Frankfurt am Main – FC Bayern Munich’s honorary president, Uli Hoeneß, has publicly advised Eintracht Frankfurt against their recent strategy of rapidly selling off promising players for substantial transfer fees. Hoeneß, a long-time proponent of building and maintaining star-studded squads, believes Frankfurt is sacrificing long-term success for short-term financial gains. The comments came during an event hosted by the Frankfurt School of Finance & Management on March 20, 2026.
“Personally, I’m not a big fan of selling good players,” Hoeneß stated, according to reports from multiple German outlets. “I always say at FC Bayern: we’re a club that buys players, not one that sells them.” This philosophy, deeply ingrained in Bayern’s approach to team building, contrasts sharply with Frankfurt’s model of developing talent and then capitalizing on their increased market value.
Hoeneß directly addressed Eintracht Frankfurt board spokesman Axel Hellmann, suggesting he would eventually recognize the drawbacks of consistent player sales. “Axel Hellmann will come to realize that, in the long run, you lose substance with every sale,” Hoeneß said. “It’s nice to get 50 or 60 million once in a while, but what are the consequences?” The question underscores Hoeneß’s concern that Frankfurt’s approach, while financially lucrative, may be hindering their ability to consistently compete at the highest level.
Frankfurt has indeed become a notable selling club in recent years. In 2023, Randal Kolo Muani moved to Paris Saint-Germain for €95 million. More recently, Omar Marmoush joined Manchester City in January 2025 for €75 million, followed by Hugo Ekitike’s transfer to Liverpool FC in the summer of the same year for another €95 million. These sales have generated significant revenue for the club, but haven’t necessarily translated into sustained on-field success.
Currently, Eintracht Frankfurt finds itself in a challenging position. The team sits seventh in the Bundesliga standings, falling short of expectations. They as well experienced early exits from both the DFB-Pokal (German Cup) and the Champions League, prompting the club to part ways with former head coach Dino Toppmöller earlier this year. Albert Riera has since taken the helm, tasked with guiding Frankfurt back into European competition.
Hoeneß’s comments weren’t solely focused on criticizing Frankfurt’s transfer policy. He also emphasized the importance of investing heavily in top-tier talent, using Bayern’s recent acquisition of Harry Kane as an example. “Today I’d buy him for 150 million,” Hoeneß boasted, referring to Kane. “Because he’s a dream for Bayern Munich. A global figurehead. A good character, a role model for our youth, our 18-year-olds. He takes them in his arms. He tells them how to shoot the ball.”
While Bayern Munich paid around €100 million for Kane in 2023, Hoeneß believes the player’s value has already increased. This highlights Bayern’s willingness to spend big on established stars, a strategy Hoeneß clearly advocates for. Interestingly, Bayern has not received more than €45 million for any single player they’ve sold in recent years, with Robert Lewandowski’s move to Barcelona, Lucas Hernandez’s transfer to PSG, and Matthijs de Ligt’s move to Manchester United all falling within that range.
The contrast between Bayern’s approach – prioritizing acquisitions of established stars – and Frankfurt’s – developing and selling players – is central to Hoeneß’s critique. He believes that while Frankfurt’s model can generate short-term profits, it ultimately undermines the club’s ability to build a consistently competitive team. The question now is whether Axel Hellmann and Eintracht Frankfurt will heed Hoeneß’s warning and adjust their transfer strategy.
Frankfurt will look to Riera to turn things around quickly. Their next Bundesliga fixture is against Borussia Dortmund on March 29, 2026, a crucial match as they attempt to secure a European qualification spot. The outcome of that match, and Frankfurt’s performance in the remaining weeks of the season, will likely be heavily scrutinized in light of Hoeneß’s comments and the ongoing debate about the club’s long-term strategy.
The broader implications of Hoeneß’s remarks extend beyond Frankfurt. They raise questions about the sustainability of player trading as a primary business model for clubs in the Bundesliga and across Europe. While financial stability is crucial, Hoeneß’s argument suggests that consistently sacrificing on-field potential for short-term gains can ultimately be detrimental to a club’s ambitions.
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