FC Bayern München AG
Customer Snapshot: Overview
400,000,000 fans worldwide
Success in major league sports is about much more than winning games. FC Bayern München AG knows this, which is why Germany’s most successful soccer team has partnered with SAP to simplify the global fan experience and increase merchandise sales.
“We need scalable systems…to be able to react quickly to our fans’ inquiries, so it’s innovation that mainly drives our IT needs.”–Michael Fichtner, Head of IT, FC Bayern München AG
FC Bayern München AG
Line of Business
Marketing, R&D/Engineering, Sales, Sustainability
SAP Customer Engagement Intelligence, SAP Customer Relationship Management (SAP CRM), SAP ERP, SAP HANA, SAP HANA Enterprise Cloud
Sports & Entertainment
Run Simple, Run Live, Sports
Customer Snapshot: History
Winners in Red Shorts
FC Bayern München AG (FC Bayern) is a German sports club that is perhaps best known for its professional soccer team. FC Bayern plays in the Bundesliga, the top-tier of the German soccer league system, and is the most successful club in German soccer history with 24 national titles and 17 national cups.
Customer Snapshot: Business Model
Making Money On and Off the Field
The professional soccer club, FC Bayern München AG is privately owned by shareholders Adidas, Audi, Allianz, and the sports club FC Bayern München e.V. The soccer club earns revenues from ticket sales, merchandising, broadcasting, and sponsorships.
We live on emotions.
Customer Snapshot: Success Strategy
According to Forbes magazine, FC Bayern is one of the ten most valuable sports brands with more than 300 million fans worldwide. On the soccer pitch, the team is also one of the most successful. Besides being the reigning Bundesliga champions, seven players from FC Bayern played on the German national team that won the 2014 FIFA World Cup.
Reaching their vision.
But reaching the top and staying there are very different propositions. So, FC Bayern is placing its confidence in innovative technology to continue improving the club’s performance in every dimension.
Complex Sports and Complex Businesses
The world of soccer is a complex and demanding business. To keep FC Bayern competitive on and off the pitch, they needed to migrate and optimize business processes on one platform to support international growth, analyze player health and performance, and personalize fan experiences to increase engagement and loyalty.
Our systems are analyzing over 900,000 dialogue steps per hour after a game.
Co-Innovation to Drive Success
To help FC Bayern achieve its sporting and business goals, SAP has agreed to a three-year platinum sponsorship of the club in which the two organizations will co-innovate on solutions aimed at improving fan experiences, player performance and health monitoring, and business processes.
Enter SAP: The SAP Experience
Real-time Capabilities in Record Time
SAP and FC Bayern collaborated to migrate the soccer club‘s SAP ERP application and SAP BusinessObjects business intelligence (BI) solutions to the SAP HANA platform. They completed the upgrade and data migration in a record-breaking 11 weeks. FC Bayern also deployed SAP CRM powered by SAP HANA to intensify fan experiences through personalized offers.
11 weeks to migrate SAP ERP and SAP BusinessObjects BI solutions to SAP HANA.
Anticipating What Fans Think and What the Players Do
SAP software is providing a broad range of opportunities to advance FC Bayern’s success. Real-time views of fans enable tailored offers based on their needs, preferences, past interactions, and current context. SAP CRM powered by SAP HANA also supports monitoring and analysis of social media sentiment to proactively engage with fans. Real-time customer insight is helping the club develop new products and services based on emerging demand.
Better Business: Benefits
Aiding Global Recognition
FC Bayern is expanding and strengthening its global brand recognition with enhanced experiences for fans in Germany and around the world. By capturing finer details about fans, the club is able to bring them closer to the game and the team with relevant, personalized content.
After migration to SAP HANA, FC Bayern recorded performance improvements of 70% in ERP, and even 80% in SAP Business Warehouse.
Better Business: Run Simple
By engaging SAP, FC Bayern has the technology to achieve three major goals: business process optimization to support international growth; monitoring and evaluation to enhance player performance; and personalization capabilities to give each of its 300 million fans the best possible experience.
An important strategic goal at FC Bayern is to increase merchandise sales.