World-famous football club will boost fan engagement through the prowess of the SAP Emarsys platform 

Indianapolis, IN, 18 May 2023 —  Today, SAP Emarsys announces its latest customer signing: FC Bayern. As one of the most successful football clubs in the world, FC Bayern understands the importance of their fans in creating a dynamic business. For FC Bayern, fans are the lifeblood of the club – driving the team to play at their best and achieve together. Whether fans are watching from the Allianz Arena or from the other side of the world, FC Bayern wants to deliver its fans the best possible experiences – which is why the iconic club has appointed SAP Emarsys.  

The iconic club has partnered with the omnichannel customer engagement platform to provide a “one-fan experience” that engages and rewards supporters around the world. 

This partnership enables FC Bayern to centralize and analyze customer data, providing a better understanding of each fan as a unique individual and delivering personalized content across every touchpoint – from online and physical stores to club memberships, stadiums, apps, and magazines – allowing FC Bayern to improve fan experiences and reach them in real-time, no matter where they are in the world, meaning fans will be able to engage with the club in a way like never before.  

The SAP Emarsys platform not only enables FC Bayern to better engage with its existing, engaged fanbase – but unlock new potential fans. 

“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. Every investment needs to build a closer relationship with fans – and the most important thing we can give our team to succeed is a solution that enables them to deliver the experience fans expect.” commented Michael Fichtner, CIO at FC Bayern. He continued: 

“A big-game player like SAP Emarsys allows us to break the deadlock of data silos and establish a more centralized, 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 personalized, 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.” 

SAP Emarsys enables and empowers FC Bayern’s marketing team to increase fan engagement with connected data and technology – allowing them to centralize and interrogate customer data to develop a complete view of each unique fan. Expanding the outreach available through incumbent solution, the bespoke communications and marketing strategies that FC Bayern develops through SAP Emarsys is set to drive fan engagement and experience across all channels and retail touchpoints in 2023 and beyond. SAP Emarsys uniquely connects directly to SAP S/4HANA, connecting back end to front end to make a seamless experience for marketers and fans.  

Sara Richter, CMO, SAP Emarsys commented “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. Whether they win or lose, FC Bayern must be given the power to engage with its fans at the perfect time. And now they can. 

“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 incentivized purchase trigger when a fan’s favorite player has scored, for example, could be the decisive moment for a sale.” 

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 optimization of business processes. 

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