After his career as a player Netzer offered to publish Hamburger SV's stadium magazine. The president, Paul Benthien, agreed on the condition that he also became general manager. Netzer spent eight successful years in Hamburg, during which time he completely transformed Hamburg's team, managed to sign famous coaches like Ernst Happel and later Branko Zebec, and led the club to three Bundesliga titles (1979, 1982, 1983). In 1983, Hamburg reached the final of the European Cup. With Horst Hrubesch, Felix Magath and Manfred Kaltz, Hamburg pulled off one of the biggest upsets in European Cup history by beating a Juventus side packed with Italian players who had won the World Cup a year earlier and two star import players – Michel Platini and Zbigniew Boniek. The years with Günter Netzer are today considered the most successful period in Hamburg's history.