SAP
Cost cap encouraged SAP back into F1 with Mercedes
The introduction of a cost cap in Formula 1 encouraged German multinational software company SAP to return to the sport through an agreement with the Mercedes team.
SAP and WhatsApp join Mercedes F1’s team partner portfolio
German software company SAP has agreed a new partnership with Mercedes-AMG Petronas, which the two parties state has the potential to “create a new blueprint” for the automotive industry, while US communications platform WhatsApp has stepped up its association with the Formula 1 team.
San Jose Sharks extend with arena sponsor SAP
The San Jose Sharks NHL franchise has renewed its sponsorship deal with German multinational software company SAP, which holds naming rights to the team’s home arena, SAP Center.
Lars Lamadé, SAP: ‘We sponsored the All Blacks because they’re big in Asia’
Lars Lamadé, head of global sponsorships, SAP, describes how the company use its esports sponsorships to recruit new staff and explains how the firm’s sponsorship of the New Zealand All Blacks plugged a gap in its portfolio
NBA Japan Games announces slate of 13 sponsors
A total of 13 sponsors have been announced for the forthcoming National Basketball Association pre-season games in Japan featuring the Golden State Warriors and the Washington Wizards
Software specialist SAP extends long-running Bayern deal
German Bundesliga club Bayern Munich has renewed its sponsorship agreement with software company SAP by three years until 2025
Patterns of Play – SAP & the WTA
In the second half of 2019, WTA official global partner SAP ran an activation showcasing how its technology supports the game via a virtual tennis presentation with animated infographics.
#SAPManCityHeroes – SAP & Manchester City
A digital campaign run by Manchester City, sponsor SAP and the Cityzens Giving programme, the activation ran from February to July 2019 and highlighted the fans who helped their communities thrive.
Battles from the Bench – SAP & the NHL
At the 2019 NHL All-Star Game Fan Fair, SAP used an immersive VR experience to give ice hockey fans the experience of coaching in the NHL.
Who’s the Blue? – SAP & Manchester City
With sports statistics more readily available than ever, SAP’s ‘Who’s the Blue?’ campaign tested the knowledge of Manchester City fans through a global social media campaign.
SAP links up with Russian Dota 2 esports event
Software manufacturer SAP has signed up as an official partner of the Epicenter Major Dota 2 esports event in Moscow on June 22
SAP expands ESL analytics partnership, signs with DreamHack
German software brand SAP has expanded its partnership with ESL, the world’s largest esports event organiser.
SAP signs last-minute esports partnership with Kuala Lumpur Major
German software brand SAP has signed a last-minute partnership with global esports tournament the Kuala Lumpur Major, which is set to take place this month