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Author's profile photo Don Ginocchio

SAP Sports Marketing and Fan Engagement with Northwestern University

On Wednesday February 6th, SAP presented to an interdisciplinary Sports Marketing class at the Northwestern University Medill School of Journalism, Media, and Integrated Marketing Communications. SAP’s Marius Meissner shared several use case stories from the SAP Sports and Entertainment industry solutions group. Students asked questions about SAP solutions and our approach to engagements with sports teams and venues.

Marius shared stories and videos that illustrated SAP co-innovation solutions with several key industry partners including:

We also shared some information on how SAP Sports One and SAP Analytics Cloud helps teams perform better in athletic contests and some broader comments on SAP Sports Sponsorships. These examples provide compelling cases of how SAP supports our customers and partners in building intelligent enterprises.

The course description for Northwestern’s Sports Marketing course is as follows:

Overview of class

Sports Marketing provides an in-depth look at concepts and methods in marketing communications for brands within the sports environment. Sports marketing includes topics such as acquisition and retention of fans, celebrity management, event execution, crisis interventions, sponsorship and partnerships, ticket pricing, social media and digital innovation, tie-ins between teams and retail, and understanding the business of sports. Students will develop an understanding of how marketing works in sports through readings, guest lectures, case analysis and discussions. The course will help students understand how to make decisions in ambiguous sports marketing environments, using financial and market analysis, and considering legal and ethical concerns.

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