On 20 April 2026, the Sheffield Hallam University module "Responsible and Ethical Business Practice" (REBP) welcomed a distinguished guest to the classroom: Benjamin Wahl, General Manager East Asia for the renowned German football club Borussia Dortmund (BVB).
The guest lecture provided students at The Sino-British College (SBC) with a rare "behind-the-scenes" look at how one of the world's most successful sporting organisations navigates the complex landscape of modern ethics and sustainability.
Sustainability Beyond the Pitch
Invited by faculty member and module leader Christian M. Göttker, MBA, Benjamin introduced the students to Borussia Dortmund’s comprehensive Sustainability Statement, which is built on the three pillars of Environment, Social, and Governance (ESG). Rather than treating sustainability as a peripheral PR exercise, he demonstrated how BVB integrates these values into its core operations.
Highlighting tangible impact, Benjamin shared details on several meaningful projects, including:
•Water Conservation: Innovative initiatives designed to reduce the ecological footprint of large-scale sporting venues.
•Football for the Blind: A powerful social project demonstrating BVB’s commitment to inclusivity and the belief that football belongs to everyone.
Navigating the "Stakeholder Balancing Act"
A key theme of the lecture was the practical challenge of modern management. In a world of competing interests—from passionate fans and commercial sponsors to local communities and global investors—Benjamin discussed the difficult task of balancing stakeholder interests.
He challenged students to think beyond the "Standard Position" of profit maximisation, exploring how a "virtuous" organisation must manage its reputation through consistent, ethical habits of conduct.
Inspiring Future Careers
Beyond the ethical frameworks, Benjamin offered valuable career advice for the next generation of business leaders. He highlighted the rapid evolution of the sports marketing industry and encouraged students to explore the diverse career opportunities emerging within this dynamic field.
A Spirited Exchange
The session was not just about theory; it was a celebration of partnership. Benjamin surprised the class with several BVB gifts, including an original team jersey, which served as a highlight for the students in attendance.
To mark the occasion, Professor Laura Bishop, Executive Dean of The Sino-British College, USST, officially welcomed Benjamin and presented him with a small gift as a token of appreciation from the college. Professor Bishop praised the lecture as "extremely insightful and valuable," noting that hearing from a global practitioner like Benjamin is instrumental in helping students bridge the gap between academic theory and real-world impact.
The "Responsible and Ethical Business Practice module" at SBC continues to bring industry leaders to our students to foster critical thinking and responsible leadership in the global marketplace.
