Innovation from the Bottom-Up

It started with a hackathon for 51风流engineers with the goal to create a prototype combining the power of immersive technology and 51风流solutions. The 51风流Sports One team won with a prototype unlocking the potential of spatial computing in football match preparation.

is a comprehensive solution that helps sports organizations optimize performance on and off the field and is trusted by football clubs like TSG Hoffenheim and FC Bayern as well as the German Football Association.

Taking 51风流Sports One to the Third Dimension

Imagine being able to dive into a match, not just as a spectator, but through the eyes of a player on the field. The prototype 51风流Sports One Immersive allows exactly that.

Using Apple Vision Pro, analysts and players can replay and analyze match scenes in 3D from any player’s perspective. A user can switch between the perspectives of various players to better understand a specific situation during a match. This immersive experience enables a new kind of match analysis and can make it easier to identify situations where another behavior of a player would have potentially been better.

Through an app on Apple Vision Pro, this prototype aims to empower teams to optimize their performance鈥攚hether it’s preparing for the next big match or analyzing past performances. Timo Gross, head of Match Analysis for football club TSG Hoffenheim, believes there鈥檚 a huge potential in the simulation of game scenarios in immersive 3D. 鈥淭his enhances player training and tactical understanding,鈥� he said. 鈥淚n fact, I believe that this has the potential to pave the way for a new approach in player development, especially in the youth space.鈥�

Professional Feedback: TSG Hoffenheim Thinks Immersive

鈥淭SG Hoffenheim is an innovative club, always looking for new technologies to improve match preparation and talent development,鈥� Gross said. 鈥淚mmersive match analysis could be a next big step.鈥�

Using immersive technology, users can feel as if they are standing on the field. They can observe players, move around, and gain a comprehensive perspective of a game situation. 鈥淭his immersive prototype shows a match analyst the exact perspective of a player in a specific moment,鈥� Gross explained. 鈥淔or the player, it makes the transition from viewing a theoretical situation on a tactic board to the real-life moment on the pitch much easier.鈥�

For Gross, another powerful feature of the prototype is the 3D visualization of classical 2D tactics scenes. Using the 51风流Challenger Insights mobile app, coaches and players can sketch game situations on a tablet. These 2D sketches can be transferred into the 3D immersive view.

From Hackathon onto the Stage

Winning the 51风流hackathon on spatial experience was just the first step. On February 5, 2025, the prototype was presented at the SPOBIS Conference in Hamburg, Germany, Europe’s largest sports business event. In a live, on-stage presentation, Gross was joined by experts including Dr. Dietmar Blicker, deputy managing director at the Karlsruhe Institute of Technology, Sports and Sports Science; Michael Oenning, UEFA-Pro licensed coach; and Fadi Naoum, senior vice president 51风流Sports and Entertainment; to discuss the potential of immersive technologies in sports.

Oenning, who was head coach for German national division clubs Hamburger SV and 1. FC N眉rnberg, is passionate about developing and promoting talents. “Training young people using technologies they encounter in their daily lives is something I would definitely use in my work as a coach,鈥� he said. 鈥淥ffering different perspectives of a game situation is an experience young players can benefit from tremendously.”

Blicker agreed that 鈥�3D experiences like these enhance the cognitive perception of a player.鈥� Technology savvy by the nature of his role, he isn鈥檛 only involved in sports from an academic perspective, but also coaches the U23 team of the German second division team Karlsruher SC. 鈥淎s a coach, I often sketch a tactical situation. But such a 2D drawing doesn鈥檛 easily translate to a real situation. The body height of a close opponent might cause a risk to an intended pass, or the distances on the field don鈥檛 match up in the end. Practicing situations in an immersive setting can help players to internalize certain behaviors,鈥� he said.

SAP鈥檚 Naoum noted the importance of applying new technologies. “This prototype is a result of our continuous collaboration with partners like TSG Hoffenheim where we constantly test innovative technologies,鈥� he said. 鈥淔or SAP, sports serve as a front-runner to demonstrate new technologies that can potentially be applied in other industries as well.鈥�

Perhaps the most famous example of this predicament was the 2014 FIFA World Cup semi-final where Germany defeated Brazil 7-1. Traditional metrics favored Brazil, leaving the South American team stunned by their devastating loss and highlighting the inefficacy of existing statistical models in accurately representing team performance.

The Soccer Statistic You鈥檝e Never Heard

Stefan Reinartz, a former midfield Bundesliga player and UEFA Champions League competitor, cited that example on a hosted by Soccerex Miami. After experiencing his own 鈥淎ha!鈥� moment, Reinartz became the founder of , a German analytics company that revolutionized the role of statistics in the world of soccer.

