‘We test what others don't do’: SAP tells us how it is helping TSG Hoffenheim's football journey hit new heights - and why its AI efforts in sport are only getting started
SAP is still helping TSG Hoffenheim get the edge over its rivals using the power of AI and data.
TSG Hoffenheim, a German football club, has been at the forefront of using technology and data analysis to enhance their performance. Founded and supported by SAP founder Dietmar Hopp, the club has risen through the German leagues to reach European competitions and has been a pioneer in integrating technology into various aspects of football.
TSG Hoffenheim uses SAP’s Sports One platform for tasks such as scouting new players, improving training routines, and predicting potential injuries. The club has a deep commitment to technology, as stated by Timo Gross, Head of Football Intelligence, who said, "We test what others don’t do." According to Fadi Naoum, Senior Vice President Sports & Entertainment at SAP, "You need a customer who trusts you and you need to have a real partnership, as you depend on the feedback of the club."
SAP’s Sports One suite collects billions of data points and provides coaches and players with a comprehensive view of performance, covering health and fitness, training, match performance, and scouting. The platform also includes an immersive analysis tool that allows players to relive game situations and understand areas for improvement. The technology extends beyond the pitch, with SAP’s Business Tech Platform managing the club’s enterprise side, including ticketing and a virtual changing room in the online shop.
While technology is crucial, both Gross and Naoum believe that the human element remains essential. Naoum stated, "It’s important with AI that not the most powerful or rich team will be successful, but the team which knows how best to use the technology." Gross added, "At the end of the process, it is the people’s decision, supported by AI."
The club looks forward to the potential benefits that AI and technology will bring, but they are also aware that there are still new questions to be asked as the technology continues to evolve.
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