An online lecture was held by Mr. Hans Sieger, Head of International Affairs at Borussia Dortmund onHachioji Campus

On Thursday, May 29, 2025, an online lecture was held for students attending Teikyo University's Hachioji Campus by Hans Sieger, head of the international department at the German soccer club Borussia Dortmund. Our university and the club signed an academic research partnership agreement in June 2018, giving our students the opportunity to learn directly from Dortmund's management know-how.

The lecture was conducted in a classroom on campus with about 100 students gathered in a format Faculty of Economics Department of Business Administration Associate Professor facilitated by Masaaki Aoki and Faculty of Languages and Cultures Department of Foreign Languages Associate Professor interpreted by Misato Matsuoka.
Mr. Jieger spoke on the theme of "Dortmund's Internationalization Strategy," including the differences between the North American and Asian markets, and the current status and challenges of the global market from a sponsorship perspective, as only a club team that operates on a global scale can. During the Q&A session that followed the lecture, many questions were asked by the students, and a fruitful exchange was achieved.
In a questionnaire to the students after the lecture, one student commented, "It was a very valuable opportunity to hear about the management of a foreign professional soccer team such as Borussia Dortmund, and I am very glad that I participated. The most impressive impression was that, as a management strategy, the team itself goes to the fans rather than welcoming them, which is an unbearable strategy from the fans' point of view.
We will continue to create opportunities for students to learn sports marketing through practical experiences.

For more information on collaborations with professional sports teams, click here

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