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Bringing a global brand to life through truly unique internal and external activations


Boasting a 30-year legacy in sports sponsorship across tennis, sailing, rugby, F1, and more, SAP aimed to depart from conventional hosting, seeking exclusive, money-can’t-buy sporting experiences.

SAP enlisted the expertise of Sporting Giants, with a collaborative history spanning more than ten years in various partnerships.

Sporting Giants provided tailored counsel and planning, and have executed across diverse sporting realms on five continents. This involved negotiating and delivering bespoke strategies and activations, and showcasing SAP products and solutions in varied sports environments (Wimbledon, Ocean Race, Olympic Games and the Extreme Sailing Series), offering unique insights for partners, athletes, and stakeholders.

“I am fortunate to have worked with Scott for the past 8 years and Dan more recently. The Sporting Giants team are exceptional work partners – the best collaborators I have ever worked with. Scott’s unwavering support and willingness to assist with any challenge has been invaluable, helping SAP to identify and design opportunities for creative, purpose-led initiatives whilst optimising ROI and engagement with key stakeholders. Working with Sporting Giants is not only incredibly productive, but also huge fun.”

Lara Spengler, SAP Global Partnerships

Sporting Giants harnessed their extensive network to advise on opportunities and deliver truly unique experiences, reinforcing SAP’s innovative approach and positioning in a competitive market.

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