NFL sponsor SAP has been a fixture on Super Bowl Boulevard in Times Square this week, just as it’s a fixture at MetLife Stadium in East Rutherford, NJ, as one of four anchor tenants. The software and analytics company has embraced sports as a context for showcasing its traditional business-to-business brand; it uses its technology to enhance the fan experience. “We’re showing people that doing this in sports, now they can do this in business as well,” said CMO Jonathan Becher.
NFL sponsor SAP has been a fixture on Super Bowl Boulevard in Times Square this week, just as it’s a fixture at MetLife Stadium in East Rutherford, NJ, as one of four anchor tenants. The software and analytics company has embraced sports as a context for showcasing its traditional business-to-business brand; it uses its technology to enhance the fan experience. “We’re showing people that doing this in sports, now they can do this in business as well,” said CMO Jonathan Becher.
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