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Entertainment Partnerships

Cirque du Soleil®

In 30 years Cirque du Soleil  has transformed from a small show in rural Quebec to an international phenomenon. SAP has simplified information for them across 27 bank accounts in 26 countries, 16,000 suppliers, 4,000 employees and 12m tickets sold yearly, moving business forward. Through SAP they are digitally transforming all business functions.**


Locatated in Hamburg, Germany, the Elbphilharmonie is Europe’s most technologically advanced and innovative concert venue, inspiring visitors from all over the world.

Levi’s Stadium

Levi’s Stadium, home of the NFL’s San Francisco 49ers, is often referred to as the Most Technologically Advanced Stadium. It hosted Super Bowl 50 in 2016 and embodies SAP’s vision to simplify game day experience and operations for players, employees, fans, and the stadium itself.

Madison Square Garden

Whether it is the New York Knicks, the New York Rangers, a clash of legendary opponents, or an enchanting performance, the Garden is a special place and an immense branding opportunity for SAP. Our SAP Story is seen by millions of fans in the concourses and in our suite. 

MetLife Stadium

MetLife Stadium is home to the New York Jets, New York Giants, and Tri-State fans everywhere. Our SAP Gate 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. 

Team Liquid

The rise of digital gaming is real. SAP has partnered with Team Liquid, a highly successful, professional esports organization. The focus will be to collaborate on innovative technology solutions that deliver cutting-edge analytics to the team to improve overall performance in training and in competition.

See what the SAP community is saying

With SAP, the audience can be a part of the show using the TORUK – First Flight app.
The Madison Square Garden Company has announced a new, long-term technology and marketing partnership that makes SAP a Signature Partner of MSG.
There are some sports arenas in the United States that can only be described as iconic.

Explore the hottest topics in SAP Global Sponsorships

SAP Global Sponsorships

As the leader in technology software, SAP has expanded its relationships within the sports and entertainment world. Partnerships with world-class teams, leagues, and properties has afforded SAP the ability to create innovative, cloud-based solutions providing major value in three distinct ways:

  • On the field – SAP is improving player preparation and performance through real-time, data insights
  • In the stands – SAP is reinventing the fan experience at games, in stadiums and across mobile devices, providing insights and engagement opportunities that bring them closer to their passion
  • In the boardroom – SAP is simplifying back-office operations, enabling leagues and teams to become more profitable and successful
**© Twentieth Century Fox Film Corporation. TORUK – The First Flight, is a trademark of Twentieth Century Fox Film Corporation. All rights reserved. Cirque du Soleil is a trademark owned by Cirque du Soleil and used under license.
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