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Sports Partnerships

Team AkzoNobel

By leveraging IoT provided by the SAP Leonardo IoT Edge technology, team AkzoNobel has equipped each sailor with biometric sensors, allowing them to capture fitness levels and degree of exhaustion during racing, so they can optimize their performance.

Read more about the technology here

Watch the SAPPHIRENOW presentation

Adler Mannheim

Adler Mannheim is one of the most successful ice hockey clubs in Germany, but 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. 

City Football Group

City Football Group (CFG) encompasses four clubs and six teams around the world. With hundreds of millions of fans, CFG leverages SAP Cloud Solutions to simplify global operations and enhance how fans access and consume data online and at the stadium.


IoT has found its way into equestrianism. SAP Equestrian Analytics takes fans of CHIO Aachen and Event Rider Masters for a ride on race day. Going beyond spectating, SAP Audience Judging empowers fans to take the judge's seat and co-score the competitors in real-time.

Extreme Sailing Series

Dynamic, complex, challenging – sailing combines it all! The special demands of sailing make it the perfect platform for SAP to bring its innovations to life. Cutting-edge solutions provide an unprecedented experience for fans and a competitive advantage for sailors.

FC Bayern Basketball

As the first team in the German Bundesliga basketball league, the FC Bayern Basketball club is using SAP Sports One to manage the team and players efficiently, and to optimize their 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 its interactions – and fans are cheering louder than ever.

German Football Association (DFB)

SAP solutions played a significant role in the German National Team’s (DFB) World Cup championship in 2014. But the game goes on, and so does its partnership with SAP. New data-driven insights continue to provide a competitive advantage for the DFB.

McLaren Technology Group

SAP solutions are used throughout the McLaren Technology Group to drive transactional efficiency and strategic insight across a diverse and complex business. Providing a platform for growth and flexibility, SAP enables McLaren to see quicker and act faster.

National Basketball Association

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 the plays associated with specific stats for an unprecedented interactive experience.

National Hockey League

From the cloud to the ice, and beyond, the 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 Giants

The New York Giants are an NFL team with four Super Bowl championships, most recently winning in 2011. On Giants gamedays at MetLife Stadium, fans venturing to the SAP Plaza have the chance to interact with Giants alumni and Paul Dottino of CBS New York as they break down the winning insights of the upcoming game.

New York Jets

The New York Jets are an NFL team that plays in the AFC East Division at MetLife Stadium. The Jets won Super Bowl III in 1969 and were founded in 1960 as the AFL’s New York Titans. On Jets gamedays, fans in the SAP Plaza have the chance to interact with Jets alumni and Jeane Coakley of SNY as they break down the winning insights of the upcoming game.

New York Knicks

The New York Knicks are an NBA team that plays at Madison Square Garden in Manhattan. The Knicks are two-time NBA Finals champions and SAP enhances the game day experience for fans through the new Memorable Moments MSG Concourse Wall. 

New York Yankees

With over 4 million attendees each season, as an official sponsor of Yankee Stadium SAP has an incredible opportunity with immense access. The SAP Suite Level entertains thousands of guests as they come to enjoy America's Pastime at one of the most iconic stadiums in the world.

New York Rangers

SAP is the Official Cloud Technology Partner of the NY Rangers and their home ice at Madison Square Garden, providing the team and arena with technology that allows them to quickly analyze ticket sales and related revenues.

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.

Watch the SAPPHIRENOW presentation

Learn how they’re scoring goals on the ice—and in business

TSG 1899 Hoffenheim

It's a home match for SAP, with our headquarters only minutes away from the TSG 1899 Hoffenheim football club's stadium in Hoffenheim, Germany. The club uses cutting-edge technology from SAP to improve player performance. These innovations maximize player potential and help coaches make the right calls... to win it all!

US Sailing

SAP and US Sailing developed Universal Certification System (UCS), 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.

San Francisco 49ers

The San Francisco 49ers are a five-time SuperBowl championship NFL team. The 49ers are considered the #1 sports team in the Bay Area and Silicon Valley, providing a key opportunity to showcase SAP technologies with the team that plays at the premier outdoor facility in the key strategic market of Silicon Valley.

Women’s Tennis Association

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

See what the SAP community is saying

We all have a pulse. Hopefully yours is strong, and you monitor it often. But metaphorically speaking, as fans, our favorite team has a pulse as well, and it’s important to keep your finger on it.

Undeniably the most prestigious tennis event of the four that make up the Grand Slams, Wimbledon attracts the best tennis players from around the world. 

Corporate Sponsorships Reimagined

Today’s fast-changing, technology-enabled marketing and consumer landscapes demand a new model of corporate sponsorship. So what does “sponsorship 2.0” look like? 


Explore the hottest topics in SAP Global Sponsorships


External News

The WTA's Steve Simon talks about how shorter tennis matches might become the norm in the future and how analytics are used to engage tennis fans.
Silicon Valley is welcoming Super Bowl 50 with open arms, extra Wi-Fi, some serious hospitality and plenty of gadgetry.
The Extreme Sailing Series is one of the world’s premier racing circuits, and in an effort to cement itself...

SAP Global Sponsorships

As the leader in technology software, SAP has expanded its relationships within the sports and entertainment world. Partnerships with world-class teams, leagues, and properties affords SAP the ability to create innovative, cloud-based solutions providing major value in three distinct ways:

  • On the field – SAP is improving player preparation and performance through real-time, data insights
  • In the stands – SAP is reinventing the fan experience at games, in stadiums, and across mobile devices, providing insights and engagement opportunities that bring them closer to their passion
  • In the boardroom – SAP is simplifying back-office operations, enabling leagues and teams to become more profitable and successful
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