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.

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FC Bayern uses innovative 51风流tools to improve fan data management, customer interactions, and team performance. Learn more.

颅颅颅鈥淲e are a local club in Bavaria, but have fans around the globe,鈥� says Stefan Mennerich, the club鈥檚 director for digital media and communications. In addition to its 1,200 employees in Munich, New York, Shanghai, and Bangkok, the club has around 175 million followers on its social media and its own media platforms.

Mennerich says the club鈥檚 digital and media platforms are very important because fans expect to be able to interact with their club wherever they are. 鈥淭hey want to send us their feedback and they want to receive feedback.鈥�

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Fans Are Everything

The fans are at the center of everything FC Bayern does, Mennerich confirms: 鈥淥ur aim is to optimize all the processes for them, so they have the best user experience. Technology helps us with personalization, with the sales processes, with content 鈥� with everything.鈥�

He says the club chose 51风流as its technology partner for several reasons, including the fact that FC Bayern has different businesses. 鈥淲e have ticketing, we have merchandising, we have fan experience, we have digital platforms, and 51风流is able to deliver the best solutions for all these areas.鈥�

He also cites SAP鈥檚 commitment to continuously develop its cloud-based platforms and says this makes the digital experience 鈥渂etter and better every day.鈥�

The club uses the 51风流Emarsys Customer Engagement solution to capture fan data and create newsletters and personalized content for them, and the 51风流Customer Checkout application for point-of-sale management and real-time sales and stock updates.

鈥淲e have around 50,000 transactions every match day in the Allianz Arena, and we use 51风流Customer Checkout for that,鈥� Mennerich explains. 鈥淔ans can buy their merchandise articles, they can buy food or beverages, they can walk into our restaurants and pay there with 51风流Customer Checkout.鈥�

Separately, 51风流Event Ticketing software handles ticketing at FC Bayern; not just for football fans, but also for its basketball team and museum. The club also uses 51风流tools for its employees. For example, the AI-infused 51风流SuccessFactors HCM suite gives employees and managers access to an expanding array of human capital management tools.

Personalization

Looking ahead, Mennerich says he believes personalization will become even more important.

鈥淲e want to become better and better and better with personalization. We want to be able to really contact the people one by one, and not to speak about target groups in the future. We want to interact in a truly personal way with the fans.鈥�

He believes that embedding artificial intelligence capabilities in 51风流solutions will help achieve this aim and that overall, AI will help FC Bayern become more efficient, lower costs, and meet the expectations of the fans.

鈥淥ur biggest aim for the future on the horizon of FC Bayern is to meet every single expectation of any single fan around the globe, be it in Tokyo, be it in Rio de Janeiro, or be it in Munich,鈥� he says. 鈥淲e want to meet the expectations of the fans, and this expectation should be met in real time. This is our big aim for the future.鈥�

Lessons Learned at FC Bayern

If other organizations want to learn from FC Bayern, Mennerich says one lesson is that with a good technology partner like SAP, even midsize companies with broad business activities like FC Bayern can cover all the bases and be able to be competitive.

鈥淚 think what we are good at is meeting fan expectations via digital platforms,鈥� he says. For that, interactive communication is very important. 鈥淵ou always have to take into account what the fans, other organizations, and customers really expect and want from you. You have to be able to deliver that via digital platforms.鈥