SAP transformed itself from a non-endemic to an endemic brand by entering the esports market with a clear intention to create value for the fans. Using their expertise in data innovations and software development, SAP proved to the communitiy, that sponsoring their favourite competitions wasn't yet another logo on a screen, but rather a love letter to their game of choice.

SAP remains committed to continuous innovation, aiming to enhance the esports fan experience, whether they’re playing, watching, or simply discussing memorable esports moments with friends.

One of our first activations was the documentary “A New Perspective”. It explores the Dota 2 ecosystem and brings together pro players, fans and key community voices to showcase authentic insights into the world of esports events. The film helped shift SAP’s perception by bridging technology and gaming, making the brand more approachable and giving SAP a deeper understanding of esports culture.

We helped SAP leverage the power of gaming for employer branding and recruiting by creating authentic touchpoints with a young, tech‑savvy talent pool. As part of SAP’s HR strategy, BUILD A ROCKET designed and hosted a global employee tournament that showcased the potential of esports for culture, visibility and talent attraction. The offline final at SAP’s headquarters in Walldorf was the highlight of the tournament and strengthened SAP’s position as a modern and attractive employer.