SAP Becomes a Worldwide Partner of the Ryder Cup

Ryder Cup Europe and the PGA of America today announced that SAP, a global leader in enterprise applications and business AI, has signed a new agreement to become a Worldwide Partner to golf’s greatest team contest – the Ryder Cup.

Established in 1927, the biennial competition pits 12 of the top professional golfers from the U.S. and Europe against each other in a head-to-head match play competition that has become one of the world’s greatest sporting events, captivating an audience of millions around the globe. The partnership agreement will see SAP become a Worldwide Partner to both the 2025 match at Bethpage in New York this September and the 2027 match at Adare Manor in Limerick, Ireland.

SAP is Europe’s largest company and has a long track record in partnering with several of the world’s biggest sports teams, leagues, and organizations to streamline their business processes.

This partnership will see the Ryder Cup benefit from using SAP technologies to further enhance the experience for fans. SAP Customer Data Platform will unify fan data from multiple sources, creating a single fan profile. SAP Emarsys Customer Engagement will then use that data to deliver personalized content across marketing channels. SAP Datasphere will harmonize customer and business data, making it ready for visualization in SAP Analytics Cloud, where insights can be turned into action. Both SAP Datasphere and SAP Analytics Cloud are part of SAP Business Data Cloud. Together, these solutions will help the Ryder Cup gain a deeper understanding of audience behavior, drive engagement, and deliver personalized experiences at scale, while paving the way for future AI-driven innovation and a globally connected fan journey.

As a Worldwide Partner, SAP will also benefit from significant brand visibility at each match through on-course branding, global television advertising, and in the Ryder Cup Village through fan-focused experiences. SAP will also work with the Ryder Cup’s award-winning content team on bespoke campaigns for Ryder Cup social media channels.

Speaking about the new partnership, Christian Klein, CEO of SAP SE, said: “At SAP, we believe in the power of technology to enhance the fan experience, and this partnership allows us to bring that vision to life for millions of golf fans around the globe. By integrating our customer data and engagement solutions, we will create a more personalized, connected, and seamless experience – both on and off the course. We look forward to helping the Ryder Cup set a new standard for fan engagement.”

Guy Kinnings, Chief Executive Officer of the European Tour group, added: “The Ryder Cup has developed a strong track record for utilising new technologies to bring fans closer to the action and make their experience as seamless as possible – whether on-site at the event, or joining the millions of people watching at home. We are always on the hunt for new technology partners who can make golf’s greatest team contest even better and SAP’s solutions can do just that. In return, as a Worldwide Partner, we will provide them with a world-class platform to tell their story to an increasingly diverse fan base that spans the globe.”

Jeff Price, Chief Commercial O]icer at the PGA of America, added: “We’re proud to welcome SAP as a Worldwide Partner of the Ryder Cup, and appreciate their shared commitment to delivering an exceptional fan experience to the thousands of fans onsite and the countless more watching from home. SAP is well-established in driving innovation across the business of sports, helping organizations unlock deeper insights and create more personalized engagement. We look forward to working together to elevate how fans connect with golf’s greatest team event.”