A “Run Live” Powerplay In The Rink And The Marketplace

Emma Reeve

In ice hockey, a “powerplay” is when a team has more players on the ice than its opponent. The extra-player advantage gives the team a greater chance to score — and win.

In business, every organization tries to create a power-play situation that gives it a competitive advantage in the marketplace. German hockey team Adler Mannheim is achieving its powerplay through Internet of Things (IoT) technologies, an industry-leading mobile app, and live data.

“Live data plays an important role for us today,” says Daniel Hopp, CEO of Adler Mannheim and the team’s home, SAP Arena. “And it will play an even more important role in the future.”

Live data for a competitive edge

Adler Mannheim is among the most beloved sports teams in Germany. It attracts 11,000 spectators to every game, including 7,000 season ticket holders, the most of any German ice-hockey team.

A key reason for that fan loyalty is the team’s on-the-ice success, with seven German Championship and two German Cup trophies in its trophy case. Hopp aims to sustain that record with the help of sports data processing and analytics, which enables the team to acquire and develop athletic talent and then rapidly evaluate and adapt players and coaching during training and games.

“We use the live data in all areas,” Hopp explains. “The coach can use it to adjust training plans according to the individual requirements of the players. … This is also very important data for our trainers, for the medical team.” Team staff use live data to personalize training programs to each athlete, evaluate the physical condition of players, and determine when an injured player can resume training.

The house that data built

Adler Mannheim’s home, SAP Arena, was purpose-built for the team in 2005. One of the largest arenas in Germany, with capacity for 15,000, the venue attracts 1 million visitors a year for sporting events, concerts, and conferences.

The connected stadium is populated with hundreds of IoT beacons that follow the movement of customers and send them alerts that optimize their visit. The goal is to create what Hopp calls “the perfect trip.” Fans who sign up for the service get automated notifications of which stadium gates aren’t busy, which bathrooms are closest, and which food stands have the shortest lines. In the future, they’ll get details such as train schedules and delays, highway congestion and alternate routes, and where they can book hotel rooms and meals.

The most loyal fans earn points toward super-exclusive offers, like the ability to travel on the team bus, stay at the team hotel, and be included in team photos. The idea is to offer extraordinary experiences that make fans feel like they’re truly part of the Adler Mannheim family.

There’s a fan app for that

This level of fan engagement is made possible through the team’s cutting-edge mobile app. “Producing the Adler fan app was a revolutionary step forward for us,” Hopp recalls.

The app optimizes the game experience by allowing fans to capture data such as player and puck speed, and track player performance. Outside the stadium, fans can track the history and status of new players, the status of injured players, when the next training will take place, when the team will sign autographs, and more.

“The Adler fan app is known throughout Germany, and it is a role model for many other sports clubs nationwide,” Hopp boasts. “That makes us very proud, and we will continue to lead the way in developing this fast and intensive communication with our fans.”

Learn more about how Adler Mannheim’s Daniel Hopp and other leaders are using SAP solutions to help their businesses run live. Watch our exclusive “Leaders Are Live” videos

This article originally appeared on SAP News Center.


Emma Reeve

About Emma Reeve

Emma Reeve has 20 years of experience creating world-class marketing initiatives that focus on customer and audience experience for technology, finance and pharmaceutical industries. She is currently the Global VP of Storytelling for SAP driving customer experience through storytelling. Prior to SAP, she has led strategic audience engagement on both the corporate and agency side from interactive storytelling; brand communications; digital creative and gaming; advertising; sponsorships and partnerships; branded events; interactive media; e-commerce; and social media strategy. While integrating storytelling as a key tenant professionally, Reeve has also used it as a tool is raising awareness philanthropically. She tells personal stories of women in Rwanda and their path towards hope through skills training, education and community support, while inciting a movement that encourages people to get involved in being part of the change in the world. Reeve communicates strongly her passion that storytelling can engage anyone to empathize, take action, make decisions and more - but at its core it is at the center of making change.