Borussia Dortmund GmbH & Co. KGaA has published its second Sustainability Report, documenting the path we have mapped out for ourselves in order to ensure that we act responsibly and sustainably. Last season was a source of frustration all round: for our players, for the coaching team, for the club’s officials and particularly for BVB’s fans. Although we achieved our objective for the season by qualifying for the Champions League, the fact that fortunate circumstances played in our favour, as well as the fact that the team rarely displayed a convincing performance, prompted us to review our strategy and make a number of structural changes.
From a footballing perspective, the motto for the 2018/2019 season is “A new beginning”. We have already made decisions in a large number of areas and put them into practice in order to secure our sporting success as we move into the future, too.
We signed an experienced coach with a strong strategic focus in Lucien Favre, while also securing the services of Sebastian Kehl, a BVB insider with a wealth of football knowledge who will be working closely with the team in the interests of the club and the squad. Matthias Sammer also joined the club as an external consultant.
In the second half of last season, it became evident that we need an improved mix of technically high-quality football and a winning attitude. Embodying the club‘s identity and winning mindset, being hungry for success and generating friction and momentum on the pitch in the spirit of competition – these are the hallmarks we want to instil.
We also want our identity to shine through on the pitch. We know where our roots are and we know where we are headed. This is something we took another close look at last year in order to refine certain aspects of our identity. The outcome of this process will have a marked impact on decisions in all areas of the Company.
We want to stay hungry so that we continue to rank among the world‘s elite clubs. We will maintain our fighting spirit and get down to business, driven by our faith in our united strength. And we will stay humble. With our Westphalian roots deeply entrenched in the Ruhr region, our home and our fans are where we belong.
The success of our youth academy, which focuses on these very values, shows that this is the right approach going forward. With our “boys from Dortmund” concept, we are working on striking the right balance between footballing finesse and the right mentality. We attach great importance to personal responsibility and personal development as part of our responsibility towards young people.
Pride and apprehension – these are also part of BVB’s identity. Our fans are proud of what we have achieved but know all too well that success cannot be taken for granted. Particularly after a difficult season, closing ranks with our fans is especially important. This gives us an indication as to whether we are on the right track.
As a part of this process and in the interests of our sustainable development, we held a large number of talks with internal and external stakeholders. BVB has now laid the foundation and defined the topics it wants to focus on. This will allow us to progress in a structured manner and set specific strategic focal points for our work, helping to ensure that we are successful, while at the same time adopting a responsible approach, in the long term. Just one aspect that has emerged from this process are the discussions surrounding reusable stadium cups, driven by the quest to find a new sustainable and feasible solution.
This report will look at some of the other steps we are taking as we move towards our common future. We hope you enjoy reading this report.
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