In the 10 years I have been working in the world of SAP recruitment it has been exciting to watch the evolution of the technology and all the different areas of modern life that it is now touching.
Maybe still a sore subject after the recently failures of England in Euro 2016, but its presence in one of the world's biggest sports industries has become more apparent and listening to Stefan Wagner, it seems like that will continue as it's seen as a prominent revenue steam, not only an avenue for marketing and promotion.
It's common knowledge that SAP's recent public announcement that it will be tackling the global healthcare market was fuelled by Bill McDermott's unfortunate accident where he lost an eye and his subsequent experience of that market.
So, with sport and healthcare on the hit list, what will be the next industry SAP decide to try and influence?!
SAP’s Head of Sport says it got involved for the marketing potential, but now it sees a sustainable business as it helps Germany at Euro 2016 Like many other technology companies, SAP was attracted to the sports industry because of the branding opportunities created by associations with sports organisations and high profile athletes. For example, its involvement in the 2015 Cricket World Cup was seen as an ideal platform to showcase SAP HANA working with significant amounts of historic data. But now it says its principal motive is business as more teams, events and associations recognise the need to run more efficiently, often with budgets in the hundreds of millions of pounds.