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Company:  SAP SE

Brand value: US$50,875 million

Change since 2019: 0%

Headquarter city: Walldorf

Category: Technology

Year formed: 1972

SAP is a software developer specializing in enterprise services to small, medium and large businesses across a broad spectrum of industries. It now counts 92 percent of Forbes Global 2000 companies among its customers, and has 437,000 clients in over 180 countries. The client base has expanded by 24,000 in the past year alone. The business underwent major restructuring in 2019, which has resulted in between 4,000 and 5,000 employees being laid off. There has been change at the highest levels, too, with Bill McDermott being replaced by joint CEOs Jennifer Morgan and Christian Klein. Morgan’s appointment makes SAP the first DAX-listed company with a woman at the top. The brand has long associations with sports sponsorship, including Formula 1, horse riding and football, and has had individual athletes, including Ernie Else, as brand ambassadors. It is now supporting the next generation of “connected athletes” by supplying real-time data insights and analytics, that can help them improve their preparation and performance. An interactive game has been created allowing members of the public to “help” tennis player Angelique Kerber get match ready.