Sports Track

SAP Sports & Entertainment Forum

Allianz Arena, Munich Mobile Fan Loyalty: We focus on the Fan Matthias Binder, Die Adler Mannheim

SAP Sports & Entertainment Forum April 27 2015, Munich, Allianz Arena Agenda

Challenges in Professional Ice Hockey with regards to fans

Fan Engagement as a Solution

Mobile Strategy Examples

Die Adler Mannheim … 13.000 » Ø 11,300 attendees per home game / Capacity of 13,600 11.000 » approx. 35 home games per season / in the SAP Arena 9.000 » 6,500 season tickets per season 7.000 » 7-time German Ice Hockey Champion 5.000 (1980, 1997, 1998, 1999, 2001, 2007, 2015) 3.000 » season double: Championship & Cup Winners 2006/2007 1.000 » fans and supporters range from 6 years to 80 years 2010/2011 2011/2012 2012/2013 2013/2014

55% male / 45% female . Official average attendance for Adler Mannheim (DEL regular season & playoffs) » founding member of the Champions Hockey League and Source: http://www.del.org/de/statistiken/zuschauer participant in the European Trophy . Official average attendance for DEL (DEL regular season & playoffs) » lead the All-time DEL Ranking Source: http://www.del.org/de/statistiken/zuschauer © Die Adler Mannheim 2015 Challenges in Pro-Ice Hockey – Fans

fans – “commercial anonymity”  Identifying and understanding fans with a 360°perspective

boosting fan loyalty Introduction of the Adler  Personalised services, segmented campaigns, etc. Fan App with a mobile customer card  Information, “technology leadership” of the SAP Arena social networks, webshops,  Fan expectations for technology, IT and innovation individual bonuses

fun / games on smartphones / special event experience  Added value boosts customer loyalty and satisfaction

No consistent CRM method to date

» no customer master data and no purchase history, except for season ticket-holders » no reference to merchandising and catering purchases or individual ticket purchases » no occasion-specific targeted campaigns for fans (up-/cross-selling) » previous app focused on information, not on B2C- business/interactions  no 360° perspective on fans  no fan experience  poor WiFi infrastructure

Creating the prerequisites with a WiFi data highway » free WiFi for everyone » coverage of all interior areas of the SAP Arena » available for up to 15,000 users » log-in in German/English with text message authentication » password valid for entire season » automatic reconnection on re-entry » Unitymedia Kabel BW as ISP and operator » highly positive feedback from fans, media, photojournalists etc. » 160 access points with coated directional antennae and ceiling antennae » 2 high-speed internet lines @ 1 GBit/s each, expandable to 10 Gbit/s per glass fiber connection » up to 150 Mbit/s download speed per user free, extensive, fast © Die Adler Mannheim 2015 Fan Involvement as a Solution

SAP for Sports & Entertainment is the Fan “Golden Record” answer to our challenge  Introduction of a fan app with a Location mobile customer card to boost fan loyalty

Individual Preferences

Ticketing/ Game Attendance

Social Media

Purchase History

Fundraising/ Donations

Implementation of the Adler fan app to increase fan involvement » free app (iOS and Android) » productive operation starting August 2015 » information on games, roster, table, statistics » live ticker, social feeds, competitions, promotions » coupon center for collecting points, purchasing coupons, redeeming coupons for merchandising/catering/tickets, details on the purchase history » collection of customer information for promotions, etc.

Fan Points Coupons Sales history Mobile customer card for Collecting points via Rewarding loyal customers Receipts can be stored use at the point of sale merchandising, ticketing and redeeming discounts on mobile devices (omni-channel)

SAP Management Dashboard SAP Event Ticketing Vision: Passbook Tickets Webshop

 identify fans  understand fans and their consumer behavior  provision of a comprehensive fan app  based on mobile ice hockey content  personalised bonuses/customer card  integration of web shops (ticketing & merchandising)

mobile fan loyalty with customer satisfaction and increased sales