Skip to Content

Sport Partnerships

Adler Mannheim

Adler Mannheim is one of the most successful ice hockey clubs in Germany, but its fans are the club’s most important asset. Its mobile app is an example of how companies can intensify customer relationships through digitization and communication. 

City Football Group

City Football Group encompasses four clubs and six teams around the world. With hundreds of millions of fans, CFG is leveraging SAP Cloud Solutions to simplify global operations and enhance the way that fans can access and consume data both online and at the stadium.


IoT has found its way into the world of Equestrian. SAP Equestrian Analytics takes fans of CHIO Aachen and Event Rider Masters, for a ride on race day. Going beyond spectating, SAP Audience Judging empowers fans to take the judge's seat and co-score the competitors in real-time.

Extreme Sailing Series

Dynamic, complex, challenging – sailing combines it all! The special demands of sailing make it the perfect platform for SAP to bring its innovations to life. Cutting-edge solutions provide an unprecedented experience for fans, and a competitive advantage for sailors.

FC Bayern Munich

No team dominates German soccer like FC Bayern Munich. But strong players need excited fans. This is why the club runs its end-to-end fan experience with SAP. A real-time view of fans enables FC Bayern Munich to personalize its interactions – and fans are cheering louder than ever.

German Football Association (DFB)

The SAP solutions played a significant role in the German National Team’s (DFB) World Cup Championship in 2014. But the game goes on, and so does its partnership with SAP. New data-driven insights continue to provide a competitive advantage for the DFB.

McLaren Technology Group

From automotive technology to production, to racing cars, SAP HANA® provides the McLaren Technology Group the platform for data speed. SAP is helping the McLaren Group perform on the track, in the pit, and in the office through real-time data insights and analytics.

National Basketball Association

There are more than 4.5 quadrillion combinations of NBA statistics and SAP HANA powers these insights on Fans can view groundbreaking video box scores to watch the plays associated w/ specific stats for an unprecedented interactive experience.

National Football League

With the help of SAP HANA, the NFL integrates live analytics to deliver the Player Comparison Tool, maximizing fan engagement. Plus, SAP SuccessFactors solutions allow the NFL to perfect the performance of its own internal team of employees.

National Hockey League

From the cloud to the ice, and beyond, the NHL and SAP are committed to revolutionizing the sport of ice hockey. With and endless possibilities of player / puck tracking, fans are being engaged like never before. 

New York Giants

The New York Giants are an NFL team that playsin the NFC East Division out of MetLife Stadium in East Rutherford, New Jersey.The Giants are four-time Super Bowl champions, most recently winning in 2011. OnGiants gamedays, fans can see the SAP Plaza Show outside MetLife Stadium,showcasing SAP’s NFL Fantasy Player Comparison Tool.

New York Jets

The New York Jets are an NFL team that plays inthe AFC East Division in MetLife Stadium in East Rutherford, New Jersey. TheJets won Super Bowl III in 1969 and were founded in 1960 as the AFL’s New YorkTitans. On Jets gamedays, fans can see the SAP Plaza Show outside MetLifeStadium, showcasing SAP’s NFL Fantasy Player Comparison Tool.

New York Knicks

The New York Knicks are an NBA team that plays at Madison Square Garden in Manhattan. The Knicks are two-time NBA Finals champions and SAP enhances the game day experience for fans through the new Memorable Moments MSG Concourse Wall. 

New York Rangers

SAP is the Official Cloud Technology Partner of the NY Rangers and their home ice at Madison Square Garden, providing the team and arena with technology that allows them to quickly analyze ticket sales and related revenues.

New York Yankees

With over 4 million attendees each season, SAP has an incredible opportunity with immense access as an official sponsor of Yankee Stadium. The SAP Suite Level entertains thousands of guests as they come to enjoy America's Pastime at one of the most iconic stadiums in the world.

San Jose Sharks

SAP is proud to help the San Jose Sharks® ‘run simple' by improving performance on game day at the SAP Center and in the day-to-day operations of the organization. SAP Jam has been a complete game changer for the Sharks, a cloud and social networking solution designed to improve employee communication and collaboration.

TSG Hoffenheim

It's a home match for SAP, with our headquarters only minutes away from the TSG Hoffenheim Stadium. The club uses cutting-edge technology from SAP to improve player performance. These innovations maximize player potential and help coaches make the right calls... to win it all!

US Sailing

SAP and US Sailing developed Universal Certification System (UCS), a powerful tool that simplifies the application process for sailors to register boats. Also, the creation of a live-tracking mobile app, SAP Sail InSight provides sailors with valuable data for post-race analysis.

San Francisco 49ers

The San Francisco 49ers are a five-time SuperBowl Champion NFL team. The 49ers are considered the #1 sports team in the BayArea and Silicon Valley, providing a key opportunity to showcase SAPtechnologies with the team that plays at the premier outdoor facility in thekey strategic market of Silicon Valley.

Women’s Tennis Association

SAP is tracking more than forehands and backhands on the WTA tour. SAP Tennis Analytics is improving WTA player preparation and performance with the availability of live statistics and reinventing the fan experience at WTA premier events with mobile apps and in-stadium polls. 

See what the SAP community is saying

We all have a pulse. Hopefully yours is strong, and you monitor it often. But metaphorically speaking, as fans, our favorite team has a pulse as well, and it’s important to keep your finger on it.

Undeniably the most prestigious tennis event of the four which make up the Grand Slams, Wimbledon attracts the best tennis players from around the world. 
With games being played for roughly 10 months out of the year, there isn’t much down-time in the NHLMonitoring the data generated from those 1,300+ games is an enormous task. 

Explore the hottest topics in SAP Global Sponsorships


External News

The WTA's Steve Simon talks about how shorter tennis matches might become the norm in the future and how analytics are used to engage tennis fans.
Silicon Valley is welcoming Super Bowl 50 with open arms, extra Wi-Fi, some serious hospitality and plenty of gadgetry.
The Extreme Sailing Series is one of the world’s premier racing circuits, and in an effort to cement itself...

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
Back to top