Sports partnerships

Since 2016, SAP has partnered with Black Horse One, a leading innovator and trusted advisor for federations, officials, judges, and athletes within equestrian sports. With solutions powered by SAP Business Technology Platform (SAP BTP), our partnership has revolutionized fan engagement by putting the audience in the judge’s seat with the Spectator Judging app. This digitally transforms events with eDressage and enhances the virtual training experience all around the globe.

EquiRatings is a global equestrian sports data company. Alongside SAP, EquiRatings launched a global fan platform detailing the win chances for every major competition. In 2020, as live equestrian events came to a halt, EquiRatings used the SAP Analytics Cloud solution to deliver the first simulated competitions in the history of the sport. The company's fantasy games are now loved by fans in more than 100 countries. 

SAP is also the proud patron of SAP Talisman, the 10-year-old sport horse of Irish eventing rider and co-founder of EquiRatings, Sam Watson.

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.

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.

Through a shared commitment to excellence, innovation, and sustainability, SAP and New Zealand Rugby (NZR) are ushering in the next generation of technology driven success, both on and off the pitch. NZR will use SAP solutions to connect data across key areas of the business and the wider rugby ecosystem. The innovative focus on team performance and analytics, operations, fan experience, and sustainability is designed to empower the Teams in Black to become the most technologically advanced rugby union in the world.

For more than a decade, SAP has been a partner to the sailing community by providing cloud-based live analytics and scoring. With tools such as SAP Sailing Analytics software and the SAP Sail InSight mobile app, we’re helping sailors analyze their performance and optimize strategy, as well as bringing fans closer to the sport and providing media with the insights needed to deliver a more informed commentary.

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.

TSG Hoffenheim and SAP have been partners for over 15 years. The success of this sponsorship comes from the club’s cutting-edge use of technology from SAP to maximize player performance, improve the fan experience in the stadium, and support a smooth matchday. 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 productive.