“Wir haben so ein bisschen dieses ‚Made in Germany’ verloren in Deutschland,” said Marc Kosicke, external advisor to the German Football Association (DFB), speaking on the OMR Podcast.
Kosicke joined the governing body alongside national team coach Jürgen Klopp following the team’s World Cup exit last summer, DIE WELT reported. Under the working title “Deutschland Plus”, he aims to instill a new mentality within the national squad.
The strategy seeks to combine traditional German football virtues with the cultural influences of a diverse immigrant society. Kosicke described the squad’s multi-ethnic background as a reflection of a new Germany.
“All das, was die neuen Kulturen in unserem Land so dazu addieren, wie Freude, Kreativität, Leichtigkeit – das ist jetzt ja nicht typisch deutsch –, ist das, was bei Deutschland draufkommt,” Kosicke told the OMR Podcast. At the same time, he emphasized that core German traits remain part of the DNA, noting that players must still embrace hard work, running, and winning duels.
Kosicke described his role as handling soft factors, acting as a bridge between the coaching staff, players, society, media, sponsors, and the DFB leadership.
“Bei mir geht’s ja immer mehr um die weichen Faktoren. Was gebe ich dem Trainerteam und was nehme ich ihm ab, was zu ihrem Job gehört, aber was nicht deren Hauptkompetenz ist?” said Kosicke, the 55-year-old advisor.
His primary contacts within the federation include DFB Bernd Neuendorf and General Holger Blask, alongside Klopp. His responsibilities involve shaping messages directed at the players, the public, and media outlets.
The appointment of Kosicke and Klopp drew skepticism from prominent figures in German football shortly after they took on their advisory roles.
In August, Bayern Munich honorary president Uli Hoeneß publicly questioned the purpose of the arrangement. “Klopp und Co. haben den DFB übernommen, und das halte ich für falsch,” Hoeneß said at the time.
Kosicke confirmed that the disagreement has since been resolved. He said that everything was cleared up between him and Hoeneß following a telephone conversation.
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