SAP has signed a new agreement to become a Worldwide Partner to The Ryder Cup, according to Ryder Cup Europe and the PGA of America.
SAP, with its American headquarters in Newtown Square, is a global leader in enterprise applications and business AI. It will provide technologies to enhance the Ryder Cup experience for fans.
The Ryder Cup was established in 1927. The biennial competition brings 12 of the top professional golfers in the U.S. and Europe together in a head-to-head match-play competition. The event has a worldwide audience of millions.
SAP will be a Worldwide Partner to both the 2025 match at Bethpage in New York this September and the 2027 match at Adare Manor in Limerick, Ireland.
Some SAP technologies that will be utilized include the SAP Customer Data Platform, which will unify fan data from multiple sources, creating a single, comprehensive fan profile.
SAP Emarsys Customer Engagement will use that data to deliver personalized content across marketing channels.
SAP Datasphere will harmonize customer and business data, making it ready for visualization in SAP Analytics Cloud, where insights can be turned into action.
The technologies will help the Ryder Cup gain a deeper understanding of audience behavior, drive engagement, and deliver personalized experiences at scale, opening up future AI-driven innovation and a globally connected fan journey.
Being a worldwide partner will give SAP significant brand visibility at each match.
“At SAP, we believe in the power of technology to enhance the fan experience, and this partnership allows us to bring that vision to life for millions of golf fans around the globe,” said Christian Klein, CEO of SAP SE.
Jeff Price, Chief Commercial Officer at the PGA of America, added: “We’re proud to welcome SAP as a Worldwide Partner of the Ryder Cup, and appreciate their shared commitment to delivering an exceptional fan experience to the thousands of fans onsite and the countless more watching from home. SAP is well-established in driving innovation across the business of sports, helping organizations unlock deeper insights and create more personalized engagement. We look forward to working together to elevate how fans connect with golf’s greatest team event.”
Find out more at The Ryder Cub website.
