San Jose Sharks Run Better With On-Demand Solution From SAP and Bramasol

ORLANDO, Fla., May 17, 2011 /PRNewswire/ -- SAP AG (NYSE: SAP) today announced that the San Jose Sharks, a National Hockey League team currently in the third round of the Stanley Cup playoffs, has successfully completed the initial implementation of the SAP® Sports and Entertainment Management solution. Bramasol Inc., an SAP gold partner, has been responsible for the creation of important interfaces and will focus on developing industry-specific add-ons for the project as a next step. Jointly with Bramasol, SAP is now planning to make the SAP® Business ByDesign™ solution available to sports and entertainment companies in the U.S. and Europe.

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"Savvy small and midsize sport and stadium management companies are taking the leap from focusing solely on sports to providing a full entertainment package to their customers," said David Fellers, CEO, Bramasol. "We are convinced that SAP Business ByDesign, combined with our industry know-how, is the right solution to allow these growing companies to manage all parts of their business while supporting their individual growth strategies."

Bramasol is a premiere software products and services firm specializing in developing, selling, implementing and supporting SAP solutions. The long-term SAP partner, is headquartered in South San Francisco and supports customers located throughout the U.S. Bramasol also provides vertical solutions and add-ons for the SAP® Business All-in-One application, SAP® BusinessObjects™ software and the SAP Business ByDesign solutions.

A growing number of sports teams and stadiums are looking for integrated business management solutions that help them run their businesses while keeping IT investments at a minimum. SAP Sports and Entertainment Management provides an end-to-end solution that can tie in business activities across the organization — from ticket sales to core back-end processes. With real-time reporting and data analysis capability, customers can simulate changes in earnings when staging multiple sports and entertainment events and the resulting effects on a season's profitability. The software integrates with external ticketing and point-of-sales solutions to manage sales of tickets and merchandising at the arena, as well as in city stores. The transactions are transferred to the SAP Business ByDesign system, where follow-up processes including inventory management, payment processes and reporting are triggered. Tight integration with the e-shop helps companies manage the sales of items popular with fans and ensure that favorite articles are never out of stock.

"With the go-live of SAP Sports and Entertainment Management, we have completed another exciting and successful project thanks to the co-innovation approach with valued customers and partners like the San Jose Sharks and Bramasol," said Gerd Oswald, chief operating officer, SAP AG. "Now we are looking forward to the next round, taking the solution across the U.S. and beyond to Europe."

For announcements, blog posts, videos and other coverage during the event series, visit the SAPPHIRE NOW newsroom.

SAPPHIRE® NOW

With SAPPHIRE® NOW, SAP offers its customers, partners and prospects even more opportunities to engage in dialogue with peers, participants and thought leaders around the globe. Being held in Orlando, Florida, May 15-18, 2011, this enhanced, real-time event connects attendees on site with global participants through state-of-the-art broadcast studios and an online experience that incorporates the latest social media and community functionality. Whether on site or online, participants can gain insight as to how SAP is delivering on its product strategy and helping organizations around the world to run better. For more information, visit www.sapphirenow.com. Follow SAPPHIRE NOW on Twitter at @SAPPHIRENOW and visit the event newsroom at www.sapphirenow.news-sap.com.

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 170,000 customers (includes customers from the acquisition of Sybase) to operate profitably, adapt continuously, and grow sustainably. For more information, visit www.sap.com.

Any statements contained in this document that are not historical facts are forward-looking statements as defined in the U.S. Private Securities Litigation Reform Act of 1995. Words such as "anticipate," "believe," "estimate," "expect," "forecast," "intend," "may," "plan," "project," "predict," "should" and "will" and similar expressions as they relate to SAP are intended to identify such forward-looking statements. SAP undertakes no obligation to publicly update or revise any forward-looking statements. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. The factors that could affect SAP's future financial results are discussed more fully in SAP's filings with the U.S. Securities and Exchange Commission ("SEC"), including SAP's most recent Annual Report on Form 20-F filed with the SEC. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates.

Copyright © 2011 SAP AG. All rights reserved.

SAP, R/3, mySAP, mySAP.com, xApps, xApp, SAP NetWeaver and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and in several other countries all over the world. All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serve informational purposes only. National product specifications may vary.

For customers interested in learning more about SAP products:
Global Customer Center: +49 180 534-34-24
United States Only: 1 (800) 872-1SAP (1-800-872-1727)

For more information, press only:
Dorit Shackleton, 604-889-7841, [email protected], PDT
SAP Press Office, +49 (6227) 7-46315, CET; +1 (610) 661-3200, EDT; [email protected]

During SAPPHIRE NOW (from May 15 to 18), to speak with press contacts on site, please dial the SAP press room: +1 (610) 661-0469.

SOURCE SAP AG

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