SAP, the major multinational software company, has today been named as the seventh worldwide partner of the biennial Ryder Cup showpiece golf tournament ahead of this year’s event.
The agreement, struck with Ryder Cup Europe and the PGA of America, will cover the 2025 match at Bethpage in New York this September, and the 2027 edition at Adare Manor in Limerick, Ireland.
As a worldwide partner, SAP will receive brand visibility at each event 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 content team on bespoke campaigns for Ryder Cup social media channels.
Meanwhile, the partnership will see the Ryder Cup utilize SAP technologies, including the SAP Customer Data Platform, SAP Emarsys Customer Engagement, SAP Datasphere, and SAP Analytics Cloud.
These solutions will help the Ryder Cup “gain a deeper understanding of audience behavior, drive engagement, and deliver personalised experiences at scale, while paving the way for future AI-driven innovation and a globally connected fan journey.”
SAP joins Rolex, BMW, DP World, Citi, Aon, and Capgemini in the Ryder Cup’s top-tier sponsorship category.
Speaking about the new partnership, Christian Klein, CEO of SAP, 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 personalised, 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 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 platform to tell their story to an increasingly diverse fan base that spans the globe.”
In terms of recent Ryder Cup commercial activity, the event secured new partnerships with spirits and beverage distiller Sugarlands and local healthcare provider Northwell, while logistics heavyweight DP World extended through the 2027 edition.
The 2025 edition of the Ryder Cup will be the first where players on the US team will be paid for competing.
In December, the PGA of America announced that each of the 12 team members and the captain will receive $500,000, $200,000 of which is a personal stipend for their participation, while the remaining $300,000 is for the players to donate to a charity or charities of their choosing.
The $200,000 stipend is separate from player expenses, and for the first time, the players will have a full say over what happens to it.