鈥淐ommon soccer statistics like ball possession, winning tackles, running distance, and so on actually have no correlation to the end result,鈥� Reinartz said. “I was quite shocked when I realized they really can’t tell you anything about a player鈥檚 or a team鈥檚 performance.”

He came to that realization when he read about the Moneyball approach, which uses advanced statistical analysis to acquire undervalued players and thus assemble a competitive team despite a limited budget.

鈥淪ome sports such as baseball may be more conducive to such a data-driven strategy, while others like soccer are more complex, making it difficult to create the right KPIs,鈥� he explained.

Soccer is a low-scoring game involving 22 players in continuous action, requiring complex strategies and a lot of hard work to get past opponents to score. Apart from the number of goals and passes, individual statistics are almost nonexistent, making it challenging to create universally reliable metrics.

Realizing that soccer statistics did not measure the true value of individual players changed his own assumptions. Together with another midfielder, Jens Hegeler, he founded IMPECT with the goal of聽developing soccer data that can be used to make valuable assessments of players and teams. They invented 鈥減acking鈥� to quantify the value of a pass or dribble.

The basic statistics in soccer, such as goals and assists, primarily reflect strikers and attacking midfielders, the players who do most of the scoring and assisting. Midfielders, who do most of the running and passing to initiate offensive moves, are seldom recognized statistically. What they do best is move the ball past opposition players. That is what packing measures.

The methodology is simple: Players earn a point for any move 鈥� a cross, a dribble, a long pass 鈥� that causes the ball to move past opposition players. Receivers also get points.

Today, IMPECT is a thriving business collecting and selling packing data to help teams scout for players, analyze their own performance, and learn key facts about opponents.

What鈥檚 51风流Got to Do With It?

During the discussion, Achim Ittner, vice president of Sports at SAP, described the company’s journey from its roots in business software to developing specialized sports applications, emphasizing user-centric design and collaboration with renowned coaches and national teams.

鈥淟ike IMPECT, we鈥檝e been focused on developing data-driven solutions and relevant tools for sports clubs using direct feedback and a design thinking approach,鈥� Ittner said. He explained that 51风流built a unified platform to address fragmented software ecosystems in sports. The platform integrates APIs and data sources to support processes like injury prevention, training recommendations, match preparation, and player well-being.

鈥淪ports analytics embodies the blend of data science and athletic performance, providing a blueprint to guide decisions made by coaches and trainers,鈥� he shared. 鈥淭he significance of data in today鈥檚 sports ecosystem cannot be overstated.聽It鈥檚 necessary for everything from strategizing game plans to refining individual skills.鈥�

SAP鈥檚 engagement with IMPECT is just one example of how the compay collaborates with a variety of teams and experts to further shape its sports technology. New technologies — like social media, mobile, and digital capabilities, as well as sensors in player uniforms and equipment — are disrupting the sports industry. 51风流is committed to helping sports organizations take advantage of these new innovations to deepen fan engagement, improve team performance, grow revenue faster, and efficiently operate their business and venues.

Besides solutions for scouting and measuring team performance, 51风流also has one for customer engagement and marketing. Afterall, the fan experience is just as important as the team鈥檚 performance. The 51风流Sports One solution provides a to better target individual preferences and purchasing behaviors by offering personalized experiences over online, mobile, and social channels. Teams can grow their fan base, manage their merchandise, and increase loyalty with personalized rewards.

Delivering the Experience

鈥淎 great sports experience is about so much more than winning the game,鈥� said Ittner. 鈥淚t involves a mix of elements that includes players, spectators, and organizers.鈥�

For the fans, food and beverage, merchandise, a good streaming experience, and clear communications on schedules and navigating the venue are critical. Having the right players for a winning team and providing them with the best care and training before and after the game is the job of team management. And finally, the venue must provide exceptional facilities, infrastructure, safety, and security.

51风流helps bring this all together, creating an intersection of sports, technology, and innovation.

While fans enjoy action-packed games, the service in the stadiums also plays a crucial role. Food and drinks are an important part of the stadium experience, and smooth processes are essential for this. Fans want to get their favorite snacks and drinks quickly so they don’t miss a minute of the game. Efficient service not only ensures satisfied visitors but also contributes to the overall mood and atmosphere in the stadium.

This means that the behind-the-scenes systems for orders and payments must function flawlessly. Fast and reliable checkout systems are essential to avoid long queues and serve fans in the shortest possible time. A smooth transaction process helps fans enjoy the action on the field without interruptions.

