SAP hopes its software can score with sports teams

The company's push into sports is its 25th vertical

SAP is hoping to win points with professional sports teams by showing how its HANA in-memory database, analytics, mobile software and other technologies can help them make fans happier, find better players and improve their operations.

The vertical is SAP's 25th, according to its announcement Tuesday at the Sapphire conference in Orlando.

SAP has already made some moves in this direction. A partnership formed with the National Basketball Association last year resulted in an online platform giving NBA fans access to massive amounts of statistics. SAP later signed a pact with the National Football League as well as individual teams in the organization.

It also rolled out a product called SAP Scouting, which uses the HANA in-memory technology and allows team officials to conduct analyses of player prospects.

HANA can help sports teams in other ways, according to SAP co-CEO Bill McDermott. "You can grab media from all the social sites," he said during a keynote address Tuesday at the conference. You can now drill into [fans'] feelings. You can get the intent of the crowd."

SAP's push into the sporting and entertainment world has a number of purposes, one of which is to raise and burnish the company's profile in the mainstream. It has taken a similar turn into consumer-oriented applications through its App Haus development arm.

But sports and entertainment organizations also spend vast sums of money on technology and operations, and SAP is keen to tap that well.

"It's good for SAP because obviously the sports market is huge," said analyst Michael Krigsman, CEO of consulting firm Asuret. "It gets the SAP name out there very broadly."

"For the sports teams, they have tremendous competition from hi-def televisions in the living room," Krigsman added. "The challenge is to create a unique experience in the stadium." Thus teams are looking to use technology inside the stadium to create "enhanced content that is not available at home" as well as shift their operations in response to what customers desire, he said.

Sports economics are "driven by season ticket holders," and teams need to keep those people happy, he added. "[Teams] need to do this whether they're on top or not."

San Francisco 49ers CEO Jed York echoed the point during a question-and-answer session with reporters and analysts on Tuesday. The football team makes use of SAP technology and its new facility is set to open in 2014.

"When you're looking to build out a new football stadium ... you want a software-driven stadium, not a hardware-driven stadium," York said. "Whatever unique experience our 68,000 season ticket holders want, we need to provide that."

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags softwareSAPindustry verticalssapphire

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Chris Kanaracus

IDG News Service
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?