SAP SE continues to push its Big Data analytics and business tools deeper into the sports world, announcing today a three-year partnership with FC Bayern Munich AG, one of Germany’s top soccer clubs.

The team will use SAP software to collect player health and performance data, and use analytics to gain a competitive edge on the field. Earlier this year, the team signed a deal to use SAP’s customer relationship management software, which allows it to collect data about fans, personalize the customer experience across mobile devices and eventually sell them products and services.


During a conference call Tuesday, SAP hinted that the tool could allow teams to collect and analyze data from a number of sources, including sensors and third-party software.

SAP’s chief financial officer Luka Mucic said the sports market is worth a “high double-digit million-euro” sum with “great growth potential,” Bloomberg reported today.

The announcement comes on the heels of the World Cup, in which the champion German national team used an SAP tool called Match Insights to collect and analyze stats about players in real time. The tool scrutinized video from on-field cameras capable of capturing thousands of data points per second, including player position, speed and ball possession time.

At the time, Chris Burton, SAP’s group vice president for global sponsorships, said the company has plans to sell the Match Insights tool more broadly, saying it “will become a product I’m sure in Q4.”

SAP works with a number of other sports franchises and associations, including the San Francisco 49ers, the National Basketball Association and the Women’s Tennis Association.