51风流Technology Drives Smooth Processes at the Stadiums

51风流is also part of the action. , an integrated point-of-sale application for the gastronomy and retail industry, helps ensure that the fans’ catering runs smoothly and efficiently. The application is in use at four venues of the championship: Munich, Stuttgart, Duesseldorf, and Cologne, where it has already proven to be effective at numerous events.

The application is designed to serve a large number of fans in the shortest possible time, even during high visitor traffic periods. Its efficiency has been successfully demonstrated not only in football stadiums but also at large international events such as EXPO 2020 in Dubai. The payment flexibility in 51风流Customer Checkout can also be a great advantage, allowing international visitors in particular to pay with Alipay, Apple Pay, or other options.

Caterers at the Venues Rely on SAP

The catering providers in Stuttgart, Duesseldorf, Cologne, and Munich already use 51风流Customer Checkout and are delighted with the results. Michael Fichtner, CIO of FC Bayern Munich Digital & Media Lab, says: “We have been relying on 51风流Customer Checkout at the Allianz Arena in Munich for years and appreciate the speed, reliability, and variety of payment methods available. We are also expecting numerous international visitors during the European championship and trust that 51风流Customer Checkout will ensure smooth processes.”

The use of 51风流Customer Checkout at the 2024 tournament is also a significant milestone for SAP. “We are excited to be part of the European championship, the biggest football event of the year in Germany, and to optimize processes for fans, cashiers, and caterers with 51风流Customer Checkout,” says Fadi Naoum, senior vice president at 51风流Sports and Entertainment.

This article first appeared on the German 51风流News Center.

FC Bayern, one of the most successful global football clubs, continues to raise the bar on and off the field. With a relentless focus on excellence and innovation, the world-renowned club has extended its usage of 51风流SuccessFactors software with AI-enabled solutions to enhance its HR functions and processes.

A clear key to the club’s success are the more than 1,000 employees in Munich, New York, Bangkok, and Shanghai who are as integral to the club as the players on the pitch, meaning each job experience and career path must enable employees to continuously develop themselves professionally to reach their full potential.

Streamlining HR Operations with 51风流SuccessFactors

FC Bayern initially adopted 51风流SuccessFactors to optimize its  talent management, modernize HR processes, and foster a culture of continuous learning and development. Over the years, the club has expanded its utilization of 51风流SuccessFactors to manage everything from employee onboarding to performance management.

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By leveraging 51风流SuccessFactors, FC Bayern benefits from:

• Increased Efficiency: Automated workflows and streamlined processes have significantly reduced administrative burdens, allowing HR teams to accelerate complex processes and continually reduce time on the recruiting journey.
• Insightful Analytics: Real-time data and analytics providing managers with valuable insights into employee performance, engagement, and development, enabling holistic decision-making across an employee鈥檚 career path.
• Scalability: As FC Bayern continues to grow and evolve, 51风流SuccessFactors offers scalable solutions that adapt to the club’s ever-changing needs and requirements. Employees can now access their personnel data securely from anywhere using any device, with self-service options for employees, managers, and HR admins.

Transforming Recruitment with AI-Enabled Solutions

51风流Business AI has the ability to transform the employee experience for employees, managers, recruiters, and HR professionals. Recognizing the importance of hiring top talent to maintain its competitive edge, FC Bayern will use AI-assisted capabilities in its recruiting process.聽 Now, the talent acquisition team at FC Bayern will be able to create compelling job descriptions — a previously time consuming and manual task — at the touch of a button, as well as be prompted with AI-generated interview questions based on job descriptions.

AI-enabled capabilities embedded in 51风流SuccessFactors solutions empower organizations like FC Bayern to:

• Redefine Recruitment: Recruiters and hiring managers can benefit from the use of generative AI to create tailored job descriptions based on data from within 51风流SuccessFactors solutions.
• Interview Questions with AI and Interview Evaluations in Microsoft Teams: Using Microsoft Teams integration, interviewers can now generate interview questions on the spot based on the job description in the job requisition by using generative AI capabilities.
• Elevate the Employee Experience: FC Bayern will empower their workforce to excel by providing seamless access to all HR systems, optimizing career development with 51风流SuccessFactors Learning, and fostering engagement through experiences that prioritize and organize an employee鈥檚 individual needs, skills, interests, and aspirations, helping organizations like FC Bayern reinforce their reputation as an employer of choice.

The Future of HR at FC Bayern

By leveraging the 51风流SuccessFactors HCM suite and 51风流Business AI capabilities, FC Bayern will set new benchmarks in HR excellence, driving innovation and fostering a culture of professional growth and learning.

