Case Study: SAP Arena achieves a personalized, revenue‑boosting fan experience with SAP Commerce Cloud

SAP® Arena Focusing 100% on an Outstanding Visitor Experience

SAP Arena in Mannheim, Germany, is a 15,000‑seat sports and events venue hosting more than 120 events and one million visitors a year. Facing high-volume operations (94 points of sale, up to 23,000 food & beverage and 850 merchandise transactions per game), SAP Arena needed to digitize ticketing, concessions, loyalty and real‑time business insight and chose SAP Commerce Cloud as part of an integrated SAP solution to modernize the visitor experience.

SAP Commerce Cloud was deployed alongside SAP Event Ticketing, SAP Customer Checkout and SAP Analytics Cloud to enable in‑app e‑commerce, voucher and loyalty management, and real‑time operational transparency. The integrated solution increased ticketing, food & beverage and merchandise revenue, powered the Fan app (more than 60,000 downloads and ~25,000 registered users), and united six SAP solutions to give SAP Arena a 360° view of operations.

SAP Arena

Jens Reithmann

Managing Director of Operations