Business TrackSAP Sports & Entertainment Forum 2015

WITH INNOVATION TOWARDS SUCCESS –

FC BAYERN MÜNCHEN RUNS SAP HANA

STEFAN MENNERICH

DIRECTOR NEW MEDIA, MEDIA RIGHTS AND IT

1

2

3

The Brand

Club Media

SAP Business Data

3

4 SAP Sports Data

5 Digital 4.0

1

2

3

The Brand

Club Media

SAP Business Data

4

4 SAP Sports Data

5 Digital 4.0

VALUES

Our core values, our heritage and the identity of our club are reflected in

our claim

Tradition

Innovation

Responsibility

Financial responsibility

Respect

Partnership

Family

Club

Self-confidence

Joy

Role model

5

1 The Brand

BRAND

ESSENCE

1

2

3

The Brand

Club Media

SAP Business Data

6

4 SAP Sport Data

5 Digital 4.0

2 Club Media

2 Club Media

Impairment of the LIVE

experience is enhanced by an

enactment of the LIVE matchday.

4.30 p.m.

Matchday

Wed Thur Fri Sat Sun

2 Club Media

Impairment of the LIVE

experience is enhanced by an

enactment of the LIVE matchday.

4.30 p.m.

Matchday

wed thur fri sat sun

Start of the FCB website in 1997 after continuous development

2 Club Media

International, press, finances, rights, staff, fans & fanclubs

Sponsoring Merchandising TicketingFC Bayern

München eV.

Athletic department

Website

RadioClub TV worldwide

FCB.tv

Social Media

Newsletter

fcbayern.de

Mobile

DVD

FCB KidsClub

CONTENT

&

RIGHTS

2 Club Media

7.00 a.m.

Read recent news via

FCB mobile app

2 Club Media

7.00 a.m.

Read recent news via

FCB mobile app

8.00 a.m.

Get in touch with other

fans via social media

2 Club Media

7.00 a.m.

Read recent news via

FCB mobile app

8.00 a.m.

Get in touch with other

fans via social media

1.00 p.m.

Watch the FCB News

on YouTube

2 Club Media

7.00 a.m.

Read recent news via

FCB mobile app

8.00 a.m.

Get in touch with other

fans via social media

1.00 p.m.

Watch the FCB News

on YouTube

4.00 p.m.

Get a merchandise

offer via email

2 Club Media

7.00 a.m.

Read recent news via

FCB mobile app

8.00 a.m.

Get in touch with other

fans via social media

1.00 p.m.

Watch the FCB News

on YouTube

4.00 p.m.

Get a merchandise

offer via email

7.00 p.m.

Purchase a product in

the online shop

2 Club Media

7.00 a.m.

Read recent news via

FCB mobile app

8.00 a.m.

Get in touch with other

fans via social media

1.00 p.m.

Watch the FCB News

on YouTube

4.00 p.m.

Get a merchandise

offer via email

7.00 p.m.

Purchase a product in

the online shop

10.30 p.m.

Watch a player

interview

2 Club Media

CRM data

Real-time data management

with SAP HANA

2 Club Media

GOAL The fan becomes the center of all activities in order to provide the best

possible service

2 Club Media

- > 30 digital platforms

worldwide

- Websites, mobile apps,

FCB.tv, online-shops,

social media, newsletter,

web radio, etc.

- > 1,000,000,000 digital touchpoints with

FCB per month

Front end

2 Club Media

Allianz Arena

Campaign

Mirror DB

Payment systems

System1 System2

Banks

Operative

Business data

Institute

ERP CRM

BIServices

Ticketing Online store Experience world FCB.tv Kids Club

Database

Call center

Fan stores

Online world

Mobile touchpoints Further

Fan / customer / visitor

interactions

Back end

2 Club Media

Allianz Arena

Campaign

Mirror DB

Payment systems

System1 System2

Banks

Operative

Business data

Institute

ERP CRM

BIServices

Ticketing Online store Experience world FCB.tv Kids Club

Data bank

Call center

Fan stores

Online world

Mobile touchpoints Further

Fan / customer / visitor

interactions

Back end

2 Club Media

DIGIGAL 4.0 VISION:

