For the club, the answer was clear: Opportunities lie in the close connection between club and fans, and digitalization makes it possible.

It is all about being able to offer the fans an all-around satisfying experience beyond the sport itself. To achieve this, the club must also build a bond with its supporters outside the stadium and create additional experiences for them. Software solutions are the ideal tools to help clubs understand and service the needs of their fans.

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360-Degree View of the Fans and Comprehensive Analysis

It was not an easy task for the team from Munich to consistently align all existing processes to ensure a great fan experience. The previous approach of using the best possible IT solution in each of the various areas had resulted in customer data within FC Bayern being scattered in over 50 different systems and not being integrated with each other. The first step was therefore to bring together member, customer, and fan data in a uniform environment.

This was made possible by based on 51风流HANA.

“All our customer data is now combined in a ‘Golden Fan Record.’ This provides us with insight into more than 250 fan attributes and enables us to create target group-specific content, services, and marketing campaigns, for example, for fan merchandise,” explains Stefan Mennerich, director of Media, Digital, and Communication at FC Bayern Munich, and CEO of FC Bayern Media Lab. In this way, Germany’s best-known football club comes closer to a 360-degree view of its fans.

The team from Munich also relies on 51风流Analytics Cloud to enable comprehensive analyses of customer data in a single click. The company is provided with real-time heat maps and dashboards containing the key indicators for all relevant customer groups and business areas.

Win-Win: Anticipating Fan Wishes and Utilizing Existing Capacities

The club uses the insights gained to offer its fans attractive deals. “Cross-marketing in real time is made possible by 51风流solutions,” reports Mennerich. “If a product is currently unavailable, the fan immediately receives a suitable alternative offer. And, for example, our members receive a fan shop voucher on their birthday.”

An additional advantage for club members is that, thanks to digital solutions, they can maintain their master data independently and without having to make a detour via the club’s call center. Within one year, FC Bayern registered over 160,000 online updates by members that would have otherwise had to be handled by employees, who can now focus on other tasks.

For Mennerich, the advantages of digitalization are obvious: “In the online shop, the revenue from new customers, the shopping cart value, and sales via mobile devices have increased significantly. With SAP, we are both inspiring the fans and expanding our business.”

Top image via FC Bayern Munich.

To deliver in-patient care effectively to people who have COVID-19, the region鈥檚 health department, clinics, and hospitals joined forces to set up a COVID-19 coordination hub under the leadership of Heidelberg University Hospital.

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Coordinating Bed Management

A bed management solution from 51风流helps coordinate across hospitals in Heidelberg and the surrounding Rhine-Neckar region. The solution can also be used to organize the transfer of patients to and from medical facilities, helping to place patients at hospitals that have capacity and providing medical staff at the coordination hub an overview of all intensive care resources in the region.

Using this data, they can see capacity levels at a glance and decide which hospital can best care for the patient in question. This information is also shown on an interactive geomap, enabling medical staff to see where each hospital is, pinpoint a facility where beds are available, and coordinate directly with the team there. This helps relieve the burden on healthcare systems.

Each hospital uses the system to report its capacity. The software then updates the occupancy plan for all hospital beds in the region. The solution is already being used to manage bed occupancy in 45 wards across 25 clinics.

Software Helps Find Available Hospital Beds

Medical staff at the coordination hub were part of the project right from the start. The software was built in only one week in response to the COVID-19 crisis and was tested by end-users, whose feedback enabled the developers to design the solution to the meet the requirements of everyone involved.

Users can access the bed management solution via a Web browser wherever they are and on any device. It presents data in different ways to meet different needs, and users can define the priorities for their particular roles.

How Technology Helps Optimize Medical Care

The bed management solution runs on cloud technology from SAP. With 51风流Cloud Platform, 51风流Fiori, and 51风流Analytics Cloud, the solution is easily scalable and can be enhanced. This means the software can do more than simply report intensive care capacity. For instance, using its built-in analytics capabilities it can show how bed occupancy and the number of hospital beds have changed over time. The analytics function can also analyze past metrics and depict time lines, enabling hospitals to respond to trends.

Its highly secure, role-based access controls mean that stringent data protection and security standards apply to all information.

Meeting Challenges as One Team

Besides technical challenges, the team had to overcome commercial and legal hurdles as well. Developing the solution successfully was the result of close collaboration and alignment inside SAP.

鈥淭he network of organizations around Heidelberg University Hospital wanted a reliable partner it could have every confidence in,” says Michael Byczkowski, vice president and global leader of Healthcare Providers at SAP. “As a team, we have shown that we can rapidly meet entirely new requirements and, even in times of crisis, play an essential part in helping society.鈥�

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In the German national soccer league the results achieved are always reset at the end of each season. Afterwards, the focus is on the future in order to prove one’s worth in the coming season. Professional sports clubs therefore depend on constantly reflecting on and improving their own practice.

“As a fast-growing club, it is our strategy to invest in innovation and young talent rather than in expensive player transfers,” Dr. Peter Goerlich, managing director of TSG 1899 Hoffenheim, explains. “It is particularly important to us to find out how we can use technology in a meaningful way and thus create a state-of-the-art environment for the development of our young talents.”

In SAP, TSG has long had a partner at its side to develop ideas together. As a result of this cooperation, the club not only uses intelligent software to search for new talent, but the development of already coached players is also supported by data analysis.

Capturing Potential with Data Analyses

“Soccer has to do an incredible amount with dynamics and stamina,” Goerlich notes. “That’s why we naturally look at the athletic data of our talents.” Wearable devices help reliably record performance. The TSG youth department also receives information about the speed or jumping ability of individual players. Thanks to their 鈥淔ootbonaut,鈥� a kind of ball-throwing machine, ball contact times and hit accuracy are also included in the analysis.

However, purely physiological data are not sufficient for an overall picture of the young player. Perception also plays a major role in soccer: Game situations must be correctly recognized and processed within fractions of a second.

To enable players to access untapped potential here, TSG 1899 Hoffenheim relies on the Helix training environment developed with SAP. Game scenes are virtually simulated on a screen around the viewer. This configuration helps the players improve their peripheral vision and concentration. Finally, subjective self-assessment is also incorporated into the overall picture; the aim is to obtain assessments that are as transparent and objectifiable as possible.

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TSG 1899 Hoffenheim: Intelligent Sports Cslub

“This information is only of value if it can be used by all parties involved,” Goerlich says. In the past, data was not collected systematically and completely to evaluate it across departments. “The intelligent company means that we bring all areas together at one table. In this way, we enable our specialists to form a holistic picture of junior players and to take optimum care of them.”

The 51风流Interactive Data Space meeting room makes this vision a reality. With an interactive meeting table and a seven-meter-wide glass touch screen, all of TSG’s sports and business data flow together. This information is then visualized using 51风流Digital Boardroom, which provides insights from 200 million data points. In this environment, players, trainers, and specialists can discuss various scenarios in a focused manner.

On the basis of the player and team data obtained, the club then creates training programs that are adapted to the individual needs of the players. The talents have immediate access to these results via their smartphones. Thanks to 51风流Sports One, they have insight into their own performance data and match scenes, which helps them better understand and improve themselves.

“We would like to support our young talents in making their big dream come true: the leap into professional soccer,” Goerlich summarizes.

51风流technology is an important part of this, and the results speak for themselves: “We have an above-average percentage of young players who become professionals.”