Who is Marc Kosicke? The Powerful Man Behind Jürgen Klopp’s Return to the DFB

Marc Kosicke has emerged as a figure in the German national football team setup following Jürgen Klopp’s appointment as head coach. Official presentations and statements from the German Football Association (DFB) confirm that Kosicke operates as an external employee handling organizational matters for the coaching staff, underscoring the deep integration between the manager and his representative.

Partnership From Mainz to Nike

The professional relationship between Klopp and Kosicke dates back to 2005. At the time, Kosicke worked as a marketing director for Nike, while Klopp managed 1. FSV Mainz 05.

Klopp approached Kosicke’s office to pitch a role as a brand ambassador for the sportswear giant, bringing ready-made contracts drafted with his lawyer. Although Nike declined because the corporation restricted its contracts to players, the interaction led to a casual meeting in a pub over Weißbier. Kosicke later noted that representing Klopp was never part of his initial plan, yet Klopp became his very first client.

A Front-Row Seat at the DFB-Campus

When the DFB introduced Klopp as the new national team head coach at a press conference at the DFB-Campus in Frankfurt, Kosicke occupied a front-row seat in the plenum. Klopp stated during the introduction that the staff aims to “turn every stone,” requiring trusted personnel to manage operations alongside him.

While Klopp referred to Kosicke as his “co-trainer for strategy, development, and innovation,” DFB President Bernd Neuendorf clarified in association communications that Kosicke serves as an external collaborator who will coordinate organizational workflows for the entire coaching staff. Neuendorf acknowledged the close ties during negotiations, noting that Klopp and Kosicke function as a package deal. According to the DFB president, Kosicke serves as a vital interface with deep integration into the federation and direct access to leadership offices.

High-Stakes Negotiations in New York

Kosicke was present at the negotiating table in New York alongside Neuendorf and Vice President Hans-Joachim Watzke following the departure of Julian Nagelsmann. Under the new arrangement, Kosicke will no longer represent other managers.

Sky television expert Dietmar Hamann remarked that the integration of Kosicke creates a vulnerability regarding the influence wielded by Klopp.

From Footwear Deals to ‘Mia san mia’

The structure reflects Kosicke’s long-standing footprint within German football administration, having previously advised former national team manager and director Oliver Bierhoff. In 2007, Kosicke and Bierhoff co-founded the agency Project B, which later rebranded as Project Five.

Kosicke’s career in sports marketing includes stints with Adidas and Nike, where he managed footwear deals across the German-speaking market for prominent athletes such as Roger Federer and Dirk Nowitzki. Seeking independence, he identified a commercial gap in representing managers rather than just athletes. Beyond football, his agency’s roster has included managers like Sandro Schwarz, David Wagner, and Heiko Vogel, as well as Julian Nagelsmann until 2021, alongside handball player Juri Knorr, decathlete Niklas Kaul, and television host Sven Voss.

Shaping FC Bayern Munich’s Core Ethos

Beyond his work with coaches, Kosicke contributed to the branding of FC Bayern Munich. In 2008, during a flight, he met club patron Uli Hoeneß, who commissioned him to articulate the club’s core values.

Kosicke formulated the “Mia san mia” ethos, describing the assignment as waking up an identity the club already lived daily without a formal title. Although the presentation featured a typo noted dryly by Hoeneß—remarking that “The Mir is a space station”—the leadership team accepted the guidelines, though Kosicke did not retain licensing rights to the slogan.