Staff WriterIt’s official—SAP has teed up a global partnership with the Ryder Cup, the most electrifying biennial punch-up in professional golf.
As the PGA of America and Ryder Cup Europe confirmed today, the tech titan will step into the Worldwide Partner role ahead of this year’s showdown at Bethpage Black in New York and again at the 2027 contest in the emerald fields of Adare Manor, Ireland.
For those keeping score, this is not just another sponsorship. SAP, Europe’s biggest software outfit and a veteran of elite sports partnerships, is bringing its entire tech bag to the course. And unlike your Uncle Bob’s swing tips, this stuff actually works.
“At SAP, we believe in the power of technology to enhance the fan experience, and this partnership allows us to bring that vision to life for millions of golf fans around the globe,” said Christian Klein, CEO of SAP SE, likely while standing next to a whiteboard filled with AI algorithms and birdie percentages.
Founded in 1927, the Ryder Cup pits 12 of the finest golfers from the U.S. against 12 from Europe in a head-to-head format that transforms country club calm into gladiatorial golf theatre.
The addition of SAP won’t change the grit on the greens, but it will drastically alter how we experience every stroke, shout, and shaky tee shot.
Here’s what’s in the cart: SAP’s Customer Data Platform will pull together fan data from across the spectrum—think ticket scans, app interactions, even that Instagram story you posted in the merch tent—and build unified fan profiles.
From there, SAP’s Emarsys Customer Engagement platform will serve up hyper-personalised content across email, social, and possibly your toaster.
Behind the scenes, SAP Datasphere and Analytics Cloud (part of the Business Data Cloud family) will crunch the numbers to deliver insights faster than a Jordan Spieth pre-shot routine.
Translation? The Ryder Cup is about to get a whole lot smarter. Fans will be treated not just to epic match-play drama, but to a seamless, data-driven experience on-site and at home.
“The Ryder Cup has developed a strong track record for utilising new technologies to bring fans closer to the action… SAP’s solutions can do just that,” said Guy Kinnings, Chief Executive Officer of the European Tour group.
“We will provide them with a world-class platform to tell their story to an increasingly diverse fan base that spans the globe.”
If you’re at Bethpage or watching from your sofa, expect to see SAP’s fingerprints everywhere—from on-course branding and TV spots to interactive experiences in the Ryder Cup Village.
The German software juggernaut will also collaborate with the event’s content team to produce bespoke campaigns for Ryder Cup socials.
This isn’t just a handshake deal; it’s a digital deep-dive into golf’s most passionate fanbase.
“We’re proud to welcome SAP as a worldwide partner of the Ryder Cup, and appreciate their shared commitment to delivering an exceptional fan experience…,” added Jeff Price, Chief Commercial Officer of the PGA of America.
“SAP is well-established in driving innovation across the business of sports… We look forward to working together to elevate how fans connect with golf’s greatest team event.”
In other words, the Ryder Cup isn’t just about birdies and bogeys anymore—it’s about bandwidth, bytes, and building unforgettable moments through smart tech. With SAP on board, this storied contest has just teed off a whole new chapter.
And if that doesn’t excite you, check your pulse—or your WiFi.
