FC Bayern München AG
Customer Snapshot: Overview
400,000,000 fans worldwide
Success in major league sports is about much more than winning games. FC Bayern München AG knows this, which is why Germany’s most successful soccer team has partnered with SAP to harness the power to Run Live for an optimal fan experience. Needing to react quickly to their fans' emotions, a real-time view of fans will help the club intensify fans’ experiences by providing more-personalized offers and loyalty programs through every touch point and channel, using any mobile device. Critical data is gathered from parking lots, arena entry gates, and food stalls to ensure a great experience for every one of the 75,000 fans attending the game.
FC Bayern München AG
€608 million (US$786 million)
Number of Employees
Sports & Entertainment
Run Simple, Run Live, Sports
Line of Business
Marketing, R&D/Engineering, Sales, Sustainability
SAP BusinessObjects business intelligence (BI) solutions, SAP Business Warehouse, SAP Customer Engagement Intelligence, SAP Customer Relationship Management (SAP CRM), SAP ERP, SAP HANA, SAP HANA Enterprise Cloud, SAP Hybris, SAP Process Orchestration
We need scalable systems…to be able to react quickly to our fans’ inquiries, so it’s innovation that mainly drives our IT needs.–Michael Fichtner, Head of IT, FC Bayern München AG
Customer Snapshot: History
Winners in Red Shorts
FC Bayern München AG (FC Bayern) is a German sports club that is perhaps best known for their professional soccer team. FC Bayern plays in the Bundesliga, the top-tier of the German soccer league system, and is the most successful club in German soccer history with 24 national titles and 17 national cups.
Customer Snapshot: Business Model
Making Money On and Off the Field
The professional soccer club, FC Bayern München AG is privately owned by shareholders Adidas, Audi, Allianz, and the sports club FC Bayern München e.V. The soccer club earns revenues from ticket sales, merchandising, broadcasting, and sponsorships.
We live on emotions.
Customer Snapshot: Success Strategy
According to Forbes magazine, FC Bayern is one of the ten most valuable sports brands with more than 300 million fans worldwide. On the soccer pitch, the team is also one of the most successful. Besides being the reigning Bundesliga champions, seven players from FC Bayern played on the German national team that won the 2014 FIFA World Cup.
Making a Complex Sport and Business Run Live
The world of soccer is a complex and demanding business. To keep FC Bayern competitive on and off the pitch, they needed to migrate and optimize business processes on one platform to support international growth, analyze player health and performance, and personalize fan experiences to increase engagement and loyalty.
Co-Innovation to Drive Success
To help FC Bayern achieve their sporting and business goals, SAP has agreed to a three-year platinum sponsorship of the club in which the two organizations will co-innovate on solutions aimed at improving fan experiences, player performance and health monitoring, and business processes.
Enter SAP: The SAP Experience
Real-time Capabilities in Record Time
SAP and FC Bayern collaborated to migrate the soccer club‘s SAP ERP application and SAP BusinessObjects business intelligence (BI) solutions to the SAP HANA platform. They completed the upgrade and data migration in a record-breaking 11 weeks. FC Bayern also deployed SAP CRM powered by SAP HANA to intensify fan experiences through personalized offers.
Anticipating What Fans Think and What the Players Do
SAP software is providing a broad range of opportunities to advance FC Bayern’s success. Real-time views of fans enable tailored offers based on their needs, preferences, past interactions, and current context. SAP CRM powered by SAP HANA also supports monitoring and analysis of social media sentiment to proactively engage with fans. Real-time customer insight is helping the club develop new products and services based on emerging demand.
Better Business: Benefits
FC Bayern is expanding and strengthening their global brand recognition with enhanced experiences for fans in Germany and around the world. By capturing finer details about fans, the club is able to bring them closer to the game and the team with relevant, personalized content.
Analyzing Big Data with the help of SAP HANA helps FC Bayern identify patterns in players' motions and take preventive action if such motions make players prone to injury. Recording performance data can also help player development and help identify and cultivate young talent.
Thanks to SAP Process Orchestration, we can collect data from various systems in and around the stadium on game days. We now know exactly what’s going on in real time. This helps us deliver the best possible experience to our fans when they visit the Allianz Arena.— Michael Fichtner, CIO, FC Bayern München AG
Better Business: Run Simple
By engaging SAP, FC Bayern has the technology to achieve three major goals: business process optimization to support international growth; monitoring and evaluation to enhance player performance; and personalization capabilities to give each of their 400 million fans the best possible experience.