Baylor x SAP · Corporate Partnership
The strongest platform for mid-market growth
A 12-month B2B ecosystem combining executive hospitality, AI-driven engagement, and direct access to Texas' elite tech talent. All while showing off SAP's elite technology in a premier college athletic environment.
Client Needs Analysis
We listened. Here is how we map to SAP's strategic mandate.
"What business problems are you trying to solve? How can we help you run better?"
Pillar 01 / Integration & VIK
A formal Value-in-Kind agreement embeds SAP Analytics Cloud into Baylor Athletics operations — replacing legacy systems and giving SAP exclusive category ownership plus a live collegiate reference story for Sapphire and TechEd. Microsoft's Big 12 sideline hardware deal is a conference-level agreement — a separate category with zero overlap.
"There's a preconceived notion that we're only for big business... we're trying to shed that."
Pillar 02 / Mid-Market Growth
The I-35 corridor — Waco to Dallas to Austin — houses the highest concentration of $500M–$2B companies in Texas. This is precisely the mid-market SAP is targeting for growth, and Baylor places SAP inside that audience 300,000+ times per year at the C-suite level.
"Collaboration, collaboration, collaboration."
Pillar 03 / Sustainable Partnership
This is a lean-in, multi-year platform — not a one-year campaign buy. Technology integration, speaking engagements, and co-innovation activate from day one. Each season compounds: new executive relationships, new case study data, and deeper brand integration across Baylor's fan base and academic programs.
"Why you a good partner? What separates you from everyone else?"
Pillar 04 / Local Anchor Strategy
SAP's global plays (F1, NHL, Wimbledon) deliver scale. Baylor delivers something they cannot: a concentrated, high-intent B2B audience in SAP's highest-priority growth corridor. This is not a logo sponsorship — it is a full enterprise integration. Quality over quantity. The right 300,000 beats the wrong 3 million.
2.1M+
TV Viewers Annually
High-Density
B2B Decision-Makers
Captures
Visiting Big 12 Away Fans
Powered by SAP
Stadium-wide integration visible to every fan, every game.
The Always-On Content Engine
The most consistent and valuable layer of any SAP partnership — reaching prospects who never attend a game.
Media & PR Outreach
Launch Moment Coverage
When the VIK agreement goes live, Baylor and SAP co-issue a press release that generates earned media across sports business, tech, and enterprise software publications — the same playbook SAP used when launching with the NHL and 49ers.
Video & Digital Content
Year-Round Content Pipeline
Every keynote, every suite meeting, every SAP-powered game day moment is packaged into high-production B2B content — driving mid-market prospects deeper into SAP's digital ecosystem 365 days a year, not just on game days.
Sapphire & TechEd Integration
Global Stage, Local Story
The Baylor reference story becomes a centerpiece at SAP's two largest global customer events. When SAP executives present at Sapphire or TechEd, they point to Baylor Athletics as the live proof that SAP Analytics Cloud runs better than any legacy competitor.
Why This Cannot Be Replicated
This activation is architecturally exclusive to SAP. No other enterprise software company can make this claim.
Category Exclusivity
Zero Competitor Access
The VIK agreement grants SAP exclusive enterprise software category ownership across all Baylor Athletics properties. Oracle, Salesforce, and Microsoft are contractually locked out.
Live Reference Architecture
No Other Venue Can Offer This
Because Baylor Athletics runs on SAP Analytics Cloud, every game becomes a live product demonstration — a proof point no competitor can manufacture or buy.
The I-35 Corridor Lock
Geographically Irreplaceable
The Dallas–Waco–Austin corridor is SAP's highest-priority mid-market growth region. Baylor Athletics is the only Power 4 property physically embedded in its center.