I recently took my family to a New York Yankee game. Even though it was hot and humid, and my kids were cranky, I still had an amazing time. There’s not a bad seat in the house, the staff is friendly and helpful and when the going gets too hot, there’s plenty of shady shelter available. This same attention to delivering a great guest experience embodies the SAP Suite Level within Yankee Stadium, where yours truly nabbed an exclusive tour.
My New York Yankee tour guide first leads me to a nearby elevator where he points out the first instance of “SAP Suite Level” branding, clearly engraved both outside and inside the elevator. Stepping off the elevator and into SAP’s Suite Level, it feels bright, clean and airy. “SAP Suite Level” welcomes guests above a large door.
Doors play a major branding role throughout the SAP Suite Level. In addition to the 64 different suite doors, there are various entrances/exits throughout the level to think about. There’s also the SAP Suite Lounge and SAP Board Room – the latter is a spacious meeting room situated off the lounge with tall windows that overlook the Gate 4 entrance to Yankee Stadium. All clearly labeled with SAP branding.
Plenty of subtle touches are sprinkled throughout the SAP Suite Level that ties together the obvious branding elements. Intriguing New York Yankees factoids are situated outside each suite door. Small SAP logos remain static on flat screen TV’s. A kiosk in the SAP Lounge allows guests to play out statistical baseball scenarios (yes, it runs SAP software). SAP is printed on SAP Suite Level tickets.
None of it feels obtrusive. SAP and the New York Yankees have done a masterful job of humanizing the SAP brand by weaving it into a high-traffic area that’s home to one the most iconic franchises in the history of sports.
“We are very excited about our expanded 2012 partnership with SAP,” said Michael J. Tusiani, New York Yankees Senior Vice President, Corporate Sales and Sponsorships. “It is a fully integrated relationship – from the entitlement of our Luxury Suite Level and prominent signage to promotional rights and premium hospitality.”
Now that’s what I call a home run.
(View the slideshow from my tour right here)