Why SAP’s Play On ‘Super Bowl Boulevard’ Connects For The Brand

Forbes_LogoPublished February 1, 2014 by Forbes

By Jennifer Rooney

NFL sponsor SAP has been a fixture on Super Bowl Boulevard in Times Square this week, just as it’s a fixture at MetLife Stadium in East Rutherford, NJ, as one of four anchor tenants. The software and analytics company has embraced sports as a context for showcasing its traditional business-to-business brand; it uses its technology to enhance the fan experience. “We’re showing people that [as we are] doing this in sports, now they can do this in business as well,” said CMO Jonathan Becher.

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