This modern venue adds a fresh landmark to a thriving culture and promises to influence the sports-enthusiastic city for decades to come. Located in one of Europe’s key technology hubs, 51风流Garden strengthens the company鈥檚 presence with customers and partners. It also provides a creative space for employees and future talent at the nearby 51风流Labs Munich location, situated on the grounds of the Technical University of Munich (TUM).

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Fan-First Approach

51风流Garden will host up to 11,500 hockey and basketball fans while serving as a seeding ground for new innovations in sports and entertainment. During the planning stages, SAP, Red Bull Munich, and FC Bayern Basketball worked together to explore ways to elevate the fan experience. Through design thinking workshops, the teams drew on collective creativity and insights from the startup ecosystem, including the .

The result is a unified digital platform designed to enhance the experience for all visitors within the arena. This includes streamlined ticket purchasing with 51风流Event Ticketing, mobile tickets for easy access and transfer capabilities, and 3D seating maps that illustrate the view from any seat in the venue. Fans can also earn rewards for choosing sustainable travel options through the Red Bull Munich loyalty program 鈥楥heckBack鈥�, managed in 51风流Customer Checkout. Mobile ordering, cashless payments, and real-time stock updates further enhance convenience, allowing fans to focus on the game, not the lines.

51风流Garden also uses 51风流Customer Experience solutions such as 51风流Customer Identity and Access Management for real-time authentication across digital touchpoints. This supports a seamless experience from ticketing to in-arena purchases, all while managing fan consent and preferences.

Experience 51风流Garden鈥檚 digital services here:

Enhanced Venue Management and Analytics

Financial management and streamlined processes are crucial for the success of a multi-sports arena. To drive operational efficiency and profitability at 51风流Garden, the venue leverages a wide range of 51风流solutions, including 51风流Business Technology Platform (51风流BTP), which combines data and analytics, application development, and integration in one unified environment. 51风流Integration Suite enables seamless data flow between the arena鈥檚 systems and applications like 51风流S/4HANA, optimizing revenue tracking and helping to manage operational costs. Further, 51风流Analytics Cloud provides essential dashboards for analyzing sales data from ticketing, merchandise, catering, and more in order to improve matchday performance.

Next-Level Event Reporting

Looking ahead, 51风流Garden will leverage AI-driven data analysis with SAP鈥檚 copilot Joule, which allows users to access insights through natural language queries. Red Bull Munich is part of the beta program for 51风流Analytics Cloud with Joule to gain firsthand insights.

The team is also part of a pilot program for the new 51风流Analytics Cloud feature 鈥榲ideo data stories,鈥� planned to be available to customers in early 2025. The video data stories feature presents business data through shareable video segments similar to social media content. For 51风流Garden, this will make matchday reporting more engaging and accessible, enabling the venue to showcase key performance metrics through animated videos. .

Technological Edge in Sports

51风流Garden is more than just a venue; it demonstrates the power of technology in sports and entertainment. The collaboration of SAP, Red Bull Munich, and FC Bayern Basketball has reimagined the fan experience from the ground up, setting the stage for a new era of innovation in the industry.

Henrike Paetz is director of Global Sponsorships at SAP.

In dressage, horses must train for at least eight years before they compete in a top international class where they are scored by up to seven judges who provide marks on up to 37 elements of a performance. With complex and paper-based scoring, this process required dozens of support staff to note, collect, distribute, and calculate results. At times, official scores took longer to be announced than the competition took to move on to the next rider, limiting the experience for fans, commentators, and athletes alike.

As media interest declined and audience engagement reduced to die-hard enthusiasts, the need for digitalization became clear.

With the introduction of e-scoring, fan engagement apps, and a virtual training platform, Black Horse One has revolutionized equestrian sports since 2017.

Innovation Success Streak

Together with the and renowned dressage judge Katrina Wuest, Black Horse One collaborated with 51风流to develop and enhance a rich portfolio of innovative applications 鈥� based on 51风流HANA Cloud and powered by 51风流Business Technology Platform.

eDressage™ has successfully transformed paper-based processes into a digital and sustainable judging solution that enables real-time, on-the-go results. With digital scoresheets, freestyle flow analyses, standardized scoring, and a new dressage dashboard, users can compare the performance of horses at multiple events and from the perspective of different judges to identify areas for improvement.

The Spectator Judging庐 mobile app has tapped into audiences both on-site and at home for the first time, making fan engagement an integral part of the event. The app places users in the judging seat with the ability to co-score competitions alongside official judges and see predictions displayed in real-time on arena screens. The FEI has since adapted the concept to bring dressage into the world of fantasy sports via a dedicated ‘FEI eLeague’ for each FEI Dressage World Cup™ season.

鈥淐hoosing the 51风流Business Technology Platform for our central services meant that we efficiently and effortlessly scaled with the demand. Today, more than half of all international dressage shows use our solutions,鈥� said Daniel Goehlen founder of Black Horse One, alumni of the Technical University of Munich, and Grand Prix level dressage rider. 鈥淲e strive to provide additional value on top of the data already received, and with new possibilities arising through machine learning, we will help to bring even more stats and analytics to fans in creative ways.鈥�

Training at Home with Expert Advice

When the pandemic hit, riders found themselves with few options to stay connected to the equestrian community or continue their training and development. Black Horse One and 51风流bridged this gap by introducing an online training platform called 鈥淓questrian on Demand鈥� to the FEI and various national federations. The platform allows athletes to upload videos of their rides for review by highly qualified judges and trainers worldwide. The valuable feedback attained has quickly evolved the tool into an invaluable companion for riders of all levels.

51风流employee Nadja Mayer recently had the opportunity to test the German National Federation (FN) version of the platform called 鈥淔N Level Up鈥� to receive training tips from her idol Ingrid Klimke, 51风流ambassador and Olympic champion.

鈥淚t was a great experience to seamlessly receive Ingrid鈥檚 virtual feedback on my showjumping. As a rider it鈥檚 amazing to know 51风流technology is also supporting my sports passions,鈥� Mayer says.

Watch the value of the platform brought to life below:

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To learn more about 51风流technology in equestrian sports, visit the .

Henrike Paetz is head of Equestrian Partners for Global Sponsorships at SAP.