesliga history, the Eta hype is spreading in Köpenick – and it pays off financially for the club. Extra for Eta’s historic debut at the home game against Wolfsburg (1:2), the “Iron” put the “Football Goddess” scarf, which has been available for purchase for a while, on sale for 15 euros. Much to the delight of the fans!
Everywhere in and around the stadium, the scarf was visible: fans posed with it in front of the “Alte Försterei” sign, held it up at Eta’s introduction, and chanted her name while waving the scarf. Posters and banners also appeared, such as: “The best signing of the season? Marie-Louise Eta!” The Union fans are proud of their coach – the scarf is not the only testament to that. A fan even produced an AI song for Eta. The title: “Marie-Louise Eta: Iron and Real”. The song was released online and is already gaining attention on the internet.
A fan holds up a sign for Marie-Louise Eta (34) during the home game against Wolfsburg (1:2). Photo by picture alliance/contrastphoto.
Union markets itself cleverly. Recently, you could buy the famous “Schiebermütze Eisern Union” by former coach Steffen Baumgart (54) at the “Union Zeughaus” store (price: 34.95 euros). Just in time for the release of the “Peaky Blinders” movie, the club released the hats – Baumgart’s trademark. Coach even modeled for the website photos – dressed up in shirt and suit. András Schäfer (26) and Tom Rothe (21) also posed with them. A hat with a cult status: Baumgart made the Schiebermütze popular at 1. FC Köln and at HSV. He regularly wore it on the sidelines – fans bought it in bulk from the fan shops. Now Union is benefiting financially from both coaches.