Better understand the

needs of FCB fans

worldwide and being

able to meet their needs

at the right time via the

right channel

Allianz Arena

Campaign

Mirror DB

Payment systems

System1 System2

Banks

Operative

Business data

Institute

ERP CRM

BIServices

Ticketing Online store Experience world FCB.tv Kids Club

Data bank

Call center

Fan stores

Online world

Mobile touchpoints Further

Fan / customer / visitor

interactions

Back end

2 Club Media

SAP helps FC Bayern to

better meet the needs of

FCB fans worldwide

"Raw materials" for

relations with fans, data,

content and offers

© 2015 FC Bayern München AG, Direktion Neue Medien, Medienrechte und IT

"Managed Platforms"

(Social Networks etc.)

DATA CONTENT OFFERS

Own

platforms

(Websites,

Apps)

TW

2 Club Media

1

2

3

The Brand

Club Media

SAP Business Data

25

4 SAP Sports Data

5 Digital 4.0

3 SAP Business Data

- Growth of different expectations

of fans worldwide for services

from FC Bayern as a result of

changing consumer behavior

- Growing demand of various

departments for in-depth data

and IT services (merchandising,

ticketing, professional team,

etc.)

- Safe collection and

consolidation of all data in a

central system

- High availability

- Safeguarding against failure

- Real-time conversion of data

- Quick responses to fans and

customers

Challenges

for a state-of-

the-art IT

system

3 SAP Business Data

as IT enabler

for FC Bayern

3 SAP Business Data

as IT enabler

for FC Bayern

Campaigning

3 SAP Business Data

as IT enabler

for FC Bayern

HybrisCampaigning

3 SAP Business Data

as IT enabler

for FC Bayern

HybrisCampaigning

HANA

3 SAP Business Data

as IT enabler

for FC Bayern

HybrisCampaigning

HANASAP CRM

as IT enabler

for FC Bayern

Migration of

existing IT

systems to SAP

HANA for real-

time processing

of big data

Consistent

consolidation of a

heterogeneous

application

landscape in a

homogenous SAP IT

landscape

Transfer of

operative

responsibilities

for SAP

systems to SAP

3 SAP Business Data

1

2

3

The Brand

Club Media

SAP Business Data

33

4 SAP Sports Data

5 Digital 4.0

SAP helps Pep Guardiola with detailed information

about his players' current performance levels.

"SAP provides modern analytical procedures to

minimize the risk of injury."

K.H. Rummenigge, CEO

4 SAP Sports Data

4 SAP Sports Data

SAP Pro Sports

Team Manager

SAP Pro Sports

Training Planner

SAP Pro Sports

Player Fitness

SAP Pro Sports

Performance

Insights

SAP Pro Sports

Scouting

Definition of five projects to improvesports management processes based on SAP and data

Player and team

profiles, results,fixtures, calendar

Long-term and detailed

training planning with templates

Player health data

- recording of

injuries and treatments

Select game situations

and combine these

with training videos

Centralized management

of scouting player lists

1

2

3

The Brand

Club Media

SAP Business Data

36

4 SAP Sports Data

5 Digital 4.0

© 2015 FC Bayern München AG, Direktion Neue Medien, Medienrechte und IT

5 Digital 4.0

Timing

Online world

CRM

SAP CRM

Online store

Hybris

Sport projects

July 01

2016

© 2015 FC Bayern München AG, Direktion Neue Medien, Medienrechte und IT

BA

SIS

5 Digital 4.0

• Collaboration: SCRUM method, proactivity, central point of contact for each directorate

• Culture : Openness, fault tolerance, flexibility, fast response times

International, press, finances, rights, staff, fans & fanclubs

THANK YOU FOR YOUR ATTENTIONSTEFAN MENNERICH

DIRECTOR NEW MEDIA, MEDIA RIGHTS AND IT

Tactic breakuntil 2 pm