ExclusiveSAP: "If a decision maker sees how our software is used in sports, it can benefit them" (L. Lamade)

"If a decision maker sees how our software is used in sports, they can find the benefits for their own organisation. For instance, if SAP can track players on the football pitch or boats, it could track a customer in a store and provide insights of their habits to a retailer," said Lars Lamade, head of sponsorships for Europe and Asia at SAP SE, to News Tank Football on 22/03/2021.

According to the German software publisher's head of sponsorships, with their sponsorship portfolio, they "pursue the same objectives - which can be divided into four pillars - that we try to apply to all our assets:
• Branding, as we want to make our brand visible to the world;
• Commercial activities (invitations to customers and prospective clients);
• A reference story;
• Employee engagement."

"We are powering our SAP Tennis analytics solution to the WTA through data provided by Hawk Eye technology. We then get the live data and analytics available to all coaches via iPad or tablet. In the past, we used to focus more on men’s sports and part of our new goals is to provide a platform to promote gender…