SAP steps into esports arena

Team Liquid. Photo: SAP

In its first foray into the competitive world of esports, SAP has signed on as a three-year sponsor of professional esports organisation, Team Liquid.

Team Liquid was founded in 2000 as a ‘clan’ on the gaming platform, and has now evolved into one of the leading international multigame esports teams with training centres in Utrecht, The Netherlands, and Los Angeles, California, and more than 70 athletes competing across 13 distinct games.

“After deciding to become a sponsor in the field of esports, SAP took time to observe and analyse the market and its ecosystem before finally deciding to partner with Team Liquid – one of the most successful teams in the business,” said Stefan Ries, chief human resources officer, SAP. “For SAP, esports opens us up to a tech-savvy and highly skilled young audience and potential new talent for SAP.”

As Team Liquid’s official innovation partner, SAP will co-develop software based on in-game data, which will help Team Liquid analyse performance and achieve greater precision in areas like team and player performance and scouting new talent. Using the SAP HANA platform as its basis, as well as the SAP Cloud Platform, the SAP Leonardo digital innovation system and predictive and machine learning functionality, SAP will deliver cutting-edge analytics to Team Liquid to improve its overall performance in training and in competition.

“There is a strong demand for meaningful data and analytics software in esports,” said Victor Goossens, co-CEO, Team Liquid. “For Team Liquid, competitive performance is key – and smart technology and data give us the best possible tools to analyse and improve. As a technology company at the cutting edge of innovation and with sponsorship experience across sports and entertainment, SAP is the perfect partner to collaborate with Team Liquid to create tools and solutions to fuel our competitive journey.”

“esports is a highly interesting field for SAP. With a team sponsorship, SAP will be able to activate its full potential by working closely together with Team Liquid to understand their needs and apply innovative technology solutions to address them,” said Lars Lamadé, head of sponsorships, Europe and Asia, SAP.

“SAP as an innovation-driven company is interested in esports as a 100 percent digital sport with a high speed of development. The partnership with Team Liquid, with a true and authentic co-innovation mind-set at its core, will become a great use case for SAP technology.”

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