Strategy alignment announced between Churchill Downs and SAP America
In a significant move, Churchill Downs Incorporated (CDI) has announced a multi-year partnership with SAP America. This alliance, which was officially unveiled in October 2023, marks a new chapter for both entities as they join forces to enhance the experience at Churchill Downs and the Kentucky Derby, set to take place in May 2024.
SAP America will serve as the official technology partner for Churchill Downs Racetrack, Kentucky Derby, and Kentucky Oaks. The agreement includes naming rights for the SAP Starting Gate Suites.
Bill Mudd, CDI's chief operating officer, expressed his excitement about welcoming SAP as a signature partner. He lauded SAP as a tremendous global brand and believes its expertise will support CDI's vision. SAP, known for serving customers across 26 industries, provides deep business insights to its clients, helping them stay ahead of market trends.
SAP's mission is to help businesses run an intelligent and sustainable enterprise. The company utilizes cutting-edge technologies such as machine learning, Internet of Things (IoT), and advanced analytics to achieve this goal. SAP's clients generate 87% of total global commerce, a testament to its impact in the business world.
Lloyd Adams, president of SAP America, described the partnership as a great opportunity to team up with the Kentucky Derby. His team looks forward to providing Churchill Downs with SAP's cutting-edge solutions. The partnership will also see SAP as the presenting partner of the Kentucky Derby and Churchill Downs mobile applications.
In a separate development, CDI also announced FanDuel as the signature partner for the Kentucky Derby and Churchill Downs. This partnership, too, is set to take place during the 150th running of the Kentucky Derby in May 2024.
However, despite the flurry of partnership announcements, Churchill Downs' boss denied rumours that CDI may be considering a possible sale of its online betting arm, TwinSpires. The company remains committed to its operations and is focused on delivering the best possible experience to its customers.
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