Integration, fan engagement and content creation

In July 2015, SAP SE and City Football Group (CFG) announced a global, multi-year marketing and technology partnership designed to transform the way the Group and its football teams operate and perform, from the boardroom to the pitch.

The partnership will see the implementation of a range of cloud-based solutions powered by the SAP HANA platform, helping to simplify the Group’s worldwide operations, increase productivity and enhance the fan experience.

As part of the partnership with Manchester City, SAP created interactive installations within the Etihad Stadium and City Football Academy, bringing real-time analytics and insights to life for fans attending games.

CFG has begun to utilise a variety of cloud and business analytics solutions from SAP and City Football Services is now exploring ways to co-innovate with SAP in talent management, football performance and human performance.

Both organisations recognised the opportunity to bring two innovative, global brands together to transform the way that technology is used in sports.