Momentum Worldwide has emerged victorious in one of the most closely watched reviews of the year: a shootout for the global sports and entertainment sponsorship agency of record business for b-to-b software giant SAP. The assignment is effective July 1. Other agencies vying for the business included CAA, Octagon and Wasserman. Momentum replaces GMR, which had some of SAP’s business for more than 15 years, during which time SAP’s domestic rights portfolio grew to include naming rights to the San Jose arena that is home to the Sharks; sponsorships with the NBA, NFL, NHL and WTA; a founding-level sponsorship with Levi’s Stadium; naming rights to the 49ers’ practice facility; and deals with MSG and MetLife Stadium.
“Our global sponsorship portfolio provides our brand with a compelling platform to showcase how SAP solutions transform the sport, media and entertainment industries by helping teams, leagues and organizations and their sponsors run simple. As we continue to evaluate new and innovative ways to maximize our investments to benefit our business, we have appointed Momentum Worldwide as SAP’s global sponsorship marketing agency of record effective July 1, following a comprehensive review. Momentum’s digital-first mindset and focus on technology innovation will help transform our sponsorship marketing programs around the world."
"We set out long ago to invest in building a forward-thinking, adaptable agency focused on the ever-evolving needs of our global client base," said Kevin McNulty, President & Chief Marketing Officer. "When the opportunity to partner with SAP arose, we knew that we were in lock step with their vision and dedication to changing the face of sponsorship and could not be more thrilled to enter this next chapter together for years to come."