SAP's Got Game: Technology to Reshape the Sports and Entertainment Industry

 SAP's Got Game: Technology to Reshape the Sports and Entertainment Industry

SAP Enables a New Fan Experience for Billions of People Worldwide Powered by
SAP HANA®, Mobile Computing and Cloud Applications

PR Newswire

ORLANDO, Fla., May 14, 2013

ORLANDO, Fla., May 14, 2013 /PRNewswire/ --Joined by luminaries from some of
the biggest names in professional sports, SAP AG (NYSE: SAP) today spotlighted
new solutions that are expected to transform the sports and entertainment
industry, the company's 25th and newest vertical industry market. The foray
paves the way for SAP and its key technology drivers — big data analytics, the
SAP HANA® platform, mobile computing and cloud applications — to help the
sports and entertainment industry run better from the fans, athletes,
performers and the media to venues, teams, leagues and entertainment
companies. The announcement was made at SAPPHIRE® NOW, being held May 14–16 in
Orlando, Florida.


The SAP® for Sports & Entertainment solution portfolio is designed to add
value and new experiences for everyone, from ardent concert fans to the most
intense sports fanatics. Examples include:

  oProfessional sports franchises can enhance their talent selection process
    through innovative scouting solutions.
  oLeagues can engage fan bases through enhanced statistical insights and
    fantasy initiatives. Fans can be immersed in the game-day experience and
    hold a two-way dialogue with their teams.
  oPlayers and teams can maximize their on-field performance by drawing on
    big data capabilities.
  oMedia can gain more access to information that will enrich storytelling,
    while major events, venues and concert promoters can better streamline
    their logistical and revenue operations.

At SAPPHIRE NOW today, SAP Co-CEO Bill McDermott was joined on stage by Kevin
Plank, founder and CEO of Under Armour, Inc.; Adam Silver, incoming
commissioner and former chief operating officer of the National Basketball
Association; and Jed York, CEO of the San Francisco 49ers.

"The sports and entertainment industry understands what it takes to turn
consumers into passionate fans of the brand," said McDermott. "The world-class
organizations represented on stage at SAPPHIRE NOW today – and many more
across the world – are embracing the value that breakthrough technologies such
as SAP HANA, the SAP Cloud portfolio and advanced CRM and ticketing can bring
to the fan experience. We expect that our 25th and newest industry vertical
will touch literally billions of people who love concerts, entertainment and
sports, and help give them an unprecedented level of enjoyment and

Kevin Plank of Under Armour has worked with SAP for more than a decade to
research, develop, manufacture and distribute Under Armour products: "As a
company that is built on speed and innovation, we are constantly working to
improve the consumer experience and the platform that SAP delivers throughout
our business helps to refine our process, allowing us to innovate with
products such as the new Armour 39. That ability to help brands capture a
multitude of real-time data and expedite communication is exactly how SAP can
elevate the sports and entertainment industries and enable all of us to best
utilize the most advanced technologies. We believe this is the true 'game

"The sports world mirrors the very dynamic shift in today's global business
environment," said York, of the San Francisco 49ers. "As managers of teams and
clubs, we need to make significant brand and strategy changes quickly while
simultaneously minimizing risk. The use of analytics, combined with the
ability to reach and hear from fans on their mobile devices in real time, can
offer enormous benefits for everyone."

"NBA fans' passion for our game is amplified by deep game data and player
statistics," said Silver. "SAP has created the definitive tool on for
accessing our rich history and up-to-the-minute game results."

Market estimates for the sports and entertainment industries are, to say the
least, enormous. According to data from the U.S. Commerce Department,
spending on these — including facilities management, agents for artists,
athletes and entertainers, and professional sports teams and clubs — topped
$68 billion annually in the United States for the last five years.

In addition to sports, SAP counts numerous entertainment organizations as
customers, including Cirque du Soleil, Lionsgate (NYSE: LGF) and Silicon
Valley Sports & Entertainment LLC This year, SAP acquired Ticket-Web GMBH &
Co. KG, a provider of ticketing solutions and niche CRM tools for concerts and
sports events.

