Deliver the ultimate fan experience with SAP Hybris solutions. While sports fans are often faithful for life, proudly promoting their favorite team at every opportunity, that doesn't always translate into sales. Own the relationship and turn loyal fans into paying customers by engaging them with the right content at exactly the right times. Learn how SAP Hybris solutions can help turn both local and international fans into customers, and how sponsoring companies can capitalize on that loyalty.

1. PUBLIC
Biagio D’Isanto, Global Industry Principal forMedia, Sports and Entertainment, SAP Hybris (SAP)
October2017
Turn Avid Sports Fans
Into Loyal Customers

2. 2© 2017 SAP SE or an SAP affiliate company. All rights reserved . ǀ PUBLIC

3. 3© 2017 SAP SE or an SAP affiliate company. All rights reserved . ǀ PUBLIC
Friends of
fans: >1 billion
Fans: ~400
million
Customers:
~3 million
Members:
300,000
How do we turn tears into money?
§ The challenge is to turn fans into loyal
customers and increase their spending.
§ For large clubs, less than 1% of fans on social
media are customers.
§ All sorts of engagement tactics are used to drive
traffic to conversion sites, such as fan-shop,
ticket-shop, and fan apps that need to be
implemented.
Key challenge: turning fans
into customers

4. 4© 2017 SAP SE or an SAP affiliate company. All rights reserved . ǀ PUBLIC
More trends and challenges driving digital transformation in fan engagement
Modern fans’ higher
expectations
Continuous
engagement
Global vs. local Data as fuel

5. 5© 2017 SAP SE or an SAP affiliate company. All rights reserved . ǀ PUBLIC
Business needs for sports companies
Matches:
§ Ticketing, F&B, and
parking
§ Ability to follow fans
before, during, and
after matches
§ Gift shop
§ Fan app
Proof of strength of
sponsorship
§ Segmentation
§ Brand impact
Fan portal:
§ Merchandising
§ Exclusive digital
content for free or at
a fee
§ Fan-generated
content and loyalty
§ Partnerships
Expanding and
nurturing fan base:
§ Social listening
§ Segmentation
§ Personalization
§ Relevant
recommendations
and offers

6. 6© 2017 SAP SE or an SAP affiliate company. All rights reserved . ǀ PUBLIC
Web Contact
center
Digital
content
Mobile SMS and
notifications
Agent toolsSocial
media
Marketplaces E-mail
@
PrintingDigital
advertising
Search
keyw ordsand
ads
Internet of
Things
Platform, infrastructure, integration
Analytics solutions from SAPNon-SAP systems
Golden fan record
Fan experience management
Commerce SalesMarketing ServiceRevenue
SAP S/4HANA, SAP ERP,
SAP Business One
SAP Hybris solutions for fan engagement with sports companies
At the connected
stadium

7. 7© 2017 SAP SE or an SAP affiliate company. All rights reserved . ǀ PUBLIC
Use case from the marketer’s point of view

8. 8© 2017 SAP SE or an SAP affiliate company. All rights reserved . ǀ PUBLIC
Use case from the fan’s point of view

9. 9© 2017 SAP SE or an SAP affiliate company. All rights reserved . ǀ PUBLIC
Telecommunication and media accelerator sneak peek Subject to Change

10. 10© 2017 SAP SE or an SAP affiliate company. All rights reserved . ǀ PUBLIC
SAP Hybris solutions for use in sports: selected customers
SAP CRMSAP Hybris
Marketing
SAP Hybris
Commerce
SAP Hybris
Sales Cloud

11. 11© 2017 SAP SE or an SAP affiliate company. All rights reserved . ǀ PUBLIC
Benefits of the solution portfolio
Better targeting
§ Greater understanding
of fans
§ Campaign preparation
time down from weeks
to seconds
§ Campaign execution
20x faster
Costs cut
§ Call center contacts down
60%
§ Retirement of 10 systems
§ Simplification from 50 to 1
Happier fans
§ Fan engagement, which
means 25% more
interactions
§ Time spent in fan shop
up 45%
§ New visitors to site
increased by 25%
More revenue
§ Revenue up to 300%
uplift
§ Sales conversion up
500%
§ Online advertising ROI
increased by 33 times

12. Thank you.
Contact information:
Biagio D’Isanto
Global Industry Principal for Media, Sports and Entertainment, SAP Hybris
Send me an email:
biagio.d-isanto@sap.com
Add me on LinkedIn:
www.linkedin.com/in/biagiodisanto