SAP s head of sport says it got involved for the marketing potential, but now it sees a sustainable business as it helps Germany at Euro 2016
Like many other technology companies, SAP was attracted to the sports industry because of the branding opportunities created by associations with sports organisations and high profile athletes.
SAP Cricket analytics 2
It is confident its ability to offer end to end packages of software that allow back offices to run more smoothly, help organisations connect and attract fans, and improve athletic performance set it apart from other vendors in what is a growing market.
The German firm s technology will be used in every day management of the clubs, such as finance, HR and marketing, using analytics to improve processes and communication tools to convey concepts and data across all four territories.
Indeed, one of the main things that SAP has learned in its endeavours thus far is that it is impossible to make an impact in sport without the assistance of partners, like the DFB, that help influence the direction of its product.
But he was keen to emphasise that it s not just world famous sports leagues and teams that can benefit.
Without a successful back office, you will not be successful.