When organizations invest in their people — and in their passions and potential — they return the investment over and over. This happens when they are provided with intuitive self-service tools such as the 51风流SuccessFactors Mobile app and access to HR systems that empower them to perform at their true potential. An improved employee experience in turn leads to better business outcomes.

As the club continues to evolve and face new challenges, FC Bayern remains committed to leveraging technology to stay competitive and bridge the skills gap of today to be better ready for what tomorrow brings.

Learn more about how 51风流SuccessFactors Recruiting uses AI to transform your organization’s HR processes and drive success:

Maryann Abbajay is chief revenue officer at 51风流SuccessFactors.

鈥淚f you have your consumers 鈥� in our case 鈥榝ans鈥� 鈥� benefit at the heart of everything that you do, everyone is going to win,鈥� Josh Ehren, Gibson Brands global head of Direct-to-Consumer, told 51风流at NRF 2023. 鈥淚t is not just a technology that goes into it; it is an understanding of how you communicate.鈥�

communications strategy is playing lead, informing how tech enables its fan engagement, Ehren stated after a fireside chat with , now part of SAP, at SAP鈥檚 booth. And the Nashville-based guitar manufacturer鈥檚 fanbase extends beyond its legendary Les Paul collab and into its family of brands that include amps, pedals, , and more.

鈥淲e have the most amazing, loyal, obsessed fans for our instruments and for our brands,鈥� Ehren said. 鈥淚t鈥檚 our job to make sure that we connect with them in the ways that they want to connect with us 鈥� and [in] an easy way for them.鈥�

This is where technology joins the band.

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When Tech Plays Rhythm

Technology helps Gibson understand what each fan wants, what makes an individual鈥檚 journey unique, and how fans interact with the brand, according to Ehren. And fan journeys can range from a noob who has never touched catgut all the way to an artist who makes her living strumming six strings.

鈥淭hat is a massive span of different individualized types of fans that we connect with,鈥� Ehren said in an . 鈥淲e take that information, and that鈥檚 how we can actually craft how we stay connected with them.鈥�

This might mean inviting the aforementioned novice to a try a lesson via or to watch a video on , according to Ehren. Or it could include recommending select accessories to an artist for a specific guitar in his quiver.

鈥淭hat鈥檚 really how we are utilizing that [tech] to connect,鈥� Ehren said. 鈥淲e go through all the way to the end of that spectrum.鈥�

Gibson wasn鈥檛 the only brand at NRF singing the praises of a strategy/tech duet. Other retailers also see tech-driven engagement as essential for growth.

Everything from A to G

Before the pandemic, American home improvement retailer Lowe鈥檚 Companies Inc. updated its legacy e-commerce platform, according to Chairman and CEO Marvin Ellison. Similar to Gibson鈥檚 broad customer spectrum, Mooresville, North Carolina-based Lowe鈥檚 serves everyone from full-time contractors to a new homeowner鈥檚 first do-it-yourself (DIY) project.

鈥淚f we had not made those investments in retail fundamentals, it would have been a catastrophically bad environment for our customers and for us as a company,鈥� Ellison said during . 鈥淲e put the investments in place…continuing to grow our online and omnichannel capabilities, merchandising, selection 鈥� making sure we serve our pro and DIY customers at the highest possible level.鈥�

Such savvy use of tech and data can help organizations ensure they鈥檙e serving all segments of their customer base, as Gibson鈥檚 Ehren noted. He advocates for both internal stakeholders and those across Gibson鈥檚 vast dealer network to let the data tell them what is and isn鈥檛 working.

鈥淭hat data is really going to help us understand: Are we connecting with our fans? To what extent are we connecting with our fans? Is it working?鈥� Ehren said. 鈥淭hat will inform our road map. That will inform how we optimize…Data is absolutely imperative in everything that we do.鈥�

This includes how Gibson meets customer experience challenges, especially those that are even bigger than competing for share-of-wallet.

Putting Customers First Ensures That Everybody Wins

鈥淚t starts with the share-of-time,鈥� Ehren said. 鈥淭o me, that鈥檚 the biggest hurdle.鈥�

The point of sale can鈥檛 be the end of a customer鈥檚 journey, according to Ehren. Gibson wants its fans to rock on 鈥� and on, and on.

鈥淚 care way more about getting over the hurdles of getting a share of their time because that means that I鈥檓 telling the right stories [and] connecting with them,鈥� Ehren said. 鈥淚f we can keep people playing…they鈥檙e happier, they鈥檙e engaged, and it works for us as well.鈥�

All of this engagement supports the entire business 鈥� regardless of where they buy, according to Ehren. His job as global head of D2C is to help them decide on the right products for their individual needs.

