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SAP and City Football Group Take “The Beautiful Game” Into the Cloud

New Global Partnership powered by SAP HANA® Enterprise Cloud to Help CFG Simplify Operations, Enhance Fan Engagement and Improve Player Performance for Teams, Including Manchester City Football Club

MANCHESTER, England - SAP SE (NYSE: SAP) and City Football Group (CFG) today announced a global, multiyear marketing and technology partnership that will transform the way the ownership group and its football teams operate and perform, from the boardroom to the pitch. SAP will become the official “Cloud Software Provider” and a trusted technology advisor of City Football Group and its four clubs around the world, including Manchester City FC (Men and Women), New York City FC, Melbourne City FC and Yokohama F. Marinos.

“City Football Group is one of the most innovative and technology-driven football organizations in the world,” said Bill McDermott, CEO and member of the Executive Board of SAP SE. “We are so proud that SAP HANA and our cloud solutions will be enabling City Football Group’s vision for supporting the players and coaches while completely reinventing the fan experience.”

City Football Group and its clubs will implement a wide variety of cloud-based solutions powered by the SAP HANA® platform with the aim to simplify their world-wide operations, scale their business, increase productivity and enhance the fan experience. Another key element of the partnership will be the collaboration to co-innovate and develop new applications to analyze and improve performance on the field for players and coaches.

Khaldoon al Mubarak, Chairman of City Football Group, commented, “This partnership is as important as it is broad, stretching across all entities within the City Football Group. In SAP we have found a technology partner that is committed globally to our businesses and one that shares our constant drive for innovation. Our common ambition is to create groundbreaking football specific technology solutions and products and I have every confidence that we will be successful."

Business Operations
To further expand globally and improve operational efficiencies across all clubs, City Football Group will utilize cloud solutions from SAP, including SuccessFactors® solutions, the SAP® Jam™ social software platform and the SAP Simple Finance solution powered by SAP HANA, to enhance talent management and HR processes and drive more collaboration worldwide. Analytics solutions from SAP, including SAP Predictive Analytics software and SAP® BusinessObjects™ business intelligence solutions, will be the center of CFG’s new information infrastructure to put “information at your fingertips” in order to analyze and simulate all data from ticketing to merchandising to allow decision makers across the organization to make faster and more informed decisions.

Fan Engagement
A variety of SAP solutions will be leveraged to enhance the fan experience in CFG team stadiums around the world, including an interactive digital insights wall at the Etihad Stadium that will bring real-time analytics and insights to fans attending matches. SAP and CFG will change the way that fans of CFG teams access and consume football data, allowing them to look at the game differently and understand it in the most relevant way. To provide an even better experience for fans, CFG will use SAP solutions for customer engagement and commerce and customer experience management software from hybris, an SAP company.

Player and Team Performance
Looking forward, City Football Group will co-innovate with SAP on new technological enhancements in the areas of talent management, football performance and human performance for future versions of the SAP Sports One Solution. As the first sports-specific cloud solution powered by the SAP HANA platform, SAP Sports One provides users with a single, unified platform to manage their individual teams and players efficiently, as well as analyze and contextualize data from different sources and in various formats for new insights for performance optimization.

The partnership with CFG builds on a growing portfolio of relationships throughout football around the world and continues SAP’s strategy of working with sporting organizations that showcase SAP technology. Last summer, SAP and the German National Team (DFB) co-innovated on the development of SAP Match Insights, using SAP HANA, which enabled the team to collect and analyze player data during training to help them secure their fourth World Cup Championship. Outside of football, SAP transforms sport by successfully collaborating with a number of well-known sports organizations and associations in ice hockey, sailing, golf, Formula 1 racing, cricket, American football, baseball, tennis and basketball.

About City Football Group
City Football Group is the owner of a number of football related businesses with global relevance. These include high profile professional football clubs, academies, technical support and marketing companies. CFG’s clubs include Premier League Title Winners 2013-14 Manchester City FC, Melbourne City FC of the A-League and MLS Franchise New York City Football Club, due to begin its inaugural season in March 2015. CFG is also a minority shareholder in Yokohama F. Marinos of the J-League. The common aim across all clubs is to provide the best possible experience and an unmatched opportunity for fans and communities to participate in, and benefit from, football at both a local and global level. The Group’s support companies- City Football Services and City Football Marketing- operate from a number of offices around the world in support of the Group’s clubs, associate organisations and customer organisations. City Football Services shares footballing IP and “know-how” to recruit, develop, train and win. City Football Marketing creates media, marketing and fan engagement properties to support the commercial development of clubs and their partners.

City Football Group is wholly owned by Abu Dhabi United Group (ADUG). ADUG is an investment and development company privately owned by His Highness Sheikh Mansour bin Zayed Al Nahyan.

City Football Group’s headquarters are in Manchester and it has offices in Abu Dhabi, London, New York, Melbourne and Tokyo.

For more information, visit the SAP News Center and the SAP Global Sponsorships website. Follow SAP on Twitter at @sapnews and @SAPsports.

About SAP
As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 263,000 customers to operate profitably, adapt continuously, and grow sustainably. For more information, visit www.sap.com.

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For more information, press only:
Bonnie Rothenstein, SAP, +1 (610) 661-8867, bonnie.rothenstein@sap.com, EDT
Steve Hickok, FleishmanHillard for SAP, +1 (917) 225-3445, steve.hickok@fleishman.com, EDT
SAP News Center press room; press@sap.com
Toby Craig, City Football Group, +44 77 10 380 248, toby.craig@cityfootball.com, GMT
Fraser Walters, Edelman for City Football Group, + 44 7792 788 483, fraser.walters@edelman.com, GMT

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