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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 Partnerships

We simplify business operations for our sports partners, enabling leagues, teams, and organizations to become more efficient, profitable, and successful.

Take a closer look at SAP sports partnerships

The best teams, companies, and fans stay on top with advanced technology and in-depth insights.

Learn about our partners

Adler Mannheim

Adler Mannheim is one of the most successful ice hockey clubs in Germany and its fans are the club’s most important asset. Its mobile app is an example of how companies can intensify customer relationships through digitization and communication. 

CHIO Aachen, World Equestrian Festival

This is the one global event that every rider dreams about attending at least once in his or her career. Often dubbed “The Wimbledon of Equestrian Sports”, the Aachen, Germany–based festival takes place each July. The event attracts more than 350,000 spectators and features more than 500 riders fighting for Nations Cup medals in five disciplines. Many major SAP innovations for equestrian sports began at these amazing showgrounds.

City Football Group

City Football Group (CFG) includes four clubs and six teams around the world. With hundreds of millions of fans, CFG uses cloud solutions from SAP to simplify global operations and enhance experiences for fans accessing and consuming data online and at the stadium.

FC Bayern Basketball

As the first team in the German Bundesliga basketball league, FC Bayern Basketball club uses SAP Sports One to manage the team efficiently, and to optimize players' performance using data analytics.

FC Bayern Munich

No team dominates German soccer like FC Bayern Munich. But strong players need excited fans. This is why the club runs its end-to-end fan experience with SAP. A real-time view of fans enables FC Bayern Munich to personalize interactions and fans are cheering louder than ever.

International Equestrian Federation

Horses are a passion for millions of people around the globe. The International Equestrian Federation (FEI) is the governing body for the Olympic disciplines and seeks to reinvent the fan experience by bringing audiences much closer to the action. The FEI eLeague is an award-winning example of vibrant cooperation with SAP, the Official Analytics Partner of the FEI Dressage World Cup.

Mercedes-Benz EQ Formula E Team

In Formula E, every second counts and performance is measured by the tightest of margins. The Mercedes-Benz EQ Formula E Team has taken to the track for the very first time in the sixth season of the ABB FIA Formula E Championship. SAP technology is helping the team drive performance, both on and off the track, through the implementation of intelligent experience and data management.

As the team's Official Business Performance Partner, SAP provides software such as Experience Management solutions from SAP, SAP S/4HANA Cloud, and SAP Sports One to help reimagine performance and unlock potential.

National Basketball Association

The National Basketball Association (NBA) is the world’s leading basketball league. There are more than 4.5 quadrillion combinations of NBA statistics and SAP HANA powers these insights on Fans can view groundbreaking video box scores to watch play associated with specific stats for an unprecedented interactive experience. In 2019, SAP and NBA teamed up to create a new reality competition show called GM School, which highlights the role SAP data plays in informing NBA fans and teams. 

National Hockey League

From the cloud to the ice, and beyond, the National Hockey League (NHL) and SAP are committed to revolutionizing the sport of ice hockey. With and endless possibilities of player/puck tracking, fans are being engaged like never before. 

New York Yankees

With more than four million attendees each season, the Yankee Stadium provides official sponsor SAP with incredible opportunities to access a wide audience. The SAP suite entertains thousands of guests as they come to enjoy "America's Pastime" at one of the most iconic stadiums in the world.

San Francisco 49ers

San Francisco 49ers is a five-time Super Bowl championship NFL team. Considered the top sports team in the Bay Area, it provides a key opportunity to showcase SAP technologies with the team that plays in the key strategic market of Silicon Valley. In 2018, SAP and San Francisco 49ers launched Executive Huddle, a connected stadium system designed to help improve how the team captures, reports, and responds to game-day operations at Levi’s Stadium.

San Jose Sharks

SAP helps the San Jose Sharks® organization run at its best by improving performance at the SAP Center and in the day-to-day operations of the organization.

Team Liquid

Enhancing Team Liquid’s decision-making with data analytics from SAP is changing the way esports athletes develop. Team Liquid Co-CEOs Steve Arhancet and Victor Goossens explain why they chose SAP to improve their performance.

TSG Hoffenheim

TSG Hoffenheim and SAP have been partners for over 15 years. The success of this sponsorship comes from the club’s cutting-edge use of technology from SAP to maximize player performance, improve the fan experience in the stadium, and guarantee a smooth matchday. SAP Interactive Data Space is a unique collaboration room where all of TSG’s sporting and business data comes together and is analyzed using SAP solutions, making the team more productive.

World Sailing

SAP and World Sailing developed Universal Certification System, a powerful tool that simplifies the application process for sailors to register boats. Also, the creation of a live-tracking mobile app, SAP Sail InSight, provides sailors with valuable data for post-race analysis.

Women’s Tennis Association

SAP tracks more than forehands and backhands on the Women's Tennis Association (WTA) Tour. SAP works with WTA on a global scale to collaborate on innovative technology and analytics solutions that enhance the sport of tennis for players, coaches, media, and fans.

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