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Marathon Sports Teams with SAP to Support Sports Heroes

In today’s world, where classic heroes like Hercules and Theseus are scarce, we tend to look to sports figures to fill the void. Some legendary football (or soccer) heroes that come to mind are Pelè, Maradona, Beckenbauer, Zidane, Ronaldo, Yashin, Cruyff, Messi, Matthews, Spencer and Esebio…but, I’m sure you could name many more.

/wp-content/uploads/2013/04/soccer2_254053.jpgWith the FIFA World Cup taking place in Brazil in 2014, one Ecuadoran company, Marathon Sports, is committed to making sure its football heroes are girded for battle.

Rodrigo Ribadeinera founded Marathon Sports in Ecuador in 1988 as a sporting goods store. A driving passion for sports and a vision to provide the utmost quality in sporting clothing and equipment helped the company to prosper. In 1994, when looking for ways to better disseminate products, Ribadeinera was presented with a game-changing opportunity. Marathon Sports became the uniform supplier to the Ecuadorian Football Federation or F.E.F (Federacion Ecuatoriana de Futbol). It was a strategic alliance that would alter the future of the business. Today, Marathon Sports is an international brand, sponsoring several South American teams and furnishing the F.E.F. with uniforms equipped with the latest in sporting-apparel technology and design.

Being one of the few multinational firms in Ecuador with operations in Mexico, Panama, Colombia, Ecuador, and Peru, the company is now the regional leader in the sports apparel business. And the goal for Marathon Sports is to double operations in the next five years. In order to generate this kind of growth, it needed to better understand consumer trends as they happen and plan for apparel demand. Consequently, had to transform its business into a real-time operation.

But Marathon Sports found its information infrastructure could not support this undertaking, so it issued a private call for bids to major vendors able to remedy the problem. SAP presented a plan that stressed the advantages of exclusively using in-memory technology to achieve real-time performance analytics. The answer was SAP BusinessObjects Business Intelligence, Edge edition, and SAP Predictive Analysis software combined with the SAP HANA platform.

With this new implementation, Marathon Sports will be able to better segment customers and use predictive models to launch targeted marketing campaigns that cater to individual needs, utilize manufacturing and distribution resources for streamlined demand planning, and lower overall TCO. And Marathon Sports can look forward to achieving its growth objectives, allowing it to continue supporting today’s heroes.

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