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SAP Global Sponsorships

SAP Global Sponsorships 2020 Calendar

Learn about our most innovative global sponsorships and find out how our partnerships are transforming the sports and entertainment industry.

San Francisco 49ers

The San Francisco 49ers are a five-time Super Bowl championship National Football League (NFL) team. 

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Considered the number one sports team in the Bay Area and Silicon Valley, San Francisco 49ers showcases SAP technologies at the premier outdoor facility in the key strategic market of Silicon Valley. The “Executive Huddle” enables monitoring and real-time data visualizations spanning nine different sources, including ticketing and attendance, parking, food and beverage, retail, and social media.

Manchester City

Manchester City is one of the most recognizable sports teams in the world, on and off the pitch. 

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As part of a long-term global partnership and as the club’s official cloud software provider, we have collaborated on bringing cutting-edge SAP technology to the dugout during matches using SAP Sports One. In addition, working in collaboration with City Football Foundation’s “Cityzens Giving”, SAP has developed an analytics platform to help measure the impact of life-changing projects taking place throughout the world. We are proud to use our technology to shine a spotlight on how soccer changes lives.


SAP partnered with Mercedes-AMG Customer Racing and their performance team BLACK FALCON during the 24-hour race at the Nürburgring in 2018. 

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The team consisted of Adam Christodoulou (Great Britain), Maro Engel (Germany), Manuel Metzger (Germany), and Dirk Müller (Germany) and took an excellent second place with the Mercedes-AMG GT3.

Cirque du Soleil

SAP is the cloud business management software supplier of Cirque du Soleil.

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Cirque du Soleil is an entertainment company that has brought wonder and delight to more than 180 million spectators in more than 400 cities in over 60 countries on 6 continents. SAP’s software implementations have helped Cirque du Soleil become a best-run business since 2001, and SAP provides exclusive hospitality and networking experiences for its customers at shows across various key markets.

TSG 1899 Hoffenheim

SAP and German Association Football Club TSG 1899 Hoffenheim have been partners for over 15 years. 

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With SAP's headquarters only minutes away from TSG Hoffenheim's stadium, it’s a true home match for the club's regional partner. Our successful sponsorship is SAP’s best-practice reference when it comes to commitment in sport. The club uses cutting-edge technology from SAP to maximize player performance, improve the fan experience in the stadium, and guarantee a smooth matchday.

Mercedes-Benz EQ Formula E Team

SAP is the official business performance partner of the Mercedes-Benz EQ Formula E British racing team. 

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As a brand-new team entering the all-electric single-seater global racing series ABB FIA Formula E Championship, we drive the joint development of innovative technologies. From analyzing human performance with SAP Sports One and Experience Management solutions from SAP through to integration with SAP S/4 HANA, SAP helps the team analyze large volumes of data and monitor overall business performance both on and off track.

Ingrid Klimke

Ingrid Klimke is an international eventing and dressage rider and one of the most-admired equestrian stars in the world. 

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With success at the highest level for more than 20 years, combined with exemplary behavior towards her horses, Ingrid has been SAP’s equestrian ambassador since 2014. Ingrid’s openness to new technologies and extraordinary communication skills that make her a role model for riders of all classes and ages make her the ideal brand ambassador for SAP.

She has appeared in five Olympics since 2000, winning two gold, and one silver medal, and is again qualified for Tokyo 2020. Her impressive list of successes over the last decades comprise countless international and national titles; amongst others she is the reigning European Eventing Champion 2017 and 2019  - which makes her and “SAP Hale Bob OLD” only the second combination ever to win two Euros in a row since 1953. 

Ingrid is one of the very few athletes in the World who compete internationally in more than one discipline, and her amazing sense of courage, strength, and resilience is noticeable in every ride she takes. Acknowledging this wealth of successes and talent, she also was awarded the title of “FEI Best Athlete 2019”.

Team Liquid and eSports

Founded in 2000, Team Liquid has evolved into one of the leading and highest valued multi-game international esports organizations.

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Team Liquid is headquartered in Utrecht in the Netherlands and Los Angeles, United States. The team is made up of more than 70 players competing in various games, including all major esports titles such as Dota 2 and League of Legends. As the official innovation partner, SAP works on analytics for Team Liquid’s professional teams. helping them improve their competitive performance. 

Building on this expertise, SAP is also partnering with multiple tournament organizers to enhance their live broadcasts by providing innovative insights into strategies and match tactics.  Ultimately, this supports the esports ecosystem and delivers an even more exciting viewing experience for fans. 


A feature-long SAP documentary called "A New Perspective" provides insights into the work and technology that goes into esports events. 

Sarah Hauser

Maui-based professional windsurfer Sarah Hauser is one of our newest and most exciting partner announcements, as SAP looks ahead to the new decade. 

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With a background in computer science and a host of top-flite windsurfing titles to her name, Sarah represents a strong values ambassador, an ocean advocate, a beacon of female excellence in sport, and a firm test bed for future innovation projects on the water.

IMG Fashion Week

Tech and fashion meet to deliver personalized and unique consumer experiences across the globe.  

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IMG Fashion owns and operates some of the industry’s most iconic moments, including New York Fashion Week. As a partner, SAP has the opportunity to showcase its innovative technology to enhance the Fashion Week experience for designers, media, and consumers while continuing to expand SAP’s growing presence in the fashion industry. The SAP and IMG partnership curates a global hospitality program that offers SAP’s key clients, prospects, and executives the opportunity to experience Fashion Week like no one else.

Ernie Els

Golfer Ernie Els has achieved more than 60 wins, including four Majors. 

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In 2011, Ernie's legendary status was confirmed when he was inducted into the World Golf Hall of Fame. The former world number one is also known as "The Big Easy" due to his imposing physical stature and easygoing persona.

San Jose Sharks

San Jose Sharks is a professional ice hockey team and a member of the Pacific Division of the Western Conference of the National Hockey League.

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SAP helps the San Jose Sharks® organization run at its best by improving performance at the SAP Center and in day-to-day operations. The SAP Center recently celebrated its 25th anniversary and serves as the primary stadium in San Jose, California.

Adler Mannheim

Based in Mannheim, Adler Mannheim is one of the most successful ice hockey clubs in Germany and its fans are the club’s most important asset. 

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Based at the SAP Arena, Adler Mannheim uses SAP solutions to manage its business and provide the perfect fan experience while gaining a 360-degree view of their needs. The club uses an SAP mobile app to connect fans with the team they love, while enabling them to make mobile payments and offering mobile ticketing and loyalty schemes. This provides a great example of how an innovative digitization strategy can increase competitive advantage.

MetLife Stadium

MetLife Stadium is located in East Rutherford, New Jersey, and is home for two NFL franchises, the New York Giants and the New York Jets. 

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MetLife Stadium

A gate enabled by SAP technology welcomes fans and gives them the opportunity to learn the numbers of the day's matchup, while our 50-yard-line suite lets our guests experience gameday right in the action.

Rhein-Neckar Löwen

Rhein-Neckar Löwen is a two-time German champion handball team founded in 2002 and based in Mannheim, Germany.

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SAP Arena welcomes excited handball fans at every home match played by Rhein-Neckar Löwen and the team benefits from innovative SAP solutions, enabling it to run better. Thanks to the SAP Sports One solution, people in different roles can improve their performance. Players can prepare to meet their opponents, medical staff can make thorough team health checks, and trainers can access match preparation information in real time.

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