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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.

San Francisco 49ers

San Francisco 49ers is a five-time Super Bowl championship NFL team. 

Considered the top sports team in the Bay Area, San Francisco 49ers 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.

Manchester City

Manchester City is one of the most recognizable sports teams in the world, on and off the pitch. 

As part of a long-term global partnership and as the club’s official cloud software provider, we have collaborated on bringing cutting-edge SAP technology to the dugout during matches using SAP Sports One. In addition, working in collaboration with City Football Foundation’s “Cityzens Giving”, SAP has developed an analytics platform to help measure the impact of life-changing projects taking place throughout the world. We are proud to use our technology to shine a spotlight on how soccer changes lives.

Mercedes-AMG

SAP partnered with Mercedes-AMG Customer Racing and its performance team BLACK FALCON during the 24-hour race at the Nürburgring in 2018. 

The team consisted of Adam Christodoulou (Great Britain), Maro Engel (Germany), Manuel Metzger (Germany), and Dirk Müller (Germany) and took an excellent second place with the Mercedes-AMG GT3.

Cirque du Soleil

SAP is the cloud business management software supplier of Cirque du Soleil.

Since 2001, world-renowned leader in live entertainment Cirque du Soleil Entertainment Group has run SAP solutions across its finance, procurement, sales, distribution, logistics, inventory management, and production systems. In 2019, Cirque started to use Experience Management solutions from SAP for post-show guest surveys at all Big Top and resident shows. SAP technology has helped Cirque digitally transform its daily operations. This has empowered the brand to fulfill its mission of invoking the imagination, provoking the senses, and evoking the emotions of people around the world.

TSG 1899 Hoffenheim

SAP and German Association Football Club TSG 1899 Hoffenheim 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.

Mercedes-Benz EQ Formula E Team

SAP is the official business performance partner of the Mercedes-Benz EQ Formula E British racing 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.

Ingrid Klimke

Ingrid Klimke is an international eventing and dressage rider and one of the most-admired equestrian stars in the world. 

The International Equestrian Federation's Athlete of the Year in 2019, Ingrid Klimke 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 is 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”.

Team Liquid and eSports

Founded in 2000, Team Liquid has evolved into one of the leading and highest valued multi-game international esports organizations.

Team Liquid is headquartered in Utrecht in the Netherlands and Los Angeles, United States. The team is made up of more than 70 players competing in various games, including all major esports titles such as Dota 2 and League of Legends. As the official innovation partner, SAP works on analytics for Team Liquid’s professional teams, helping them improve their competitive performance. 

Building on this expertise, SAP is also partnering with multiple tournament organizers to enhance live broadcasts by providing innovative insights into strategies and match tactics.  Ultimately, this supports the esports ecosystem and delivers an even more exciting viewing experience for fans. 

A feature-long SAP documentary called "A New Perspective" provides insights into the work and technology that goes into esports events. 

Sarah Hauser

Maui-based professional windsurfer Sarah Hauser is one of our newest and most exciting partner announcements, as SAP looks ahead to the new decade. 

With a background in computer science and a host of topflight windsurfing titles to her name, Sarah is a strong values ambassador. She is also an ocean advocate, a beacon of female excellence in sport, and offers a firm test bed for future innovation projects on the water.

IMG Fashion Week

Tech and fashion meet to deliver personalized and unique consumer experiences across the globe.  

IMG Fashion owns and operates some of the industry’s most iconic moments, including New York Fashion Week. As a partner, SAP has the opportunity to showcase its innovative technology to enhance the Fashion Week experience for designers, media, and consumers while continuing to expand SAP’s growing presence in the fashion industry. The SAP and IMG partnership curates a global hospitality program that offers SAP’s key clients, prospects, and executives the opportunity to experience Fashion Week like no one else.

Ernie Els

Golfer Ernie Els has achieved more than 60 wins, including four Majors.

In 2011, Ernie's legendary status was confirmed when he was inducted into the World Golf Hall of Fame. The former world number one is also known as "The Big Easy" due to his imposing physical stature and easygoing persona.

San Jose Sharks

San Jose Sharks is a professional ice hockey team and a member of the Pacific Division of the Western Conference of the National Hockey League.

SAP helps the San Jose Sharks® organization run at its best by improving performance at the SAP Center and in day-to-day operations. The SAP Center recently celebrated its 25th anniversary and serves as the primary stadium in San Jose, California.

Adler Mannheim

Based in Mannheim, Adler Mannheim is one of the most successful ice hockey clubs in Germany and its fans are the club’s most important asset. 

Based at the SAP Arena, Adler Mannheim uses SAP solutions to manage its business and provide the perfect fan experience while gaining a 360-degree view of their needs. The club uses an SAP mobile app to connect fans with the team they love, while enabling them to make mobile payments and offering mobile ticketing and loyalty schemes. This provides a great example of how an innovative digitization strategy can increase competitive advantage.

MetLife Stadium

MetLife Stadium is located in East Rutherford, New Jersey, and is home for two NFL franchises, the New York Giants and the New York Jets. 

A gate enabled by SAP technology welcomes fans and gives them the opportunity to learn the numbers of the day's matchup, while our 50-yard-line suite lets our guests experience gameday right in the action.

Rhein-Neckar Löwen

Rhein-Neckar Löwen is a two-time German champion handball team founded in 2002 and based in Mannheim, Germany.

SAP Arena welcomes excited handball fans at every home match played by Rhein-Neckar Löwen and the team benefits from innovative SAP solutions, enabling it to run better. Thanks to SAP Sports One, people in different roles can improve their performance. Players can prepare to meet their opponents, medical staff can make thorough team health checks, and trainers can access match preparation information in real time.

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