SAP is to strengthen its long-running partnership with German Bundeslega football team, TSG 1899 Hoffenheim in a deal that will make them the team’s new main sponsor.


Beginning in the 2013/2014 season, SAP will be Hoffenheim’s main kit sponsor, appearing on the front of the team’s iconic blue jersey, as well as having a presence on the LED advertising boards in the WIRSOL Rhein-Neckar-Arena.


Hoffenheim has used innovative SAP software for many years, including the SAP ERP application for financial accounting, merchandising, and e-commerce. SAP and Hoffenheim plan to implement the SAP Event Ticketing software and a player database using the SAP HANA platform, as well as a migration to SAP Business Suite powered by SAP HANA and the SAP HANA Enterprise Cloud service.


SAP also has plans to collaborate with Fraunhofer IIS to create a program to analyze player performance via sensors during 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.


To create a more exciting football experience that takes fan beyond the numbers, SAP and Hoffenheim plan to develop innovative apps that fans can use via their mobile devices, helping to bring them closer to the action than ever before.


The sponsorship deal is planned for three years and underlines SAP's long-term commitment to TSG 1899 Hoffenheim.