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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.

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.

Featured Ambassador: Cameron Champ

As a trailblazer within the golf community, SAP is proud to welcome Cameron Champ as one of our newest and most exciting partners. With values that align with the SAP brand, Cameron champions equality, STEM education, and autism awareness. Cameron is already an elite player on the PGA Tour and is poised to be a driving force in the golfing world for years to come.

Meet more of our ambassadors

Ernie Els

Golfer Ernie Els has more than 60 wins, including four majors. In 2011, his legendary status was confirmed when he was inducted into the World Golf Hall of Fame. The former World No. 1 is also known as "The Big Easy" due to his imposing physical stature and easygoing persona.

Wim Fissette

Wim Fissette is a veteran coach on the Women's Tennis Association Tour with four Grand Slams to his name, most recently coaching Angelique Kerber to victory at Wimbledon in 2018. He is the current coach of two-time Grand Slam champion Naomi Osaka. As a committed user of SAP Analytics, he has found enormous success and is a great proponent of SAP’s latest innovation in tennis, Patterns of Play.

Ingrid Klimke

As the International Equestrian Federation's Athlete of the Year in 2019, Ingrid Klimke is one of the most admired riders in the world, She has won countless titles over the last few decades and has appeared in five Olympics since 2000, winning one silver and two gold medals. As a rare exception, she has been nominated in two disciplines for the 2020 Olympics. Her amazing sense of courage, strength, and resilience combined with an absolute passion for horses is noticeable in every ride she takes. SAP is a proud patron of Ingrid’s champions “SAP Hale Bob OLD” and “SAP Asha P”.

David Leadbetter

David Leadbetter is widely regarded as the world's top golf instructor and is often recognized as the "man who invented the golf instruction industry.” David’s unmatched expertise and use of emerging technology make him a valued SAP ambassador.

Gary Paffett

Gary Paffett is a sporting and technical advisor as well as a reserve and development driver to the Mercedes-Benz EQ Formula E Team. His top-level experience in motorsport offers both his team and partners, including SAP, valuable insights into the skill and requirements of a racing driver. Gary's pure talent and expert knowledge and SAP’s experience in sports partnerships offer a winning formula for a successful collaboration.

Emily Penn

Ocean advocate, skipper, and co-founder of eXXpedition, Emily Penn has spent 10 years studying the impact that micro-plastic pollution is having on the world’s oceans, the environmen,t and our health. Through this multi-year partnership, SAP is supporting eXXpedition’s mission by creating a digital platform to educate people on actions they can take to reduce plastic waste in their local communities. We are sharing research, data, and insights from eXXpedition's voyage with SAP’s global customers and partners to help drive change that will ultimately create a cleaner ocean for generations to come. 

Stoffel Vandoorne

Belgian born racing driver, Stoffel Vandoorne, competes in the all-electric street racing series, the ABB FIA Formula E Championship. As an official driver for the Mercedes-Benz EQ Formula E Team, Stoffel will benefit from innovative solutions based on SAP technologies to help him and the Mercedes-Benz EQ Formula E Team operate at the highest level.

Throughout his career, Stoffel has proven time and again that he shares the same values as SAP - striving for success by going the extra mile and always being willing to adapt to take on new challenges. His experience, combined with SAP’s longstanding history in motorsports, represents an exciting collaboration for SAP and Stoffel as they take to the track in this landmark chapter in the ABB FIA Formula E Championship.

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