SAP Global Sponsorships

SAP is at the forefront of transforming the sport and entertainment industries by helping athletes, performers, teams, leagues, and organizations run at their best.

Explore our focus areas

Through SAP solutions and innovations, we help our partners achieve greater success by improving performance, simplifying operations, and enhancing the fan experience.

Sports partnerships

SAP simplifies business operations for its sports partners, enabling leagues, teams, and organizations to become more efficient, profitable, and successful.

Learn more about our sports partnerships

Entertainment partnerships

SAP enhances viewers' experiences at games, events, in arenas, and across mobile devices, providing insights and engagement opportunities that bring them closer to the action and their passions.

Learn more about our entertainment partnerships

Sports ambassadors

SAP is helping build the next generation of “connected athletes” by supplying real-time data insights and analytics to elevate their preparation and performance when it counts.

Learn more about our sports ambassadors

Discover game-changing technology in sport

Love sport? Our Podcast brings you news about how technology is enhancing the fan experience, optimizing player performance, and simplifying sports business operations.

Everyone is a fan of something

Whether you're a fan, player, or coach, technology is providing a competitive advantage for those that embrace it. How is it done? SAP partners with world-class players, teams, and leagues to create innovative solutions. Join host Bonnie D. Graham as she invites you to take an additional coffee break and listen to our new series on how technology is changing the game in sport.