Has SAP Found Magic Formula (One) To Learn The Ropes Of Marketing?
P.J. Jakovljevic - October 23, 2000

Event Summary

On September 22, SAP AG (NYSE: SAP), the leading provider of enterprise software solutions, unveiled a wide-ranging, global advertising and promotional awareness campaign designed to 'build upon its success as the world's leading provider of e-business solutions'. The brand-awareness campaign has gotten an impressive promotional start with SAP's title sponsorship of the inaugural running of Formula One racing at Indianapolis, one of the most famous racing venues in the world and the birthplace of motor sports. This is only part of the new global-awareness campaign. SAP will also be a corporate partner of the West McLaren Mercedes Formula One racing team through 2002, providing exposure for SAP at each of the 16 Formula One events around the world. In addition, the mySAP.comÖ collaborative e-business solution platform will garner tremendous exposure by appearing as the primary sponsor through 2002 of the two McLaren-run cars in the F3000 racing series...