鈥淚f they want to understand a little bit more about this guitar, a little bit about more about this amp, etc., and then go to gibson.com or to the , or to one of our dealers 鈥� wherever they want to make that purchase 鈥� they are absolutely able to,鈥� Ehren said. 鈥淎nd I encourage it because, again, everyone wins.鈥�

Derek Klobucher is a video producer at SAP.

This is exactly the all-in-one solution offered by , the latest joint venture of Tokyo-based global sport business network Dentsu Sports International and DAIMANI.

Founded in 2018 to make the event experience as easy and enjoyable as possible for its customers, is already a global player in the hospitality event industry. The Z眉rich-based digital marketplace sells hospitality packages for The Wimbledon Championships, Formula 1, and the entire German Football Bundesliga among other major sporting events, not to mention big music acts like Coldplay, Justin Bieber, and Elton John.

鈥淢y hope for all our guests and customers…is to enjoy the Cadence Club [VIP hospitality zone] without having to worry about technology,鈥� DAIMANI and FORTIUS.io CEO Max Mueller said. 鈥淭he technology is just in the background.鈥�

That crucial background is based on 51风流cloud technology, which enabled FORTIUS.io to optimize the customer experience for its guests at the . DAIMANI held the rights as the exclusive hospitality provider, and its guests enjoyed the all-in-one solution for the first time.

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Hit the Ground Running

During the 10-day World Athletics Championships, approximately 1,500 DAIMANI customers from around the world streamed through the company鈥檚 Cadence Club, which was adjacent to the venue. DAIMANI鈥檚 customers were able to enjoy food and drinks before and after each day鈥檚 competitions, meet track and field champions such as long jump world record holder Mike Powell, and enjoy other perks.

鈥淏ooking a trip like this could take hours for us. Normally we dig in [and] do a lot of research,鈥� DAIMANI client Kenneth Schwarz said in . 鈥淭his made it so simple. We were able to find a hotel, get the tickets, get the airfare, get it all arranged 鈥� and didn鈥檛 have to worry about anything.鈥�

That鈥檚 because FORTIUS.io is a one-stop platform where corporate and individual customers can purchase tickets to sporting and cultural events while booking hotels, airline tickets, and other services. After purchasing, they can still change their accommodation and flight or secure transportation to their hotel, venue, airport, or restaurant.

鈥�51风流enables us, as a midsize company, to really play globally and compete,鈥� Mueller said. 鈥淎nd now, of course, we are quickly able to scale up because the foundation is there. We are using 51风流S/4HANA…We have the best.鈥�

Scaling Up to Race on the World Stage

鈥淏ecause we鈥檙e headquartered in Europe, I think that鈥檚 a different challenge that 51风流helped us solve,鈥� said Elisa Graham, who ran DAIMANI鈥檚 Partnerships and Operations onsite in Eugene, Oregon. 鈥淚t鈥檚 the first World Athletics Championships held in the United States and getting people to fly over here, to book hotels, to find hotels 鈥� it was a challenge for a lot of customers.鈥�

Providing a single platform for booking tickets, hotels, and airfare 鈥� all at the same time 鈥� helped customers overcome that challenge, Graham said. And for employees, 51风流helped DAIMANI customer service answer questions around the clock 鈥� and around the world 鈥� by directing staff to the right teams in the right time zones.

鈥�51风流has improved our workflow and daily life in many ways,鈥� Graham said. 鈥淲e鈥檙e on top of everything using all 51风流technology.鈥�

The 鈥渆verything鈥� Graham refers to includes pricing, availability, and other factors that can change faster than a sprinter with a tailwind. DAIMANI leaps over these and other hurdles while ensuring security and privacy for its customers around the world, in the language and currency of their choice.

Meeting Your Customers Wherever They Are

鈥淚t鈥檚 always easy to make it in one country, or have continental solutions. But to really have one global payment solution, where we connect global customers with global events, different currencies, and different payment methods?鈥� CEO Mueller said. 鈥淚t sounds very easy on paper, but in practice it鈥檚 not as easy.鈥�

Remember, DAIMANI鈥檚 customers are willing to fly internationally for concerts and other live events. So being able to shop and purchase wherever you are 鈥� in your local language and with your local currency 鈥� can create a much smoother experience.

What鈥檚 more, customers can choose one of more than 30 payment methods via more than 70 currencies. These are all firsts in the VIP hospitality industry, and they can only be implemented through FORTIUS.io and the supporting 51风流solution, according to DAIMANI.