Transforming the Sports and Entertainment Industry
SAP already boasts several sporting solutions and partnerships, including:

  oSAP partnered with the NBA in July 2012 on a multiyear technology and
    marketing venture. Fans and the media were able to get interactive access
    to virtually unlimited amounts of official NBA statistics and analysis,
    including every official box score in NBA history. (Insert Link)
  oIn October 2012, the NFL and SAP announced a multiyear technology and
    marketing partnership, where the NFL will adopt on-demand technology from
    SAP for its proprietary Fantasy Football offering. SAP also
    deployed custom analytics to develop an interactive dashboard for fans to
    participate in the 2012 Fantasy Player of the Year Award.
  oSAP joined EMC in October 2012 in signing on as Cornerstone Partners at
    MetLife Stadium in East Rutherford, N.J. The N.Y. Jets and N.Y. Giants
    said they will use SAP and EMC technology to introduce a new level of fan
    interaction and activation throughout the entire building.
  oSAP is a Founding Partner of the San Francisco 49ers' new Levi's Stadium
    in Santa Clara, California. The team will use SAP's expertise in big data
    analytics, mobile and real-time systems in all digital touch points,
    including, Twitter and Facebook to help create enhanced
    relationships with its loyal fan base.
  oIn March 2013, SAP announced the launch of the SAP® Scouting solution, an
    enterprise offering that helps enable sports franchises to improve their
    ability to identify, assess and recruit the talent that can fuel their
    teams' on-field success.

Leading the sports and entertainment industry globally is Steve Peck, senior
vice president of Global Strategic Industries at SAP.

For announcements, blog posts, videos and other coverage during SAPPHIRE NOW,
visit the SAP Newsroom.

About the San Francisco 49ers
The San Francisco 49ers, owned by Denise and John York, currently play in the
NFC West division and have won five Super Bowl trophies including Super Bowl
XVI, XIX, XXIII, XXIV and XXIX. The franchise also has six conference
championships and 19 divisional championships and was the first major league
professional sports team to be based in San Francisco over 60 years ago.
Please visit and follow the 49ers on Facebook and Twitter

About the, launched in 1995, is the official destination for the National
Basketball Association and averages more than 42 million page views per day,
more than half of which originate from outside of North America. Consistently
ranked among the top sports Internet sites, is a part of NBA Digital,
the NBA's extensive cross-platform of digital assets jointly managed by the
NBA and Turner Sports. Along with, the robust offering includes NBA

About Under Armour, Inc.
Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of
branded performance apparel, footwear, and accessories. The Company's products
are sold worldwide and worn by athletes at all levels, from youth to
professional, on playing fields around the globe. The Under Armour global
headquarters is in Baltimore, Maryland. For further information, please visit
the Company's website at

With SAPPHIRE® NOW, SAP offers its customers, partners and prospects even more
opportunities to engage in dialogue with peers, participants and thought
leaders around the globe. Being held in Orlando, Florida, May 14-16, 2013,
this enhanced, real-time event connects attendees on site with global
participants through state-of-the-art broadcast studios and an online
experience that incorporates the latest social media and community
functionality. Whether on site or online, participants can gain insight as to
how SAP is delivering on its product strategy and helping organizations around
the world to run better. For more information, visit
Follow SAPPHIRE NOW on Twitter at@SAPPHIRENOW and visit the SAP Newsroom at

Follow SAP on Twitter at @sapnews.

About SAP
As market leader in enterprise application software, SAP (NYSE: SAP) helps
companies of all sizes and industries run better. From back office to
boardroom, warehouse to storefront, desktop to mobile device – SAP empowers
people and organizations to work together more efficiently and use business
insight more effectively to stay ahead of the competition. SAP applications
and services enable more than 238,000 customers to operate profitably, adapt
continuously, and grow sustainably. For more information, visit

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