German club TSG Hoffenheim uses SAP’s Sports One platform to connect data across scouting, training, player health and match performance. The system collects billions of data points and gives coaches and players an overview through desktop and mobile applications.
Head of Football Intelligence Timo Gross says the club’s approach combines technology with talent development. SAP Sports One also uses SAP’s Joule AI platform to help staff sort scouting reports and answer natural-language questions about players’ strengths and weaknesses.
During match analysis, staff can search for video clips by describing a situation in plain language. Players can also revisit game situations through an immersive analysis tool. SAP Senior Vice President for Sports & Entertainment Fadi Naoum says these tools are intended to reduce manual work and give teams more time to focus on performance.
The club also uses SAP’s Business Tech Platform for business operations, including a ticketing AI assistant and a virtual changing room in its online shop. Gross says people make the decisions, with AI providing support. Naoum describes SAP’s work in sport as being at an early stage, with more to come.
TSG Hoffenheim was acquired by SAP founder Dietmar Hopp in 2005. It went on to record 19 consecutive seasons in the Bundesliga. The source reports that the club later drew 1-1 with Crystal Palace after conceding a last-minute equalizer while Palace had 10 men for half an hour.
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