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A special online lecture by Borussia Dortmund's campaign manager was held atHachioji Campus

On Wednesday, June 24, 2026, Teikyo University held an online special lecture for students attending Hachioji Campus. The lecture was given by Julia Schulz, Campaign Manager at BVB Merchandising GmbH, a subsidiary specializing in merchandising for Borussia Dortmund, a top football club in the German Bundesliga. Teikyo University and the club signed an academic research partnership agreement in June 2018, giving Teikyo University students the opportunity to directly learn about Borussia Dortmund's management know-how.

This lecture was held in a classroom on campus with approximately 100 students in attendance, in a format where Masaaki Aoki (Faculty of Economics, Department of Business Administration, Associate Professor) served as the moderator and Misato Matsuoka (Faculty of Languages and Cultures, Department of Foreign Languages, Associate Professor) served as the interpreter.Speaking on the theme “How Do You Create a ‘Must-Have’ Jersey?”, Mr. Schulz discussed club management from a marketing perspective, covering topics such as the concepts behind each season’s uniform designs, sales campaigns, and strategies for expanding the fan base while maintaining the club’s rich tradition.During the Q&A session following the lecture, students asked numerous questions, such as “How do you determine the target age group when creating uniform designs?” and “What are the guidelines for featuring players in promotional advertisements?” The session featured a lively exchange of questions and answers and served as a valuable opportunity for interaction.In a survey conducted after the lecture, students shared feedback such as, “I was able to connect what I’m learning at university with real-world practice,” and “It was a meaningful opportunity for thinking about my future career.”
Moving forward, our university will continue to create opportunities for students to learn about sports marketing through hands-on experience.

Click here for information on collaboration with professional sports teams.
The report on the overseas sports management training is available here.

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