Millions of Esports enthusiasts across the globe enjoy SAP’s Esports activations. The tech giant is the main sponsor of Team Liquid, one of the world’s finest Esports teams, and leverages its technological skills to give important insights using data-driven game statistics that reach millions of fans in proprietary formats. Overall, SAP is considered a prime example of successful sponsorship in Esports.
However, when SAP initially approached build a rocket, Esports was a blank canvas for the international software company. The initial aim for embracing Esports was to strengthen employer branding, which would profit from reaching out to a younger, tech-savvy target audience.
build a rocket worked with SAP from the start to design a top-tier Esports strategy, with the objective of presenting SAP as a significant and respected partner in the Esports universe while adding value to the community. Our aim as an Esports agency was to instill a thorough understanding of Esports at SAP and to establish a long-term high-level strategy for the coming years. Our first shared objective was to completely grasp the most effective approach to promote SAP as a brand in order to strengthen our relationship to the Esports ecosystem and interact with the community on a personal level.
This resulted in the production of the Esports documentary “A New Perspective”. We showcased the landscape of Valve’s popular title Dota 2 and brought together professionals, viewers and other Esports personalities to share insights into the world of the unsung heroes of the biggest Esports productions. This helped to bridge the gap between technology and gaming, making SAP more accessible to the Esports audience and giving them a deeper understanding for Esports’ present and future.
We designed and hosted a global Esports employee competition to capitalize on the potential of Esports for company branding and recruiting. The offline final event at SAP’s headquarters in Walldorf, Germany, was the tournament’s high point.
Several event partnerships and activations have been launched over the previous five years to further improve the brand image, always with an emphasis on offering a better spectator experience and giving tournaments a significant competitive advantage via the use of in-house analytics technologies. SAP has attended all major and renowned Esports events, constantly adding value to viewers via sophisticated booth space and lounge activations.
The team at build a rocket really have their fingers on the pulse when it comes to new opportunities in Esports, which often helped us to be early adopters of innovative digital activation options yielding fantastic results.
Milan Cerny, Director of Strategic Partnerships, SAP
We were able to add a huge value to the community in two new content formats known as “Highlight Play by SAP” and the “Tournament Rundown powered by SAP”. Each of these formats is incredibly valuable as they collect data using SAP software which then analyses it throughout the duration tournaments.
With the “Highlight Play by SAP”, the impact of certain plays and strategies can be showcased and compared with past matches of the tournament. It’s a fantastic way to display the performance of any team to the public to gain a broader understanding.
Sponsorship in Esports pays out in the long term only when the community benefits. This may be accomplished via raffles and freebies, but it is more sustainable if the additional value is genuine and authentic.
Following each major event, the “Tournament Rundown powered by SAP” provides statistics and information gathered by SAP’s software to allow for comparisons to other teams, players, tournaments, or matches. This has spread to the larger Dota 2 community after the conclusion of major events, generating insightful conversation topics.
Both “Highlight Play by SAP” and “Tournament Rundown powered by SAP” are examples of game-changing innovations and viewership enhancements introduced to Esports. As the scene evolves and expands, so does our interest, and as an Esports agency, build a rocket is always searching for methods to legitimately and sustainably incorporate brands into the ecosystem by providing value to the player or fan experience.