How SAP Is Transforming Stadia Worldwide: A Spotlight on TSG Hoffenheim

For Modern Stadia and Sports Teams, delivering an exceptional fan experience has become as crucial as winning on the pitch. More and more stadiums are turning to technology, and SAP is at the forefront of this transformation. From seamless ticketing to real-time data insights, SAP’s solutions are redefining how fans experience live events while optimizing operations behind the scenes.

One standout example of this innovation is TSG Hoffenheim, a Bundesliga club that has embraced SAP software to enhance fan engagement, improve team management, and streamline operations. Let’s explore how TSG Hoffenheim’s partnership with SAP showcases the future of sports and stadium management.

Revolutionizing Fan Experiences with SAP

For fans, game day starts long before kickoff—and SAP ensures that every step of the journey is smooth and enjoyable.

• Seamless Ticketing:
  TSG Hoffenheim uses SAP Event Ticketing to offer fans a stress-free ticket purchasing experience. The platform enables digital ticketing, promotional campaigns, and even secure ticket exchanges, giving fans flexibility and peace of mind.
• Fast and Efficient Concessions:
  Waiting in line for food and drinks is a thing of the past with SAP Customer Checkout. Fans can pre-order snacks via their smartphones and pick them up at designated fast lanes, saving time and keeping the focus on the action.
• Personalized Merchandise:
  Fans can order jerseys and merchandise on the go with SAP Commerce Cloud, supported by a chatbot that makes the buying process quick and easy.

Leveraging Data to Drive Innovation

One of SAP’s greatest strengths lies in its ability to consolidate and analyze data across multiple touchpoints.

• Real-Time Decision-Making:
  With SAP Analytics Cloud, TSG Hoffenheim can track ticket sales, concessions, and merchandise performance in real time. This enables stadium managers to make informed decisions, such as reallocating resources or launching promotions on the fly.
• Actionable Insights:
  The data doesn’t just enhance fan experience—it also informs operational strategies. From staffing adjustments to inventory planning, SAP Analytics Cloud ensures every decision is data-driven.

Streamlining Operations Behind the Scenes

While fans enjoy the visible benefits, SAP’s solutions also optimize the operations that make it all possible.

• Efficient Management:
  SAP ERP and SuccessFactors handle everything from finance and HR to controlling and business partner management. This allows the club to focus on what matters most: delivering a top-tier fan experience and competing at the highest level.
• Advanced Team Management:
  With SAP Sports One, TSG Hoffenheim digitizes its sports performance management. From training schedules to medical data, every aspect of team preparation is streamlined for maximum efficiency.

Why More Stadia Are Turning to SAP

TSG Hoffenheim is just one of many success stories. Stadia around the world are implementing SAP solutions to stay ahead in a competitive industry. By combining innovation, data-driven insights, and operational excellence, SAP empowers sports organizations to:

• Deliver unforgettable experiences for fans.
• Streamline operations for greater efficiency.
• Leverage data to drive smarter decisions both on and off the pitch.

The Future of Fan Engagement and Stadium Management

As the sports and entertainment industry evolves, so too does the technology that supports it. TSG Hoffenheim’s journey demonstrates the power of embracing digital transformation, not just for the benefit of fans but for the long-term success of the organization.

Whether you’re managing a stadium, running a sports club, or simply a fan of innovation, the message is clear: SAP is leading the way in creating smarter, more connected experiences for everyone.

Interested in learning more about how SAP is shaping the future of sports and entertainment? Read the full TSG Hoffenheim story for inspiration.

Want to Learn More?

For more information on how TRC Solutions can support your Stadium or Sports Team, Arrange a System Presentation or Contact Patrick Nolan to discuss your needs and how we can tailor SAP Customer Checkout and SAP ERP to your business: Email: pnolan@trcsolutions.ie