Qatar excites fans with a new Digital Fan Experience for sports events

 | SAP – 2017

SAP SE, FC Bayern Munich, and Aspire Academy enhance fan engagement and team performance with real-time technology

Technology leader in enterprise application software SAP, German record football champion FC Bayern Munich and Qatar’s Aspire Academy have announced that Qatar is set to enjoy the world’s most technologically advanced fan experience thanks to the innovative use of real-time technology.

In preparation for the mega sports events Qatar is set to host, and which are set to attract millions of visitors, the country is rapidly developing public-private partnerships for the construction of connected stadiums and the enhancement of national team competitiveness, youth development, technology and communications infrastructure.

“Worldwide, we are entering the age of the Digital Fan. Football fans are passionate and want instant connections with their favorite teams on mobile apps and social media. Qatar has the opportunity to deliver the ultimate fan experience – from planning their trip beforehand, to providing exclusive media content, and ordering and delivering concessions to their seats,” said Andreas Jung, Member of the Executive Board at FC Bayern Munich, one of the world’s most successful and valuable football clubs, with more than 400 million fans worldwide.

FC Bayern Munich has used real-time technology to react more rapidly to its 30,000 hourly fan dialogues through digital channels, keep players healthy, and deliver new products and services in response to fan demands.

Qatar’s Aspire Academy is also using SAP HANA, the real-time analytics platform, to drive youth development by sharing data from a network of clubs around the world with coaches, sports scientists, athletes, and management.

“Sports teams have long known the benefits of using real-time data during matches to enhance lineups and strategies. As the Middle East’s first youth sport academy to partner with a leading technology company, Aspire Academy is dedicated to using big data analytics to develop young talent in Qatar and enhance Qatar’s competitiveness,” said Ivan Bravo, Director General, Aspire Academy.

Driving innovation in sports thanks to real-time data analytics with the in-memory platform SAP HANA, SAP enables teams and organisations to manage players and engage more efficiently with their fans.

“Qatar’s vision and infrastructure puts it in an ideal position to deliver some of the most technologically advanced events. With the help of real-time technology, sports teams can deliver personalised and seamless fan experiences, proactively engage with fans on social media, and enhance training and performance,” said Bernd Leukert, member of the Executive Board, SAP SE, Products & Innovation.

(left to right) Stefan Wagner, Global General Manager of the Sports & Entertainment Industry at SAP, Stefan Mennerich, Director of Media, Digital and Communications at FC Bayern Munich, Markus Egger, Director of Sports and Strategy at Aspire Academy, Fadi Naoum, SVP Products and Innovation, Head of Sports and Entertainment at SAP

Qatar is set to have the world’s most technologically advanced fan experience, FC Bayern Munich, Aspire Academy, and SAP announced today.

About FC Bayern Munich

About Aspire Academy
Aspire Academy first opened its doors in 2004 and is considered to be one of the leading sports institutions in the Middle East. The Academy offers an integrated educational program of sports development, sports science and academic learning to boys aged 12 to 18. The school develops well-educated sports champions and aims to become the world’s leading sports academy for young athletes by 2020. For more information, please visit Follow Aspire Academy on Facebook:, Twitter: @aspire_academy, Instagram: @aspire_academy.

About SAP
As a market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run more efficiently and effectively. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organisations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 335,000 business and public sector customers to operate profitably, adapt continuously, and grow sustainably.
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Follow SAP on Twitter: @SAPMENA, @SAPMENANews

Media Contacts
Husain Al Tamimi, SAP +971 56 6811641,
Claire McPeak, SAP, +971 4 330 1777,
Steve Baron, Wallis Marketing Consultants, +971 4 275 4100,
Hassan Mubarak Esbaiss, +974 44136458,