TSG Hoffenheim: Igniting a spirit of innovation for success
Explore the TSG Hoffenheim journey with SAP
TSG Hoffenheim has made a name for itself, both nationally and internationally, since it was promoted to the Bundesliga in 2008 and began qualifying for international competitions. The club has also become a talent factory, developing international stars. In close cooperation with SAP, TSG Hoffenheim is working on innovative solutions that give the club a decisive advantage in the modern soccer business – both on and off the pitch.
| Industry | Region | Company Size |
| Sports and Entertainment | Hoffenheim, Germany | 350 employees |
Expected time savings at stadium sales kiosks with pre-ordering and fast lane pickups
Transactions processed in the PreZero® Arena on sold-out match days
Employees benefit from improved HR processes
Managing Director, TSG Hoffenheim
Successful in all areas
TSG Hoffenheim has eternalized itself in Bundesliga history with its unique promotion story. The club worked its way up from the amateur leagues to the Bundesliga in record time and has been successfully established for years – thanks in large part to its excellent talent development program.
In fact, talent development is a central aspect of TSG Hoffenheim’s business model. By developing top players, the club can generate important transfer revenues to stay competitive at the highest level – both economically and athletically.
The prerequisite for this is optimal working conditions for players and staff, but also a modern digital infrastructure that enables data-driven insights into the performance and fitness of players. Another important key to success is offering TSG Hoffenheim fans an unforgettable experience in the stadium.
Taking a fan-centric approach
To guarantee flexible, simple, and secure ticket sales, TSG Hoffenheim uses SAP Event Ticketing. With this solution, the club can initiate marketing and promotional price campaigns, and manage day and season tickets on the go. All tickets are available in digital format, enabling fans to use the official TSG platform for exchange and transfer.
On game days, SAP Customer Checkout enables a smooth process for both fans and the club at more than 100 kiosks in the PreZero Arena. Thanks to the option to pre-order food and beverages via smartphone and a fast lane for pickup, fans in the stadium can get their orders faster. The club benefits from real-time monitoring and live forecasting of sales throughout the stadium, ensuring that drinks, food, and merchandise are always available for purchase. Fans can also order the jersey of their favorite player at any time via TSG Hoffenheim’s online store, which is based on the SAP Commerce Cloud e-commerce platform. A chatbot is available during the purchasing process to answer questions.
Digitalizing team management
Part of TSG Hoffenheim’s recipe for success is a highly developed sports performance management system. SAP Sports One supports the club in digitalizing its sports performance management by coordinating all administrative, training, team management, and medical processes. To remain a top team, TSG Hoffenheim also uses the scouting functions of SAP Sports One. The solution helps consolidate and evaluate data on more than 200 different aspects of player performance: be it heart rate and pulse, athletic and cognitive performance data, or even subjective feedback from players.
Without its powerful team of employees behind the team, TSG Hoffenheim’s achievements would be unthinkable. With SAP SuccessFactors solutions, the club supports its employees through powerful cloud-based HR management software.
A central component in the club’s IT infrastructure is SAP ERP, which supports efficient management of all business areas, including finance, controlling, and business partner management. With SAP Sales Cloud, the club connects data and sales processes, helping it to identify and take advantage of synergies.
At TSG Hoffenheim, data analysis is an important key to success. With SAP Analytics Cloud, the club can analyze data from ticketing, catering, merchandising, player performance, and financial data to make informed decisions.
Managing Director, TSG Hoffenheim
Digitalization in all areas of the club
In one of the world’s most competitive soccer leagues, it is crucial to stay one step ahead of the competition. The use of data enables TSG Hoffenheim to perform intelligent analyses both on the pitch and in a business context, which has a significant impact on the club’s sporting and commercial attainment. TSG Hoffenheim uses SAP solutions to ensure a first-class experience, from ticket purchases to stadium visits and merchandise purchases.
The cloud-based SAP Sports One solution simplifies sports administration in all areas and unifies it in one platform. With connected HR, sales, and business management systems, TSG Hoffenheim is also equipped for a bright future off the pitch.