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Entertainment 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.

Featured Partnership: Coldplay

SAP partnered with Coldplay, one of the most celebrated and purpose-driven acts in music today, to help the group achieve its sustainability initiatives around their upcoming world tour. With the launch of the SAP developed Music Of The Spheres World Tour App, Coldplay has tapped into the power of SAP Business Technology Platform, SAP Cloud for Sustainable Enterprises, and SAP Analytics Cloud to empower fans to better understand their carbon footprint. By combining interactive and immersive experiences, Coldplay fans can engage with the band and other fans to make more eco-friendly travel decisions when attending shows.

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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 fulfil its mission of invoking the imagination, provoking the senses, and evoking the emotions of people around the world.


Located in Hamburg, Germany, the Elbphilharmonie is Europe’s most technologically advanced and innovative concert venue, inspiring visitors from all over the world.

Levi’s Stadium

Levi’s Stadium, home of the NFL’s San Francisco 49ers, is often recognised as the world's most technologically advanced stadium. It embodies SAP’s vision to simplify game-day experience and operations for players, employees, fans, and the stadium itself.

SAP Arena

SAP is the main sponsor of the 15,000-seat SAP Arena in Mannheim, Germany. One of the most modern sports and event halls in Europe, SAP Arena hosts more than 100 events and one million visitors each year. Attractions include the ice hockey home team Adler Mannheim and the Rhein-Neckar Löwen handball team, as well as cultural and corporate events, concerts, and TV shows.

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