German football giant FC Bayern signs with omnichannel customer engagement platform SAP Emarsys
SAP Emarsys has hooked FC Bayern Munich as a customer.
The partnership will enable the German football giant to centralise and analyse customer data, providing a better understanding of each fan as a unique individual and delivering personalised content across every touchpoint – from online and physical stores to club memberships, stadiums, apps, and magazines.
“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 one 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,” comments Michael Fichtner, CIO at FC Bayern.
“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.”
“A big game player like SAP Emarsys allows us 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.”
Sara Richter, CMO, SAP Emarsys, says: “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 optimise 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 incentivised purchase trigger when a fan’s favourite 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 tie up, it supports the club in a range of activities in various areas, for example in the migration and optimisation of business processes.
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