Sports partnerships

The Mercedes-AMG PETRONAS Formula One Team has a remarkable history of success in racing, having achieved seven World Drivers' Championships and eight World Constructors' Championships. In collaboration with SAP, the Mercedes-AMG PETRONAS Formula One Team is enhancing and future-proofing its IT infrastructure with cloud solutions and AI capabilities. This strategic approach aims to optimize intricate supply chains, comply with cost cap regulations, and enhance on-track performance.

The Ryder Cup unites the top professional golfers from Europe and the United States in a biennial competition with an audience of millions around the world. As a Worldwide Partner, the Ryder Cup will use SAP solutions to enable more personalized and connected fan experiences.

TSG Hoffenheim and SAP have been partners for over 15 years. The success of this sponsorship comes from the club’s use of technology from SAP to maximize player performance, improve the fan experience in the stadium, and enable seamless match day operations. 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 dynamic and competitive.

Adler Mannheim, Germany's premier ice hockey club, treasures its devoted fan base above all else. As the club's official technology partner, SAP is dedicated to elevating every aspect of the fan experience. Together, we've created the Adler Mannheim Fan App, offering real-time notifications, exclusive member benefits, and special offers such as discounts and meet-and-greet opportunities. Fans never have to miss a moment of the game because the app even features mobile ordering for food and drinks.

Sharks Sports & Entertainment (SSE) is the parent company of multiple businesses including the NHL’s San Jose Sharks and the SAP Center arena, which hosts hockey games and other events throughout the year. With cloud solutions from SAP, SSE integrates third-party data sources and systems across its ticketing, parking, concessions, e-commerce retail, digital wallet usage, and employment management data to gain a comprehensive view of the business. Now, SSE has a single source of truth to inform strategic decision-making and enhance its fan and employee experiences.

Team Liquid is a leader in competitive esports, and behind the team with the most global tournament wins are SAP analytics- and AI solutions. By integrating SAP HANA Cloud and SAP Analytics Cloud on SAP BTP, Team Liquid can make split-second decisions to strengthen the performance of its teams and players. With the help of SAP Business AI, Team Liquid takes their match preparation to the next level and analyzes millions of past matches in seconds to predict the perfect draft. 

This is the global event that every rider dreams about attending at least once in their life. Many major SAP innovations for equestrian sports began at these amazing showgrounds in Aachen, Germany. Our partnership has helped this festival, dubbed “The Wimbledon of Equestrian Sports," enter the digital age.

The Kentucky Derby is one of the most prestigious horse racing events in the world. As the first official technology partner of the Kentucky Derby and Kentucky Oaks, SAP aims to showcase how the race's parent company Churchill Downs Incorporated (CDI) uses SAP's expertise and technology to bring out its best. All this fuels growth and innovation across CDI’s properties, including one of the biggest sporting events of the year.

SAP is deeply rooted in the Rhein-Neckar Metropolitan Region. We take our regional commitment to heart, supporting many clubs and events near our headquarters in Walldorf, such as the Heidelberg Spring Music Festival, MTG Mannheim, FC Astoria Walldorf, and Grün-Weiss Mannheim.