February 12, 2014

SAP and FormulaE

SAP Sports and Entertainment

Our innovations are designed to

help the world run better.

Applications Mobile Analytics Cloud Database and

Technology

A real-time business platform, powered by SAP HANA.

SAP has more to offer than core ERP

The explosion of mobile devices and mobile connectivity

Doubling of data every 18 months

Touching the consumer – helping our customers better serve their customers

Co-Innovation with customers through Design Thinking

3

Player Salaries /

Business Costs

Rise Each Year

Revenue

Growth Must

Keep Pace With

Annual Cost

Increases

Fan Identity &

Engagement

Using Data To

Gain A

Competitive

Edge

Teams Leagues

Teams

Venues

Digitization

& Silos Of Data

Key trends impacting the Sports & Entertainment industry

4 4 ©

Analysis of Big Data in Real Time

Accessible Anytime, Anywhere, Any Device

Faster Deployment and Time-to-Value

Mobile

Cloud

Analytics Powerful Insights, Intuitive Experiences

SAP HANA

Powered by SAP Technologies

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Revenue

Growth

Team

Performance Business

Operations

Fan

Engagement

Real-Time Platform

Enterprise Business

Intelligence Advanced

Analytics Agile

Visualization

Social Media

Intelligence

Social Engagement

Fan Identity

Fan Experience

Marketing &

Loyalty

CRM / Data

Integration

Ticketing

Merchandising

Player Portal

SAP Scouting

Performance

Analytics

Team / Player

Analytics

Finance

HR

Procurement

SAP Sports and Entertainment

Modular solutions that help “change the game”

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Real Time Analytics: Formula 1 MacLaren Racing Team – “The Perfect Lap”

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Fan Experience: NBA 67 Years of History available for Millions of Fans

nba.com/stats

Statistical Categories

• Speed and Distance

• Touches/Possession

• Passing

• Defensive Impact

• Rebound

Opportunities

• Drives

• Catch and Shoot

• Pull Up Shots

NFL Fantasy Football Player Comparison Tool

12

SAP Real Time Analytics: European Football

13

Serve Direction – Serena Williams Women’s Tennis Association Data Visualization for Players, Coaches, and Fans

14

Player Movement (Istanbul Finals vs Li Na) – Serena Williams

15

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Design Thinking

From idea to solution in months

Focus of our Co-innovation

… a solution that fits technical constraints

… investments that move the economic needle

… experiences users care about

Design Thinking is a proven methodology for creating innovation. It is best

suited for solving tough challenges where the “right answer” is currently unknown.

Sponsorship and

Agreement on

Design Challenges

Preparation and

Discovery

Ideation Workshop Validate, Visualize

and Value

Building the

plan to

innovation

Execute the

Plan to deliver

Value

Design thinking & co-innovation With SAP Scouting

18

1899 Hoffenheim – Co-innovating using advanced technology to improve player development & performance

19

SAP Co-innovation with Customers – Chip Technology,

Player Performance, Player Portal

SAP in Partnership with:

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Player Performance – Google Glass

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Player Performance @ 1899

22

SAP Co-innovation – Player Performance

Other

Data-

Source Footbonaut

23

Player Portal

24

Collect

Consolidate

Derive Insight

Publish and Share

Consume and Act

Optimized Data Flow for Sports Operations

Scouting, Training, Practice,

Medical, Game stats, Player

stats, “Real GM”, SportVU,

Sensor data

SAP

HANA

Analyze, Predict, Simplify,

Visualize, the “So What”

Insights,

Gain

Competitive

Advantage

Push or Pull of Info,

Constant access to most

current data, mobile

reporting and dashboards,

publish and share centrally

GM, Coaches, Medical Staff

see key insights from

reporting, and can make

proactive adjustments to

improve player and team

performance

HANA

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Collect Data

Consolidate, Correlate

and Assess

Identify Fan

Derive Insight

Execute and Refine

Improve Fan

Experience

Optimized Data Flow for Business Operations

Ticketing, Merchandise,

Concessions, CRM, Social

Media, Demographic,

Marketing, Email Surveys, …

SAP

HANA

Segment, Analyze,

Predict

Target, Track,

Measure, Report,

Improve

HANA Precision Marketing, Deepen

Fan Engagement, Develop

propensity to buy models ,

improve campaign

effectiveness

Joe Fan

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Revenue

Growth

Team

Performance

Business

Operations

Fan

Engagement

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SAP Supports the Entire Sports & Entertainment Business

Thank you!!

Frank T. Wheeler Global Vice President, SAP Sports