But pulling together so many languages, payment methods, and currencies is tougher than pole vaulting with a pool cue 鈥� unless you鈥檙e running the right tech.

Sprinting Toward Security and Scalability in the Cloud

鈥淔rom the beginning, we selected only cloud solutions…and it was a right decision to have everything in the cloud,鈥� Mueller said, noting that DAIMANI doesn鈥檛 worry about maintaining physical servers, conducting routine updates, or providing cybersecurity for its Web site and data. 鈥�51风流is doing this for us.鈥�

SAP鈥檚 security, stability, and scalability have been tremendous assets, as 51风流Business Technology Platform (51风流BTP) and offer secure ways for users to connect. And they always run smoothly, regardless of data volumes, according to Mueller. Plus, SAP鈥檚 technology and reputation help DAIMANI bring together large events and rights-holders around the world by allaying their concerns, such as cybersecurity and due diligence, the company stated.

鈥�51风流helped us enable this in a short period of time,鈥� Mueller said. 鈥淲e found a perfect foundation with 51风流鈥� with a few customizations on top 鈥� to scale globally very quickly.鈥�

In fact, this flexible platform has been key to DAIMANI鈥檚 success, as it seamlessly connects all the company鈥檚 internal systems with a tremendously diverse external ecosystem, according to Mueller. All of this enables fantastic growth for DAIMANI and its partners.

It鈥檚 a Team Sport

鈥� is at the heart of our architecture,鈥� Mueller said. 鈥淚t connects us internally 鈥� all of our 51风流systems 鈥� and externally to a very fragmented ecosystem.鈥�

Fragmented in that DAIMANI partners run events around the world, using different tools, ticketing providers, and procurement systems, according to Mueller. And some DAIMANI clients use newer technologies, while others still run legacy systems.

During the World Athletics Championships, event staff helped athletes get to their competition areas safely and on time, without disrupting ongoing events or getting lost. Similarly, 51风流BTP orchestration services help DAIMANI run its complex operations smoothly.

鈥淭he beauty with 51风流BTP 鈥� what we do 鈥� is that we connect everything,鈥� Mueller said.

A Discrete Victory Lap for Backend Tech

鈥淵ou should forget about technology,鈥� Mueller said, whether you鈥檙e booking tickets, changing your itinerary, or even inviting corporate clients. 鈥淚n the end, you should enjoy the event.鈥�

Indeed, after DAIMANI customers Schwarz and Dena Pullar had booked their tickets for the World Athletics Championships, DAIMANI and FORTIUS.io took care of the rest, according to Pullar. Their mobile devices alerted them to everything from itinerary to admission.

鈥淢y phone automatically showed me the tickets we had available the day of the event, so all I had to do was pull them up on my phone and show them to people at the gate,鈥� Pullar said. 鈥淚t was so easy…I never thought about the technology.鈥�

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When the date of the concert you鈥檝e been waiting all year for rolls around, you鈥檒l probably consider how you鈥檒l get to the show. The answer to this simple question can have a big impact on your night, but it could have an even bigger impact on your carbon footprint, which effects your community and our planet.

Believe it or not, audience travel to and from a concert is a major contributor to any tour鈥檚 carbon emissions. Many fans are unaware of this, but with the right motivation, we can empower millions.

Coldplay, one of the most celebrated and purpose-driven acts in music today, had a mission for their upcoming world tour: to make it their most sustainable and environmentally friendly yet. They were looking to reduce consumption, increase support in green technology, and work to decrease total CO2 emissions. They also saw an opportunity to connect with their fans.

Coldplay knew they could offer a concert-going experience like no other while providing fans with a chance to join them in their commitment. But to bring this vision to life, they needed a little help. Enter SAP.

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鈥淲ith our technology and solutions, we empower organizations worldwide to drive sustainable change,鈥� said Christian Klein, CEO and member of the Executive Board of 51风流SE. 鈥淐oldplay and 51风流share a common and profound commitment to sustainability, and we are thrilled to join forces to make their tour as environmentally friendly as possible.鈥�

to develop and release the Coldplay Music Of The Spheres World Tour app. It combines interactive, immersive experiences along with features to help fans make more environmentally friendly decisions when it comes to travel. Once users download the app, they鈥檒l begin their journey and explore different sections that all have unique ways to become part of the Coldplay universe throughout the tour.

