SAP Garden: Delivering a fan-first experience in merchandising and catering with a modern POS solution
Read how sports arena SAP Garden is delivering an exclusive experience to fans with a point-of-sale solution from SAP that helps effectively manage sales transactions, cashless payments, loyalty programs, and mobile ordering. Download the DocumentINTERNAL – SAP Only (delete if public)
SAP Garden: Delivering a fan-first
experience in merchandising and
catering with a modern POS solution
Operated by Red Bull Stadion München GmbH and located in the heart of Munich Olympic
Park in Germany, SAP Garden is a modern venue capable of hosting up to 11,500 fans for
ice hockey and basketball events. The venue is designed with a focus on uniting sports,
talent, and technology, and it places a strong emphasis on delivering a fan-centric
experience.
Its commitment to delivering an exclusive experience requires streamlined catering and
merchandising operations. To achieve this aim, SAP Garden sought a future-oriented
and innovative point-of-sale (POS) solution that would offer modern features, such as
cashless payments, mobile ordering, and loyalty programs. It was also critical for the new
solution to provide a simplified integration scenario with the ERP back-end system to
facilitate efficient inventory management and streamlined financial processes.
SAP Garden: Delivering a fan-first
experience in merchandising and
catering with a modern POS solution
Operated by Red Bull Stadion München GmbH and located in the heart of Munich Olympic
Park in Germany, SAP Garden is a modern venue capable of hosting up to 11,500 fans for
ice hockey and basketball events. The venue is designed with a focus on uniting sports,
talent, and technology, and it places a strong emphasis on delivering a fan-centric
experience.
Its commitment to delivering an exclusive experience requires streamlined catering and
merchandising operations. To achieve this aim, SAP Garden sought a future-oriented
and innovative point-of-sale (POS) solution that would offer modern features, such as
cashless payments, mobile ordering, and loyalty programs. It was also critical for the new
solution to provide a simplified integration scenario with the ERP back-end system to
facilitate efficient inventory management and streamlined financial processes.
INTERNAL – SAP Only (delete if public)
“With SAP Customer Checkout, we can efficiently handle
a high volume of transactions, helping ensure a smooth
service throughout our venue. Positive fan feedback on
their mobile ordering and loyalty program experience
highlights how technology enhances their enjoyment
during events.”
Timo Schubert, Head of IT, SAP Garden (Operated by Red Bull Stadion
München GmbH)
SAP Garden
(Operated by Red Bull
Stadion München GmbH)
Munich, Germany
www.sapgarden.com
Industry
Media, sports, and
entertainment
Employees
<100
Products and services
Multisport venue
Featured solutions
SAP Customer Checkout,
SAP S/4HANA, and
SAP Analytics Cloud
118
POS systems linked
with SAP Customer
Checkout
100%
Transparency of catering
and merchandising sales
and financial data
Before: Challenges and opportunities
• Advanced point-of-sale (POS) system needed to effectively manage sales transactions, cashless
payments, loyalty programs, and mobile ordering
• Smooth integration of the POS system with the venue’s software landscape and other systems
• Real-time visibility and transparency required of catering and merchandising sales
• Provision of mobile ordering and pickup processes to create an outstanding fan experience
Why SAP
• Intuitive and future-ready POS functionality offered by the SAP Customer Checkout application
• Tight integration with SAP S/4HANA and the SAP Analytics Cloud solution
• Support for secure cashless payments through integration with payment platform Unzer
After: Value-driven results
• Efficiently processed high volumes of receipts, sales, and payment transactions across the arena’s
POS touchpoints
• Reduced waiting time at kiosk queues by allowing fans to order food and beverages directly from
their seat and pick up orders at their desired time through mobile ordering
• Improved responsiveness with monitoring of catering and merchandising sales data
• Smoothed operations by integrating mobile POS devices with SAP Customer Checkout
• Heightened fan experiences by providing the foundation for the Red Bull Munch loyalty program
“Check Back”
Enhancing game day experiences through point-of-sale processes
in catering and merchandising with SAP Customer Checkout
95565enUS (25/01) © 2025 SAP SE or an SAP affiliate company. sap.com/terms-of-use
Transactions processed
in SAP Garden on game
days
>15%
Of all orders on game
days transacted through
mobile ordering
~11,000
“With SAP Customer Checkout, we can efficiently handle
a high volume of transactions, helping ensure a smooth
service throughout our venue. Positive fan feedback on
their mobile ordering and loyalty program experience
highlights how technology enhances their enjoyment
during events.”
Timo Schubert, Head of IT, SAP Garden (Operated by Red Bull Stadion
München GmbH)
SAP Garden
(Operated by Red Bull
Stadion München GmbH)
Munich, Germany
www.sapgarden.com
Industry
Media, sports, and
entertainment
Employees
<100
Products and services
Multisport venue
Featured solutions
SAP Customer Checkout,
SAP S/4HANA, and
SAP Analytics Cloud
118
POS systems linked
with SAP Customer
Checkout
100%
Transparency of catering
and merchandising sales
and financial data
Before: Challenges and opportunities
• Advanced point-of-sale (POS) system needed to effectively manage sales transactions, cashless
payments, loyalty programs, and mobile ordering
• Smooth integration of the POS system with the venue’s software landscape and other systems
• Real-time visibility and transparency required of catering and merchandising sales
• Provision of mobile ordering and pickup processes to create an outstanding fan experience
Why SAP
• Intuitive and future-ready POS functionality offered by the SAP Customer Checkout application
• Tight integration with SAP S/4HANA and the SAP Analytics Cloud solution
• Support for secure cashless payments through integration with payment platform Unzer
After: Value-driven results
• Efficiently processed high volumes of receipts, sales, and payment transactions across the arena’s
POS touchpoints
• Reduced waiting time at kiosk queues by allowing fans to order food and beverages directly from
their seat and pick up orders at their desired time through mobile ordering
• Improved responsiveness with monitoring of catering and merchandising sales data
• Smoothed operations by integrating mobile POS devices with SAP Customer Checkout
• Heightened fan experiences by providing the foundation for the Red Bull Munch loyalty program
“Check Back”
Enhancing game day experiences through point-of-sale processes
in catering and merchandising with SAP Customer Checkout
95565enUS (25/01) © 2025 SAP SE or an SAP affiliate company. sap.com/terms-of-use
Transactions processed
in SAP Garden on game
days
>15%
Of all orders on game
days transacted through
mobile ordering
~11,000