On Tuesday, August 19th, 2014, SAP, the world’s largest supplier of business-management software, announced it had signed a three-year partnership agreement with German football powerhouse, FC Bayern Munich though the financial terms were not made available.
The club will use SAP’s in-memory database platform and software, Hana, to collect and track player health and performance data, and use analytics to gain a competitive edge on the field. During a press conference at the club’s stadium, Allianz Arena, Chairman Karl-Heinz Rummenigge had this to say on the partnership
“Our goal is to secure a sustainable place among the international elite over the long term, both financially and in footballing terms. We therefore need state-of-the-art technology both on and off the pitch.”
According to the Wall Street Journal, the club also signed a deal earlier this year to use SAP’s customer relationship management software and ecommerce software, Hybris, which allows the club to collect data about fans, personalize the customer experience across mobile devices and eventually sell them products and services.
The multiple partnerships were strategically executed to optimize FC Bayern Munich’s business initiatives and processes, enhance the club’s global presence, help the team stay fit and perform at their highest level and give the fans, both at home and abroad, the best possible spectating experience.
SAP’s Vice President of Global Sponsorships, Chris Burton, stated during the press conference that “Both brands have a lot in common in respect of attention to detail and dong what’s right for customers. Our goal is to use technology from SAP and Bayern München’s deep knowledge of this beautiful game to co-innovate, to help with the health and safety of players and the business operations of the club, like any other business”.
FC Bayern Munich is not the only professional sports organization that SAP does business with. The multinational company also has partnerships with the San Francisco 49ers, the National Basketball Association, the Women’s Tennis Association, and FC Bayern Munich’ Bundesliga rival, TSG 1899 Hoffenheim. From the looks of it, SAP not only intends on revolutionizing data and analytics for soccer but for all sports.