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Iconic football club FC Bayern has partnered with omnichannel customer engagement platform SAP Emarsys, to provide a “one-fan experience” that engages and rewards supporters around the world.
This partnership enables FC Bayern to centralise and analyse customer data and delivering personalised content across every touchpoint – from online and physical stores to club memberships, stadiums, apps, and magazines. This allows FC Bayern to improve fan experiences and reach them in real-time, no matter where they are in the world.
“The fans are at the heart of FC Bayern. We have an existing fanbase of more than 63 million around the globe and there are more than 1 billion people interested in FC Bayern – so we must strive to develop an understanding of every fan in the FC Bayern family and engage with them in a meaningful, personal way,” said Michael Fichtner, CIO at FC Bayern.
Fichtner said their partnership with SAP Emarsys allows them to “break the deadlock of data silos and establish a more centralised, integrated approach to our outreach infrastructure.”
“Now, whether we want to reach our fans via email, app, SMS or in stadium we can easily do so, with a personalised, human message. With a seamless onboarding process nearing its end, we’re incredibly happy with our SAP Emarsys partnership as we look to bring the global FC Bayern family even closer together,” Fichtner said.
SAP Emarsys enables and empowers FC Bayern’s marketing team to increase fan engagement with connected data and technology, allowing them to centralise and interrogate customer data to develop a complete view of each unique fan.
SAP Emarsys uniquely connects directly to SAP S/4HANA, connecting back end to front end to make a seamless experience for marketers and fans.
“Fans truly love their sports team, and a football club has a unique opportunity when it comes to driving loyalty. In a sport notorious for its unpredictability and the speed at which circumstances can change, it is essential to optimize engagement by knowing how a fan will behave on or around match days and beyond,” Sara Richter, CMO, SAP Emarsys said.
“Our partnership is a natural fit, with SAP Emarsys providing the tools and perspective to prove that FC Bayern understands each fan as an individual. An incentivised purchase trigger when a fan’s favorite player has scored, for example, could be the decisive moment for a sale,” Richter said.
SAP has been the official business software solutions partner of FC Bayern since 2014. As part of this partnership, SAP supports the club in a wide range of activities in various areas, for example in the migration and optimisation of business processes.
