SAP Named New Main Sponsor of German Football Club TSG 1899 Hoffenheim

WALLDORF — SAP today announced its sponsorship of the German Bundesliga football club, TSG 1899 Hoffenheim. Beginning in the 2013/2014 season, the sponsorship is planned for three years and underlines SAP’s long-time commitment to TSG. The SAP logo will be displayed on players’ jerseys, at press conferences, on the training ground and in hospitality areas.

TSG has used innovative software from SAP for many years, including the SAP® ERP application for financial accounting, merchandising and e-commerce. SAP and TSG plan to implement the SAP Event Ticketing software and a player database based on the SAP HANA platform, as well as a migration to SAP Business Suite powered by SAP HANA and the SAP HANA Enterprise Cloud service. To create a more exciting football experience and increase fan engagement, SAP and TSG plan to develop innovative applications that fans can use via their mobile devices.

To support the analysis of player performance, SAP plans to collaborate with Fraunhofer IIS to help enable individual player movements to be monitored via sensors during football training. With the help of SAP HANA, coaches will be able to analyze collected data in real time, enabling them to provide direct feedback to players on their performance.

“As a technology partner, we have been supporting the impressive development of TSG 1899 Hoffenheim for many years, from the regional to the top league in German football, and we are pleased to be able to deepen our relationship,” said Michael Kleinemeier, president, Middle & Eastern Europe (MEE) Region, SAP. “Through the deployment of our solutions, we will offer players and fans a completely new experience. With the anticipated innovative mobile app, we intend to bring fans closer to TSG. And thanks to innovative training evaluations based on SAP HANA, we intend to offer players new opportunities to improve their performance.”

“With our strong partner SAP as our new main and jersey sponsor, we have taken a huge step forward into a new era of promoting our club,” said Jochen A. Rotthaus, sales and marketing director, TSG. “Though a global player, SAP remains deeply rooted in the region and this philosophy fits perfectly with the values ​​of TSG 1899 Hoffenheim. SAP is a long-standing partner and we have used the company’s software intensively in our organization for many years. We are very excited and proud to take our partnership to the next level.”

Sports and entertainment solutions from SAP help the industry run better – from the fans and athletes, to the teams and leagues. SAP already boasts several sporting solutions and partnerships:

  • In March 2013, SAP announced its official premium partnership with the German Football Association (DFB) and its senior team. The DFB intends to use the SAP Customer Relationship Management (SAP CRM) application powered by SAP HANA, SAP Event Ticketing and SAP Business Suite. By using SAP software, the DFB intends to improve the transparency of existing business processes and improve interaction with fans.
  • Since February 2013, SAP has partnered with the German Ice Hockey League, Deutsche Eishockey Liga (DEL). By using analytics solutions from SAP, DEL is able to easily process data, providing hockey fans access to current and historical data on their website,, for analysis.
  • In 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.

For more information, visit the SAP Newsroom. Follow SAP on Twitter at @sapnews.

Media Contact:
Iris Eidling-Kasper, SAP AG, +49 (6227) 76 57 97,, CET