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SAP Becomes Official Sponsoring Partner of Germany’s DFB Academy!

The DFB Academy and SAP SE today announced that SAP has become an official sponsoring partner of the upcoming German national football academy, DFB Academy.

The agreement between the market leader for enterprise software and the academy of the German Soccer Association (DFB) has an initial term of three years. The partnership will focus on joint innovation projects in the framework of the evolution of football in Germany.

The collaboration with SAP will concentrate on topics involving young talent support, match and practice analysis and expert training. As a DFB sponsoring partner, SAP brings years of experience in the areas of data analytics, evaluation of payer performance and technological innovations in soccer to the table.

“A core tenet of the academy is our desire to continue the evolution of German soccer, and we want to use the latest technologies to do so,” says Oliver Bierhoff, project manager, DFB Academy. “Big Data analytics is becoming more and more important for soccer, and we want to apply it for our work. We are very pleased to have a strong partner like SAP, which stands for competency, innovation and modern infrastructure and technology. These are the characteristics we want to utilize to our benefit.”

“Data analytics and performance improvements based on reliable information are decisive in all respects of professional sports,” says Bernd Leukert, Member of the Executive Board of SAP SE and responsible for Products & Innovation, SAP. “Together with the DFB Academy we will continue to work on innovations for soccer in Germany. With our expertise in the processing of mass data for match and practice analysis, we can deliver real added value to the DFB Academy in the areas of young talent support, talent development and player scouting.”

With the establishment of the new DFB and its Academy, the German Soccer Association aims to consolidate its entire soccer expertise in one organization, to capture potential synergies better and become an even more effective service provider to the entire soccer family.

SAP has been an official premium partner of the DFB and its national team since 2013. Previous co-innovation projects between SAP and the DFB, such as the SAP Match Insights solution and the SAP Penalty Insights Web application, have helped the team to victory at the 2014 FIFA World Cup in Brazil and at the FIFA Confederations Cup and the UEFA European U-21 Championship in 2017. In addition to other sport sponsorships in professional soccer (including TSG 1899 Hoffenheim, FC Bayern Munich, and City Football Group), SAP is also an established partner to the Women’s Tennis Association, Formula One racing, golf, and ice hockey.

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