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Sports & Entertainment

Engage fans on every level through world-class innovation in sports and entertainment

Win on the field, on the screen, and on the world stage when you gain a deeper understanding of players, patrons, visitors, fans, and customers. Our software can help you improve player and team performance, run your venue more simply, and maximize revenue by streamlining operations and increasing visibility into customer data and analysis.

Solve your specific sports and entertainment needs

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Gain a competitive edge by leveraging the digital transformation in sports

Outclass and outmaneuver the competition – on the field and off – by capturing, analyzing, and using data in real time to create the “digital athlete.” Transform traditional methods in athlete management, scouting, health, fitness, training, development, game execution, and compliance for an edge no competitor can copy.

Adapt your casino to disruptive change in the digital era

Welcome casino goers into a live experience that can grab and hold their attention in a fiercely competitive market. Make commerce seamless and technology invisible – so your guests are the only ones rolling the dice. Win new customer segments, boost nongaming revenue, and create an immersive entertainment atmosphere.

Find sports and entertainment software tailored to your needs

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SAP Sports One

Get ahead of the competition and simplify game-winning decisions with innovative technology that helps you identify, acquire, develop, and maintain the best personnel. Uncover the insights you need to create winning strategies and adjust on the fly – so you can reach championship-level performance. 

SAP Hybris Marketing Cloud

Improve customer engagement at every stage of the sales cycle and support everything from social, e-mail, and content marketing to marketing automation and advanced analytics. Understand the real-time intent of each customer and dynamically deliver personalized and relevant omnichannel experiences.

Transform your business faster with help from SAP Digital Business Services

Jump-start your SAP solutions and drive ROI by collaborating with industry experts, consultants, and support engineers to receive guidance, prescriptive best practices, and expertise – no matter where you are on your journey.
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Realize your business goals by simplifying and accelerating your digital transformation

In an era focused on continuous innovation and anticipating customer needs, it can be hard to turn your vision into reality. This is where SAP Digital Business Services can help. We’re part of SAP, so we know SAP software better than anyone else. With over 40 years of experience, we can help you reach your business transformation goals, and everything in between.

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Transform your business with unparalleled service support enterprise-wide

SAP Digital Business Services connects business and IT to help you close the gap between your digital transformation strategy and execution. From designing and value discovery to accelerated innovation to productive usage for tangible business results, you can evolve your business by breaking new ground with a trusted adviser that knows SAP software best.

What are leading analysts saying about SAP?

See how customers are succeeding with SAP

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Making spectators part of the show with SAP HANA

See how Cirque du Soleil’s Toruk – The First Flight urges audience members to access the show’s mobile app during the performance. 

Creating a closer fan experience with SAP software

Learn how the German Football Association (DFB) simplified communication and personalized messages to fans through social media.

45% lift in Web engagement time with SAP HANA

Find out how NHL® brought millions of fans’ eyes to the stats behind each play, and how it targets more specific fan demographics.

Solve your sports and entertainment business needs

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Play locally, think globally, drive loyalty

Explore new ways to tap into the passion of your customer base and create a deeper loyalty to your sports organization that drives growth on a global scale. 

Focus on niche content and go direct to customers

Give each segment of your audience exactly what it wants. Explore fragmentation to learn what those audience members are willing to pay to get the specific content they crave.  

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Communities and Events

Manage your sports and entertainment business enterprise-wide

From human resources to finance and analytics, we have the right solutions to run your sports and entertainment business better, faster, and simpler enterprise-wide. Explore our comprehensive solutions for all business processes across all industries to find the solutions you need to build a connected business and enable continuous growth.
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Human Resources

Simplify HR processes and engage your workforce to drive better business results, empower your workforce, and develop your talent.


Bring together financial processes with automated, real-time analytics, and translate them into forward-looking business insight across the entire organization.

Procurement and Networks

Streamline procurement processes across your organization, driving compliance and control while cutting costs and risks.


Take advantage of in-depth data analysis, predictions, and processing of complex events, and combine data from a variety of sources into one, integrated platform.

Cloud and Data Platforms

Leverage business applications that use the latest technology advancements – including the SAP HANA platform, cloud, mobile, and more.

Internet of Things (IoT)

Deploy high-velocity, intelligent edge IoT applications using business and technology services.

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