Case Study: San Jose Sharks improve fan experiences and HR operations with SAP SuccessFactors

Embracing data insights to grow fan engagement

Sharks Sports & Entertainment, the parent company of the San Jose Sharks, San Jose Barracuda, SAP Center, and several ice facilities, needed a way to unify siloed data across ticketing, parking, food and beverage, retail, employee management, and other operations. Working with SAP SuccessFactors and related SAP cloud tools, the organization aimed to create a single source of truth and improve reporting, decision-making, and fan experiences.

SAP implemented SAP Business Technology Platform, SAP Datasphere, SAP Customer Data Platform, SAP Engagement Cloud, SAP Analytics Cloud, and SAP SuccessFactors to connect data and streamline HR and operational processes. The results included integration of 5+ third-party data sources, a 12-hour reduction in turnaround time for venue operational reporting, and a 33% decrease in full-time employee onboarding processing time. In 2024, a personalized San Jose Sharks renewal campaign reached a 75% open rate, 28% click rate, and an 87% renewal rate.

San Jose Sharks

Neda Tabatabaie

VP, Business Analytics and Technology