Former giants HSV could be forced to adopt new strategy as big investors line up to abandon sinking ship

10 July 2020

Photo: PA Images HSV players in disbelief after they lose at home to Sandhausen and realize that every hope of promotion is gone.

Missing out on promotion to the Bundesliga for the second season running has left HSV in financial dire straits.

Club patron Klaus-Michael Kühne, who owns 20 per cent of the shares as well as stadium rights, is threatening to cut off his financial support. But the threat could just be part of a political power struggle.

 HSV are about to lose €20 million on a TV deal through failure to reach the Bundesliga - big sponsor Emirates is also rumoured to want out of its contract.

Poor investments, lack of leadership and the neglect of strategy have turned HSV from Champions League contenders into a 2. Bundesliga outfit.

Svend Bertil Frandsen

HSV Coach Dieter Hecking ran his fingers through his hair, looked at the sky, and shook his head. In the stands, Sports Director Jonas Boldt and Head of Finance Frank Wettstein stared in disbelief at the pitch - unable to grasp the disaster that had just unfolded before their eyes. In the last game of the 2. Bundesliga season, "Die Rothosen" (the nickname for Hamburger SV) had just lost 1-5 at home against SV Sandhausen (a municipality with only 15,000 inhabitants) and for the second season running failed to secure promotion to the Bundesliga.

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