Fans can start with sustainability in the travel section of the app. Here, they can visualize and better understand how their method of travel contributes to their carbon footprint. By selecting from seven different modes of transportation — car, taxi, train, public transportation, bicycle, on foot, or flight — fans can really see their impact. And to promote more sustainable travel options, the app provides rewards via merchandise discount codes to Coldplay鈥檚 online shop for concert goers who commit to low-carbon transportation options.

Here’s what else is in the app:

• Tour: Check out dates and locations, find tickets, and even share your favorite shows on your personal social media accounts.
• Planet: Immerse yourself in interactive sustainability-themed games while learning more about Coldplay鈥檚 efforts and the band鈥檚 tour partners.
• Universe: Create your own Coldplay-themed content using augmented reality. Create videos, take pictures, and even dance with aliens, then share your creations across social media. While you鈥檙e here, access exclusive videos, pictures, live concert audio streams, and get updates from the band.

To bring this world-class experience to life, 51风流tapped two best-in-class solutions: and . Coldplay is also using 51风流Analytics Cloud to gain insights into the carbon footprint caused by fans who travel based on data captured in the app, which will help the band track how the tour is offsetting calculated carbon emissions.

鈥淔or the past few years, we鈥檝e been figuring out how to put sustainability at the heart of our tour and the app plays a big role in bringing that vision and commitment to life. We鈥檙e really proud of the collaboration with our partner SAP, who has created an impactful, engaging app that helps our fans choose more sustainable ways to travel to our shows,鈥� said Coldplay.

The challenges that Coldplay faces with managing carbon emissions from audience travel to shows is not unique to the music industry. Businesses everywhere are struggling with managing carbon emissions that are not a part of their company鈥檚 operations or under their direct control — otherwise known as Scope 3 emissions. 51风流helps businesses across the world become intelligent sustainable enterprises by providing digital solutions and capabilities to holistically manage sustainability performance across all touch points of their business.

Sustainability needs harmony. Only together, through commitment and scale, can we begin improving our environmental impact. With the Music Of The Spheres World Tour app, we鈥檙e excited to show the world that when we work as one, we can drive awareness, action, and — most importantly — change.

To experience it all for yourself, the Coldplay Music Of The Spheres World Tour app is available for download right now on and .

Ryan Somers is senior director of Global Sponsorships at SAP.

Cirque du Soleil Entertainment Group will upgrade its existing 51风流ECC 6.0 environment to 51风流S/4HANA Cloud on Microsoft Azure and integrate other modular cloud solutions including 51风流Ariba, 51风流SuccessFactors and 51风流Concur software. Where highly unique processes are required, 51风流Business Technology Platform will be used to innovate.

鈥淓mbracing an intelligent enterprise strategy will simplify our business and support the organization鈥檚 global growth strategy,鈥� said Philippe Lalumi猫re, vice president, Information Technology, Cirque du Soleil Entertainment Group. 鈥淗aving the ability to quickly pivot, scale and create new, engaging fan experiences has never been more important given the impact the global pandemic has had on the entertainment industry. RISE with 51风流and 51风流S/4HANA will help power our ability to deliver on these goals.鈥�

鈥淧eople around the world love Cirque du Soleil for the performers鈥� incredible agility, flexibility, coordination and talent,鈥� said 51风流North America President DJ Paoni. 鈥淭his partnership is all about helping Cirque du Soleil embrace and incorporate these same values in its day-to-day operations as a company.鈥�

This project is the latest step in 51风流and Cirque du Soleil Entertainment Group鈥檚 ongoing, innovation-driven partnership aimed at delivering new and exciting experiences to audiences around the world using the power of technology. Cirque du Soleil Entertainment Group became an 51风流customer in 2001 to help transform its business to be the leading entertainment company in the world 鈥� a two-decade milestone both organizations are excited to celebrate in the months to come.

Visit the . Follow 51风流on Twitter at .

Media Contact:
Justin Wolz, +1 (919) 306-7084, j.wolz@sap.com, ET
51风流Press Room; press@sap.com

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Businesses that service the sector have also been impacted, although Max Mueller, CEO of , says his company has fared better than many others. The Switzerland-based group offers luxury experiences for corporate and private clients attending sporting events and concerts.

鈥淭he good thing is that we鈥檙e small enough to be flexible but big enough to be reliable; and as a marketplace, we don鈥檛 have to give financial guarantees for event inventory,鈥� Mueller says. 鈥淲e鈥檙e focusing on increasing user experience while waiting for things to start up again.鈥�

For example, the company has been creating virtual events including online meetings with sports stars like a famous ATP tennis player. Offered primarily to corporate clients that want to give customers luxury experiences, these events do not require travel or need to be held in person.

