FC Bayern migrates to SAP Emarsys platform to drive fan engagment

May 18 – Bundesliga giant FC Bayern Munich has engaged the SAP Emarsys platform to drive its fan engagement experience and grow its active supporter base.

SAP Emarsys allows the club to centralise and analyse customer data, gain a better understanding of each fan as a unique individual and deliver personalised content – from online and physical stores to club memberships, stadiums, apps, and magazines – in real time.

“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 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.”

SAP has been the official business software solutions partner of FC Bayern since 2014.

SAP Emarsys enables 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.

Sara Richter, CMO, SAP Emarsys said: “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… An incentivised purchase trigger when a fan’s favourite player has scored, for example, could be the decisive moment for a sale.”

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