Business tech company SAP brings high-tech to the Super Bowl

NFL sponsor and tech giant SAP will help bring technology to the Super Bowl experience, providing updated, custom information for football fans. Both companies have provided real-time team and player stats throughout the season, and will be continually improved for future seasons.

Using its own NetBase analytics software, SAP is going to provide an interactive exhibit for football fans in New York City, running through next Sunday. The information provided is based on data collected from social analytics, compiled throughout the season, including positive and negative team sentiment, team support from fans, and social media buzzword tracking.

SAP and other big-money sports sponsors are getting creative to help boost return-on-investment and company brand exposure. The NFL uses SAP cloud computing software and both companies are in the second year of a multi-year business partnership.