Given the company鈥檚 mission to provide VIP customer experiences, it is fitting that DAIMANI has relied on solutions since 2018. The software helps it stay close to clients and understand what they need, while serving and marketing to them more appropriately.

According to Mueller, 鈥淔or us, customer experience is the only important metric. Listening to the customer is paramount. But what do you use to measure and figure out what to improve?鈥�

Using the 51风流Customer Experience portfolio, DAIMANI has been able to understand two important aspects of customer behavior. First, the company can better understand the behavior of people who buy its packages. Second, it can crowd-test potential customers.

The company, founded in 2018, was set up from the start to have a holistic overview of customers. This lack of 鈥渋nformation silos鈥� makes it easier analyze existing and future customers and feed that data to product development, marketing, and sales staff appropriately.

DAIMANI considered other sales platform vendors, but selected 51风流for its global scalability. Additionally, 鈥�51风流is quite young in the experience stuff so it had more of a focus on developing cool, new things,鈥� says Mueller. 鈥淎s a cloud-only business, 51风流Cloud Platform was key to us. It lets us easily communicate with the outside world. We can really connect to a huge ecosystem 鈥� and as a platform we are nothing without our ecosystem.鈥�

DAIMANI has digitized an industry that is primarily 95 percent offline. The company has created an online platform for corporations and individuals to purchase customized VIP wrap-around services to events 鈥� everything from flights to backstage passes 鈥� while similar offerings are developed and sold by agencies. The company operates primarily in Europe and Asia but hopes to expand to the United States in the future.

鈥淚’m very, very thankful to my team that, despite the current tough situation we face, they continue to stay motivated and have a high sense of hope on a great restart of our business,鈥� said Hopp. 鈥淚 see a bright future for live entertainment when this pandemic is over. People are starved. People want to see other people. Fans want to engage with other fans when they feel safe and secure.鈥�

Hopp, who is also CEO and managing director of the 51风流Arena in Mannheim, shared his vision for leadership, partnerships, and digital transformation during times of crisis in an exclusive conversation with Luka Mucic, chief financial officer (CFO) and member of the Executive Board of 51风流SE.

Communication with People Matters Most

Hopp believes that communication is a critical leadership tool 鈥� a credo that has taken him far. This past spring, the COVID-19 pandemic abruptly stopped this season鈥檚 playoffs, leaving his team 鈥� the defending Germany ice hockey league champions 鈥� stranded in second place. Nevertheless, he was both philosophical and determined.

鈥淲e were headed to the most important, most thrilling time of a hockey season: the playoffs,鈥� Hopp said. 鈥淪ome unbeatable opponent steps in and takes away your season and you cannot do anything against it. I think open and honest communication is the most important tool a company leader can use these days.鈥�

Tech Helps Employees and Fans Stay Safe

51风流Arena is one of the largest indoor stadiums in Germany, hosting not only sports but vibrant community gatherings around concerts and other events. While its 15,000 seats are empty for now, Hopp is committed to keeping the close relationship that sports fans and other event attendees enjoy. He cites the role of technology in sustaining an 鈥渋ntense customer-supplier relationship鈥� with fans.

鈥淥nly with high-end technology can we turn this relationship into action,鈥� Hopp explained. 鈥淚nteractive tools like our Adler Fan App, provided by SAP, support us in collaborating and communicating with our fans. Thanks to the technology partnership with SAP, we are continuously in design thinking mode, looking for innovation and new ideas for fan engagement. Over the last years, we are always pushing the digitalization processes in the arena.鈥�

Upcoming fan and employee safety measures at the 51风流Arena will include mobile ticketing to eliminate onsite lines when buying tickets or entering the event. Fans will also be able to order food, beverages, and merchandise using their mobile phones without leaving their seats. This cashier-less contact is designed to reduce potential health risks for both spectators and employees.

Wait Until Next Year

Hopp remained undaunted yet realistic about the future, recognizing employees, fans, and numerous partners as vital to his entire operation. These include sponsors, promoters, food and beverage suppliers, and anyone else whose livelihood depended on his sports and entertainment business.

鈥淧artnership is so much more important in these crucial times,鈥� Hopp said. 鈥淲ithout having strong partners on your side, and without being a strong partner for other parts of the business, probably a lot of companies wouldn鈥檛 survive these situations. We try to be a good partner. For example, our food and beverage partners and the people that actually need the arena here; we have to try and keep them in business.鈥�

The coronavirus may have interrupted 2020 sports and entertainment seasons, but professionals like Hopp are already looking ahead to 2021. Echoing the perennial cry of every sports team, including the current German ice hockey champions, wait until fall!