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SAP Global Sponsorships

Entertainment Partnerships

SAP enhances the viewer’s experience at games, events, in arenas, and across mobile devices, providing insights and engagement opportunities that bring them closer to the action and their passions.

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Team Liquid

Enhancing Team Liquid’s decision-making with data analytics from SAP will change the way esports athletes develop. Team Liquid Co-CEOs Steve Arhancet and Victor Goossens explain why they chose SAP to improve their performance.

Entertainment Partnerships

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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. Discover how the creativity of Cirque du Soleil comes to life behind the scenes by using SAP to centralize Big Data, transform decision making, and predict future needs and opportunities. 


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 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 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. 

Now United

SAP has partnered with Now United, consisting of 14 members from 14 different countries seeking to unite the world through music and dance. With SAP's support, they will use SAP technology as a third unifier to help the group connect with fans around the globe and disrupt the music industry as we know it.

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, the SAP Arena hosts more than 100 events and one million visitors each year. Events include the ice hockey home team "Adler Mannheim" and the "Rhein-Neckar Löwen" in handball, as well as cultural and corporate events, concerts, and TV shows.

Team Liquid

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

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