Silicon Valley hockey team San Jose Sharks’ partnership with SAP SE goes way beyond the 17,000-seat SAP Center. Internally, the team uses SAP-affiliated accounting software, the SuccessFactors employee measurement tool, and Intranet site Jam, all SAP products.

When it comes to data, the team can also integrate with SAP to adapt its infrastructure to meet its needs.

360-degree profile of the customer

“We want to know who our customers are,” San Jose Sharks COO John Tortora told John Furrier, cohost of theCUBE, from the SiliconANGLE Media team, during SportsDataSV 2015. “We want to create a 360-degree profile of the customer,” he said. “In the off-season, we created a business intelligence department that focuses on Big Data and analytics to create more value for our customers.”

The Sharks also beefed up its sales and marketing team so that it can better “superserve” its fans. “We’re less reliant on newspapers now, for example, which allows us to be in control of the messaging,” said Tortora. “With this digital transformation, we can respond in real time to our fans.”

Watch the full video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of SportsDataSV 2015.

Photo by SiliconANGLE