Skip to Content
Nous contacter

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
Approximately 500

Sports & Entertainment

Visionary Themes

Run Simple, Run Live, Sports

Munich, Germany

Customer Website

Line of Business
Marketing, R&D/Engineering, Sales, Sustainability

SAP Solutions
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.


Covering Complexities in an International Context.

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.


A Better Game-Day Experience for Fans.

Customer Snapshot: Success Strategy

Conquering the World a Cup at a Time

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.


But reaching the top and staying there are very different propositions. So, FC Bayern is placing their confidence in innovative technology to continue improving the club’s performance in every dimension.

Reaching their vision.


Supporting their Vision of Internationalization.

The Challenge

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.


Our systems are analyzing over 900,000 dialogue steps per hour after a game.

Scalable IT Infrastructure.

Enter SAP

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.


Bayern Munich and SAP – Truly Exceptional.

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.


11 weeks to migrate SAP ERP and SAP BusinessObjects BI solutions to SAP HANA

Supporting the Development of our Business in the Best Way.


Breakthrough Innovation.

Better Business

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.


FC Bayern and SAP are co-innovating to improve the club’s teams on the pitch.

Better Business: Benefits

Aiding Global Recognition

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.


After migration to SAP HANA, FC Bayern recorded performance improvements of 70% in ERP, and even 80% in SAP Business Warehouse.


Performance Optimization of 70 and 80%.

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

Three-Dimensional Success

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.


Simplicity is the key to success. Too many potential customers are lost when online shops get too complicated.–Stefan Mennerich, Director New Media, Media rights and IT, FC Bayern Munich


Optimization with a Run Live approach to simplification.

300% Less effort required to inform staff and management about situations in and around the Allianz Arena


Run Live to recognize trends and identify issues proactively.

Journey Ahead


Elevating the Brand

FC Bayern is working to internationalize the club by optimizing business processes all over the world. In addition, the club wants to ensure a sustainable, long-term leading position and success at an international level from both a business and a sporting perspective.


An important strategic goal at FC Bayern is to increase merchandise sales.

Breaking New Ground.

Back to top