SAP, the world’s largest inter-enterprise software provider, has signed a three-year sponsorship deal with champion golfer Ernie Els.

The deal, created and brokered by The Works London, has come as SAP continues a strategy to target small to medium businesses. This investment is further enhanced by an integrated marketing plan and corporate tactical events.

Ben Pincus, Managing Director of The Works London, said: ‘Golf is a great fit for SAP. Whilst the program has been designed to maximise brand visibility, the more important objective for business-to-business cut through is to be able to offer customers a unique and memorable experience. Of course, no one could have predicted that Ernie would be so phenomenally successful at the start of the year . . . that’s the icing on the cake.’

As an SAP brand ambassador, Els will wear SAP branded clothing at all major golf competitions and will also take part in SAP corporate golf events.

This latest deal complements the IT company’s sponsorship of the German Open and veteran golfer Gary Player. SAP also sponsors Formula One racing team West McLaren Mercedes and Team New Zealand’s defence of the America’s Cup.

For more details contact:

The Works London: 020 8233 1600/ MRC: 01908 587463