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SBD Global/September 26, 2012/Marketing and Sponsorship

German Software Corporation SAP Partners With The NFL's San Francisco 49ers

German software corporation SAP finalized a deal with the NFL San Francisco 49ers to be "a founding partner for its new stadium," according to Eric Young of the S.F. BUSINESS TIMES. The deal makes SAP the team’s "exclusive business software, statistics and performance partner." As part of the agreement the team’s practice facility, located adjacent to the new stadium, "will be renamed the SAP Training Center." The Niners have "already signed sponsorship deals with two other technology companies" -- Violin Memory Inc. of Mountain View and Brocade Communications Systems -- which will incorporate their products in the new stadium, located in nearby Santa Clara (S.F. BUSINESS TIMES, 9/24). The partnership will take the 49ers fan experience to the next level by using SAP’s expertise in analytics, mobility and real-time systems to decipher the information gathered from all digital fan touch points such as, Twitter and Facebook. That knowledge will help the team integrate new applications and features within the stadium on game day, and improve customer service throughout the year. SAP will integrate innovative technologies and capabilities into the 68,500-seat stadium. In addition to developing a statistics platform, SAP is also developing human resource systems for the franchise as well as other creative systems that have the potential to help football operations function more efficiently and effectively (San Francisco 49ers).
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