FC Bayern Signs Partnership For Fan Engagement Boost 

FC Bayern Munich will boost its fan engagement in a new partnership with SAP Emarsys platform. 

As one of the most successful football clubs in the world, FC Bayern understands the importance of their fans in creating a dynamic business.

Whether fans are watching from the Allianz Arena or from the other side of the world, FC Bayern wants to deliver its fans the best possible experiences – which is why the club has appointed SAP Emarsys.  

The German club has partnered with the omnichannel customer engagement platform to provide a “one-fan experience” that engages and rewards supporters around the world. 

The partnership will enable FC Bayern to centralise and analyse customer data, providing a better understanding of each fan as a unique individual and delivering personalised content across every touchpoint.

“The fans are at the heart of FC Bayern,” commented Michael Fichtner, CIO at FC Bayern. “We have an existing fanbase of more than 63 million around the globe and there are more than 1 billion people interested in FC Bayern – so we must strive to develop an understanding of every fan in the FC Bayern family and engage with them in a meaningful, personal way.

“Every investment needs to build a closer relationship with fans – and the most important thing we can give our team to succeed is a solution that enables them to deliver the experience fans expect.”

Sara Richter, CMO, SAP Emarsys, commented: “Fans truly love their sports team, and a football club has a unique opportunity when it comes to driving loyalty. In a sport notorious for its unpredictability and the speed at which circumstances can change, it is essential to optimise engagement by knowing how a fan will behave on or around match days and beyond.

“Our partnership is a natural fit, with SAP Emarsys providing the tools and perspective to prove that FC Bayern understands each fan as an individual. An incentivised purchase trigger when a fan’s favourite player has scored, for example, could be the decisive moment for a sale.”