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New Zealand Rugby team

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.

Sports Partnerships

We simplify business operations for our sports partners, enabling leagues, teams, and organizations to become more efficient, profitable, and successful.

Take a closer look at SAP sports partnerships

The best teams, companies, and fans stay on top with advanced technology and in-depth insights.

Learn about our partners

Adler Mannheim

Adler Mannheim is one of the most successful ice hockey clubs in Germany and 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. 

Black Horse One GmbH

Since 2016, SAP has partnered with Black Horse One, a leading innovator and trusted advisor for federations, officials, judges, and athletes within equestrian sports. With solutions powered by SAP Business Technology Platform, our partnership has revolutionized fan engagement by putting the audience in the judge’s seat with the Spectator Judging® app, digitally transforming events with eDressage™, and enhancing the virtual training experience all around the globe.

CHIO Aachen, World Equestrian Festival

This is the one global event that every rider dreams about attending at least once in his or her career. Often dubbed “The Wimbledon of Equestrian Sports”, the Aachen, Germany–based festival takes place each July. The event attracts more than 350,000 spectators and features more than 500 riders fighting for Nations Cup medals in five disciplines. Many major SAP innovations for equestrian sports began at these amazing showgrounds.

EquiRatings Limited

EquiRatings is a global equestrian sports data company. Their ratings are used across the sport from national team selections surrounding the biggest international competitions to risk management globally. Alongside SAP, EquiRatings launched a global fan platform detailing the win chances for every major competition. In 2020, as live equestrian events came to a halt, EquiRatings used SAP Analytics Cloud to deliver the first ever simulated competitions in the history of the sport. Their fantasy games are now used by fans in over 100 countries.

FC Bayern Basketball

As the first team in the German Bundesliga basketball league, FC Bayern Basketball club uses SAP Sports One to manage the team efficiently, and to optimize players' performance using data analytics.

FC Bayern

As one of the most successful professional sports clubs in the world, German record champion FC Bayern doesn’t rest on its past triumphs. Instead, they continue to set new goals and pursue them with full strength. The people who have shaped FC Bayern’s story for decades are key to its success, which is why the club relies on SAP SuccessFactors to run their HR and improve the employee experience. 

International Equestrian Federation

Horses are a passion for millions of people around the globe. The International Equestrian Federation (FEI) is the governing body for the Olympic disciplines and seeks to reinvent the fan experience by bringing audiences much closer to the action. The FEI eLeague is an award-winning example of vibrant cooperation with SAP, the Official Analytics Partner of the FEI Dressage World Cup.

National Basketball Association

Since 2012, SAP has partnered with the National Basketball Association (NBA), Women’s National Basketball Association (WNBA), and NBA G League to inspire and connect people through the power of baseball., powered by SAP HANA, is a global gateway to fans and provides real-time and historical game data. As a recognized industry leader in innovation, the NBA has adopted an extensive portfolio of SAP solutions such as SAP S/4HANA, SAP Concur, SAP SuccessFactors, and Qualtrics. Additionally, SAP and the NBA 2K League have partnered to bring advanced analytics and experience management to a new and different audience.

National Hockey League

From the cloud to the ice and beyond, the National Hockey League (NHL®) and SAP are committed to revolutionizing the sport of ice hockey. With and endless possibilities of player and puck tracking, our partnership is engaging fans like never before.

New Zealand Rugby

With a shared commitment to excellence, innovation and sustainability, SAP and New Zealand Rugby are ushering in the next generation of technology driven success, both on and off the pitch.

NZR will leverage SAP’s solutions to allow seamless connection of data across key areas of their business and the wider rugby ecosystem. The innovative focus on team performance and analytics, operations, fan experience, and sustainability will enable and empower the Teams in Black to become the most technologically advanced rugby union in the world.

San Francisco 49ers

San Francisco 49ers is a five-time Super Bowl championship NFL team. Considered the top sports team in the Bay Area, it provides a key opportunity to showcase SAP technologies with the team that plays in the key strategic market of Silicon Valley. In 2018, SAP and San Francisco 49ers launched Executive Huddle, a connected stadium system designed to help improve how the team captures, reports, and responds to game-day operations at Levi’s Stadium.

San Jose Sharks

SAP helps the San Jose Sharks® organization run at its best by improving performance at the SAP Center and in the day-to-day operations of the organization.

Team Liquid

Team Liquid is a leader in competitive esports, and behind the team with the most global tournament wins, are SAP data and analytics solutions. By integrating SAP HANA Cloud and SAP Analytics Cloud on SAP Business Technology Platform, Team Liquid can make split second decisions by mining valuable game data to help strengthen the performance of its teams and players. Team Liquid Co-CEO Victor Goossens and Dota 2 Analyst Mathis "Jabbz" Friesel explain why they chose SAP to gain a holistic and real-time view of esports data to benefit their game.

TSG Hoffenheim

TSG Hoffenheim and SAP have been partners for over 15 years. The success of this sponsorship comes from the club’s cutting-edge use of technology from SAP to maximize player performance, improve the fan experience in the stadium, and guarantee a smooth matchday. SAP Interactive Data Space is a unique collaboration room where all of TSG’s sporting and business data comes together and is analyzed using SAP solutions, making the team more productive.

Women’s Tennis Association

SAP tracks more than forehands and backhands on the Women's Tennis Association (WTA) Tour. SAP works with WTA on a global scale to collaborate on innovative technology and analytics solutions that enhance the sport of tennis for players, coaches, media, and fans.

World Sailing

For over a decade, SAP has been a partner to the World Sailing community by providing cloud-based live analytics and scoring. With tools like SAP Sailing Analytics and the Sail Insight App, we’re helping sailors analyze their performance and optimize strategy, as well as bringing fans closer to the sport and proving media with the insights needed to deliver a more informed commentary. 

Take the virtual sports challenge

Choose from a range of interactive and fun challenges to view the impact of SAP technologies on the lives of coaches, the fan experience, and the performance of athletes.

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