SAP to Drive New Era of Ryder Cup Fan Engagement Through Cloud Innovation

SAP’s newly announced partnership as a Worldwide Partner of the Ryder Cup for the 2025 and 2027 tournaments signifies a transformative shift in how fans will experience one of golf’s most iconic events. By integrating its advanced cloud-based technologies, SAP aims to deliver a more personalised, connected, and seamless experience for golf enthusiasts worldwide.

Central to this initiative is the deployment of SAP’s Customer Data Platform, which will unify fan data from multiple sources to create comprehensive individual profiles. This consolidation enables the delivery of tailored content through SAP Emarsys Customer Engagement, ensuring that fans receive relevant information across various marketing channels. Additionally, SAP Datasphere will harmonise customer and business data, making it ready for visualisation in SAP Analytics Cloud, where insights can be transformed into actionable strategies. Together, these solutions will help the Ryder Cup gain a deeper understanding of audience behaviour, drive engagement, and deliver personalised experiences at scale, while paving the way for future AI-driven innovation and a globally connected fan journey.

This partnership also promises enhanced on-site experiences. Fans attending the events at Bethpage in 2025 and Adare Manor in 2027 can anticipate interactive features within the Ryder Cup Village, providing real-time insights and personalised content. For those watching remotely, the integration of SAP’s technologies is expected to offer enriched digital interactions, bringing fans closer to the action regardless of their location.

Christian Klein, CEO of SAP SE, emphasised the company's vision: “At SAP, we believe in the power of technology to enhance the fan experience, and this partnership allows us to bring that vision to life for millions of golf fans around the globe. By integrating our customer data and engagement solutions, we will create a more personalised, connected, and seamless experience – both on and off the course”.

Guy Kinnings, CEO of the European Tour group, echoed this sentiment, highlighting the Ryder Cup's commitment to innovation: “The Ryder Cup has developed a strong track record for utilising new technologies to bring fans closer to the action and make their experience as seamless as possible – whether on-site at the event, or joining the millions of people watching at home. We are always on the hunt for new technology partners who can make golf’s greatest team contest even better and SAP’s solutions can do just that”.

As the Ryder Cup continues to embrace technological advancements, SAP's involvement is poised to set a new standard for fan engagement in golf, blending tradition with innovation to create a more immersive and personalised experience for all.