Case Study: San Francisco 49ers scale workforce 10x and optimize fan experience with SAP SuccessFactors

Partnering with SAP to Win on the Field and Off

The San Francisco 49ers faced a rapid expansion challenge when opening Levi’s Stadium, growing staff from about 125 to more than 1,200 in a single off‑season and needing to deliver a world‑class fan experience for 70,000 attendees per game. To manage recruiting, onboarding, HR, operations, and analytics, the 49ers partnered with SAP SuccessFactors (and related SAP solutions such as SAP Jam and SAP BI) to replace paper‑based processes and centralize people and fan data.

SAP SuccessFactors was rolled out—including Recruiting, Employee Central, and Performance & Goals—alongside SAP Jam for stadium communications and SAP BI for fan analytics, with core HR solutions deployed in just three months via the cloud. The implementation delivered self‑service efficiency, streamlined game‑day operations, significant cost reductions versus the prior year, and a leap from knowing 19,000 to understanding behavior for all 70,000 fans per game, helping the organization scale quickly and improve both employee and fan experiences.

San Francisco 49ers

Al Guido

Chief Operating Officer