About the Customer
Scope and Challenges
Outcome and Implications
Bayern Munich, FC Bayern, or simply FCB, is one of Europe's biggest and most successful sports clubs. It is best known for its professional football team, which plays in the Bundesliga, the top tier of the German football league system.
FC Bayern Munich chose SAP as a strategic partner for its Digital 4.0 project. The soccer club relies on SAP Commerce Cloud which went live in August 2016 for these ambitious goals of reaching a global audience. SAP Commerce serves as the digital front office to market and merchandise to fans worldwide. Through the implementation of SAP Hybris, a remarkable number of fans could be reached. 16 percent increase in revenue per order, 36 percent more via mobile devices, and an 80 percent more from new visitors. Personal contact via social media should not be missing. FC Bayern Munich reaches over 72 million fans via posts, tweets, and videos on all the popular channels.
“One of the key aspects of the Digital 4.0 project was to map the fan data contained in 52 third-party systems into one platform, providing the data in real-time and to have a 360-degree view of our Golden Fan Record.” Michael Fichtner, CIO, FC Bayern München AG
FC Bayern began deploying SAP HANA Enterprise Cloud and SAP CRM at the end of 2014. And when a new data center went live at the Allianz Arena in July 2016, the stage was set for FC Bayern to reduce its 52 third-party systems down to three, to switch its online shop over to SAP Hybris, and to begin using the SAP HANA Cloud Platform to accommodate last-minute and spontaneous business needs.
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