Bayern Munich Signs Premium Partnership Agreement With Software Company SAP

Bayern Munich has a new premium partner. The Bundesliga club signed an agreement with software manufacturer SAP SE for an initial three-year term. The partnership aims for sporting and commercial success through the use of innovative technologies, with the goal of simplifying and efficiently structuring a host of business procedures at the club (Bayern Munich). Earlier this year, Bayern Munich signed a deal for the SAP Customer Relationship Management (SAP CRM) application and a scalable solution for commerce from hybris software, an SAP company. With this technology, the club aims to intensify the interaction with its fans, personalize their experience and reward them for their loyalty. Discussing Bayern’s internationalization strategy, the two companies agreed very quickly that there was a lot of potential for a broader cooperation, with technology helping the club on and off the pitch, especially in the area of player performance and health monitoring (SAP).