Explore the FC Bayern journey with SAP
FC Bayern’s unwavering focus on winning championships paved its way to becoming a globally revered club and symbol of success in football. With the support of millions of passionate fans around the globe, the club shares the ultimate will to win every match. Together, FC Bayern and SAP innovate to shape the clubs’ success and business transformation and to inspire and engage fans worldwide.
52
Systems consolidated to fully leverage fan data and create personalized experiences.
50K
Transactions processed in the Allianz Arena® on matchdays.
1000
+
Employees worldwide benefit from improved HR processes.
The Challenge
Time-consuming and manual HR processes
Key to FC Bayern’s global success is not only the players, but also the more than 1,000 employees in Munich, New York, and Shanghai. FC Bayern sees itself as a family in which employees can develop themselves professionally and reach their full potential. The historically grown, time-consuming and manual HR processes dominated by spreadsheets were labor intensive, leaving little time for other tasks and for HR reports to be generated efficiently. There was limited ability for employees to access their personnel data securely from anywhere and on any device, nor ability for self-service options for employees, managers, and HR admins.
The Solution
A cloud based solution for all player and employee needs
Taking care of the team behind the team
FC Bayern utilizes SAP SuccessFactors HCM to manage its employee experience from hire to retire. FC Bayern not only transitioned its HR processes to the cloud, but also continues to optimize critical HR functions such as employee self-services, recruiting, performance and goals management, onboarding, compensation management and learning. Embedded AI-driven capabilities will allow for connected and digital first HR processes that optimize the employee experience.
The SAP SuccessFactors Mobile app provides users with a modern and intuitive experience, thereby empowering employees to quickly access their personal data and streamline HR tasks – anywhere, at any time.
FC Bayern’s winning strategy for HR challenges relies on SAP SuccessFactors and AI-assisted Recruiting: An integrated platform with greater transparency, automated processes and data driven insights.
Measuring and maximising team performance and health
Keeping track of player health and performance is the most critical responsibility of a successful sports club. By utilizing SAP Sports One, FC Bayern focuses on the health and well-being of players. To secure the long-term success of a club, scouting outstanding football talent is essential. The scouting features of SAP Sports One help FC Bayern recruit promising junior players early in their careers and stay one step ahead of its competitors.
Delivering unique experiences to fans
At the Allianz Arena, lining up to wait for concessions can make or break the game-day experience for FC Bayern fans. With the introduction of SAP Customer Checkout, Mobile Order allows fans to order food and beverages directly from their seat and seamlessly pick up their order at their desired time. This helps also fans with limited mobility, who can now use Mobile Order and enjoy delivery service directly to their seat. Also, with the transition from 250 cash registers to order-to-pay touchscreens, and the out-of-the box integration with Adyen’s financial technology platform for fast and secure payment settlement all fans optimize their time to enjoy what matters most — the game!
FC Bayern’s passion for delivering the ultimate digital fan experience extends far beyond the pitch. To create a comprehensive portrait of its global fan base, including individual needs and interests, FC Bayern and SAP consolidated data from 52 systems to create the “golden fan record”. With SAP Emarsys Customer Engagement, the club can now leverage this data to launch personalized, ominichannel marketing campaigns to engage with fans wherever they are across email, mobile, ads, and more.
Driving business innovation
With a move to SAP S/4HANA, FC Bayern has continued its digital transformation journey by implementing a state-of-the-art ERP system to help the club manage its business more efficiently than ever before. They are also using SAP Business Technology Platform solutions: SAP Datasphere is enabling FC Bayern to simplify its data landscape, bringing SAP and non-SAP data together in a seamless and self-service way. The club is also able to get deeper insights into data from finance and controlling as well as fan attributes and scouting stats with SAP Analytics Cloud. All connecting their various SAP and non-SAP systems, such as in the area of payroll and financial accounting as well as in their stadium for better match day operations with SAP Integration Suite.
The Result
Scoring big in areas of the business
SAPs unified, cloud-based HCM solution combines applicant tracking, job distribution, and candidate relationship management (CRM) capabilities with AI-enabled technology to ensure FC Bayerns global recruiting needs are optimized, empowering their HR staff and management to hire the highest quality applicants with the proper skill alignment to role requirements. An improved employee experience in turn leads to better business outcomes.
Outside the office, fans can be reached in an even more personalized way by integrating various data sources into omnichannel marketing campaigns with SAP Emarsys. Lengthy concession wait times are a thing of the past as fans benefit from speedy cashless order-to-pay touchscreens and mobile order.
FC Bayern is able to take care of their players performance and health better than ever before. Successful scouting gives them a competitive advantage to stay ahead of their competitors.
This record-setting football club is optimizing its resources to build a strong, future-oriented digital core with SAP S/4HANA. This will not only facilitate scalability and ease of management but will also ensure that the club is fully equipped to continue to excel in all aspects of their business.
Want to know more about FC Bayern?
FC Bayern: Optimizing fan engagement, scouting decisions, and match-day operations (SAP BTP one-pager)
FC Bayern: Digitalizing HR Management for Better Employee Experiences and Business Success (SAP SuccessFactors one-pager)
FC Bayern: Creating a smooth and innovative checkout experience for every fan (SAP Customer Checkout)
FC Bayern: Moving forward with a strong digital core to enable growth and innovation (SAP S/4HANA and Clean Core one-pager)
SAP helps FC Bayern run better
Key business outcomes and benefits
- FC Bayern can track players’ health and performance as well as manage scouting processes
- Deliver HR excellence with consistent, consumer-grade experiences to the employees
- Know the fans preferences in various channels and lower waiting times at kiosks
- Efficient management of business processes in next generation ERP
Featured solutions and services
- SAP Business Technology Platform connects processes, data, and experiences to achieve continued business innovation through a unified, business-centric platform, including:
- SAP Analytics Cloud combines business intelligence, augmented analytics, predictive analytics, and enterprise planning into one cloud environment.
- SAP Datasphere provides data modeling, connectivity, virtualization, and access across the enterprise.
- SAP Integration Suite integrates on-premise and cloud-based applications and processes.
- SAP Sports One helps clubs and organizations digitalize sports performance management.
- SAP Customer Checkout supports all common POS requirements and can be integrated with ERP systems for more options.
- SAP Emarsys Customer Engagement Platform helps to deliver personalized, real-time engagements at scale that increase retention and loyalty.
- SAP Event Ticketing to keep control over ticketing processes and keep ownership of data without disrupting the IT infrastructure.
- SAP SuccessFactors solutions offer individualized experiences and strategic software that empower employees to reach their potential.
About FC Bayern
FC Bayern is one of the world’s most successful sports organizations on and off the field. Since the club’s foundation in 1900, FC Bayern has won 32 German championships, 20 domestic cups as well as 6 UEFA Champions League titles, making it the most successful German team in history.
| Industry | Region | Company Size |
| Sports and Entertainment | EMEA | 1000-1500 |
About FC Bayern
FC Bayern is one of the world’s most successful sports organizations on and off the field. Since the club’s foundation in 1900, FC Bayern has won 32 German championships, 20 domestic cups as well as 6 UEFA Champions League titles, making it the most successful German team in history.
| Industry | Region | Company Size |
| Sports and Entertainment | EMEA | 1000-1500 |