Activation 05 · Enterprise Integration
The Smart Stadium. Powered completely by SAP.
We aren't just wearing SAP. We are running on SAP. Baylor Athletics will adopt SAP enterprise software to power real-time operations, transforming McLane Stadium into a living B2B reference story.
Three Live Use-Cases. Real-time operations in the I-35 Corridor.
Ticketing & Fan Identity
SAP Customer Data Solutions
Moving beyond anonymous ticket scans. We will integrate SAP Customer Data Cloud to build a unified profile of the fan journey—from ticket purchase to merchandise sales to gate entry, giving Baylor a "Single View of the Fan."
Concessions & Supply Chain
SAP S/4HANA
Real-time inventory tracking. If the 300-level concourse is running dangerously low on high-demand items during a 95-degree Texas game day, SAP's predictive analytics flags operations to restock the stand before they run out.
Crowd Flow & Operations
SAP Analytics Cloud
Using SAP Analytics Cloud, stadium operations receives a real-time heatmap. If Gate B is backed up by 20 minutes but Gate C is empty, SAP alerts staff to re-route fans and deploy more security, optimizing the gameday experience.
Playfly Sponsorship Measurement Framework
While SAP runs the stadium infrastructure, Playfly will collaborate with your team to track effectiveness. We don't believe in overpromising early ROI—instead, our first step is to meet and lock down specific KPIs together to ensure our data matches your exact business goals.
01 / Broad Reach & TV
Nielsen: We will measure total broadcast reach, TV viewership, and precise "eyeball numbers" for all visible stadium, LED, and jersey branding throughout the season to justify the national media value.
02 / Social & Digital Value
Zoomph: Tracking total digital valuation, engagement rates, and cross-channel lift across all co-branded digital assets. This proves our "multiplier effect" when assets are combined.
03 / Brand Trust & Mindset
Playfly Insights: We will not rely on convenience samples. Playfly will execute true database population matching to track qualitative B2B mindset shifts and corporate brand trust lift among the Central Texas audience.
Academic Pipeline
The Hankamer School of Business Integration
SAP executives can be integrated as guest lecturers for the Baylor S3E program, letting students analyze anonymized fan data. This creates a direct talent recruitment pipeline, solving SAP's hiring and employee onboarding costs.
The Unobservable Data
The BAV ROI Funnel
Audience size is only part of the story. Sponsorship commands a premium over standard advertising because it changes minds at a significantly faster rate. Based on the industry-standard Brand Asset Valuator (BAV) model, we utilize Playfly Insights to track exactly how the Baylor ecosystem pushes decision-makers down the funnel.
Awareness
Moving from unknown to recognized via the jersey patch.
Relevance
Seeing SAP contextualized in live game-day analytics.
Difference
Standing out from legacy competitors like Oracle.
Trust
Deepening credibility through C-suite suite hosting.
Usage
Ultimate B2B pipeline conversion and software adoption.
Market Share Strategy
Competitor Push-Out
We actively track SAP against its top two legacy competitors. By establishing a control group (fans who do not know the sponsor), we measure the precise gap in brand trust. As decision-makers encounter SAP across multiple touchpoints (Patch + Suites + App), SAP's lead over competitors in the region measurably widens, justifying the consolidation of fragmented legacy systems.
(Patch+Suite+App)