Madison Square Garden Company Appoints SAP as Technology Partner

SAP has been appointed as the Madison Square Garden Company’s (MSG) new technology and marketing partner in a long-term deal.

As a part of the deal, SAP will become a signature partner which will give the company a significant presence at Madison Square Garden Arena.

SAP will also enjoy the right to be the presenting partner of the “defining moments” and “garden 366” exhibitions.

The firm will also be the official social media analytics partner of Madison Square Garden, the Theater at Madison Square Garden, the New York Knicks, New York Rangers, New York Liberty and other MSG properties.

Hank Ratner, the president and chief executive officer of MSG, said: “We are extremely proud to have SAP join the lineup of industry leading brands that make up our MSG signature partners, and we’re confident this partnership will provide SAP unparalleled brand exposure in New York.

“This is an exciting time to be part of Madison Square Garden, and we are thrilled to welcome SAP who shares our vision for delivering new innovations and service to our fans and customers.”

SAP co-chief executive Bill McDermott added: “It is a true honour for SAP to provide leading-edge technology for the world’s most famous arena.

“We look forward to working with Madison Square Garden to present every individual fan a personal and thrilling experience that creates life-lasting memories. SAP is transforming sports and entertainment with technology across the value chain – to engage fans, drive player performance, run better teams and expand the reach of leagues to fans everywhere.”