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SAP Global Sponsorships

SAP is at the forefront of transforming the sport and entertainment industries by helping athletes, performers, teams, leagues, and organizations run at their best.

Entertainment Partnerships

SAP enhances viewers' experiences at games, events, in arenas, and across mobile devices, providing insights and engagement opportunities that bring them closer to the action and their passions.

Featured Partnership: Cirque du Soleil®

Since 2001, world-renowned leader in live entertainment Cirque du Soleil Entertainment Group has run SAP solutions across its finance, procurement, sales, distribution, logistics, inventory management, and production systems. In 2019, Cirque started to use Experience Management solutions from SAP for post-show guest surveys at all Big Top and resident shows. SAP technology has helped Cirque digitally transform its daily operations. This has empowered the brand to fulfill its mission of invoking the imagination, provoking the senses, and evoking the emotions of people around the world.

Explore more entertainment partnerships

Elbphilharmonie

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

IMG Fashion Week

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.

Levi’s Stadium

Levi’s Stadium, home of the NFL’s San Francisco 49ers, is often recognized as the world's most technologically advanced stadium. It embodies SAP’s vision to simplify game-day experience and operations for players, employees, fans, and the stadium itself.

MetLife Stadium

MetLife Stadium is home to 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.

Now United

Now United is a global music group with fourteen members from fourteen different countries and a mission to unite the world through song and dance. SAP is Now United’s Official Fan Engagement Platform Partner. Now United uses SAP technology solutions including SAP Customer Experience solutions, SAP Commerce Cloud, and SAP Customer Data Cloud to power Now United’s Web site and a highly-scalable experience platform. Now United’s Web site explores experience management by creating once in a lifetime experiences for Now United fans, enabling them to have a deeper engagement with the pop group. 

SAP Arena

SAP is the main sponsor of the 15,000-seat SAP Arena in Mannheim, Germany. One of the most modern sports and event halls in Europe, SAP Arena hosts more than 100 events and one million visitors each year. Attractions include the ice hockey home team Adler Mannheim and the Rhein-Neckar Löwen handball team, as well as cultural and corporate events, concerts, and TV shows.

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