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SAP and FC Bayern Munich: Two Global Champions Join Forces

Technology Partnership Will Support the Football Club's Global Sports and Economic Goals

MUNICH, Aug. 19, 2014 /PRNewswire/ -- At their first joint press conference in the Allianz Arena in Munich, SAP SE (NYSE: SAP) and FC Bayern Munich AG today announced that SAP has become the club's official partner for sport analytics and enterprise software. For the next three years, the two organizations intend to work together on innovative solutions to support the FC Bayern's goals to expand its global presence, maximize the team's performance and enhance the experience for fans at home in Munich and around the world.

SAP Logo.

Earlier this year, FC Bayern Munich signed a deal for the SAP® Customer Relationship Management (SAP CRM) application and a scalable solution for commerce from hybris software, an SAP company. With this technology, the club aims to intensify the interaction with its fans, personalize their experience and reward them for their loyalty. Discussing FC Bayern's internationalization strategy, the two companies agreed very quickly that there was a lot of potential for a broader cooperation, with technology helping the club on and off the pitch. Especially in the area of player performance and health monitoring, SAP is expected to bring in a lot of value add with SAP HANA® platform and the company's expertise in every dimension of data analytics.

"SAP has the technology to support three of our main goals: optimize our business processes to facilitate our global expansion, help our team stay fit and perform at their highest level and give our fans the best possible experience," said Karl-Heinz Rummenigge, German former football striker and CEO of FC Bayern Munich. "The FC Bayern Munich is currently one the best performing football clubs of the world. Leveraging innovative technology, we want to permanently secure a global top position for the FC Bayern. Our players' performance and their health are of paramount importance to reach this goal, and so are our fans. Our club has more than 292 million fans worldwide, including 9.4 million in the U.S. We have ambitious goals both in terms of sports and economic success, and we want to inspire people worldwide."

Over the last few years, SAP has increased the company's focus to help transform the media, sports and entertainment industries with innovative technology to improve team and player performance, increase fan engagement and simplify league and venue operations. Today, SAP is successfully collaborating with a number of well-known sports organizations and associations in sailing, golf, Formula 1 racing, cricket, American football, baseball, tennis, basketball and football. Especially in football, SAP has been recently creating quite some noise with the analysis of performance indicators for players and teams.

"The partnership between SAP and FC Bayern Munich is an impressive union," said Gerhard Oswald, member of the Executive Board of SAP SE for Quality, Scale and Support. "By combining the power of FC Bayern Munich with that of SAP HANA we will be able to develop new solutions that will transform the world of football from every angle."

For more information, visit the SAP News Center. Follow SAP on Twitter at @sapnews.

About SAP
As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 261,000 customers to operate profitably, adapt continuously, and grow sustainably. For more information, visit www.sap.com.

Any statements contained in this document that are not historical facts are forward-looking statements as defined in the U.S. Private Securities Litigation Reform Act of 1995. Words such as "anticipate," "believe," "estimate," "expect," "forecast," "intend," "may," "plan," "project," "predict," "should" and "will" and similar expressions as they relate to SAP are intended to identify such forward-looking statements. SAP undertakes no obligation to publicly update or revise any forward-looking statements. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. The factors that could affect SAP's future financial results are discussed more fully in SAP's filings with the U.S. Securities and Exchange Commission ("SEC"), including SAP's most recent Annual Report on Form 20-F filed with the SEC. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates.

© 2014 SAP SE. All rights reserved.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE in Germany and other countries. Please see http://www.sap.com/corporate-en/legal/copyright/index.epx#trademark for additional trademark information and notices.

For customers interested in learning more about SAP products:
Global Customer Center: +49 180 534-34-24
United States Only: 1 (800) 872-1SAP (1-800-872-1727)

For more information, press only:
Kamila Joanna Laures, +49 (0) 30 41092-252, kamila.laures@sap.com, CET
Bonnie Rothenstein, +1 610 (661) 8867, bonnie.rothenstein@sap.com, EDT
SAP News Center press room; press@sap.com

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SOURCE SAP SE

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