The sports industry also has sustainability goals. For SAP Garden in Munich, SAP and Red Bull asked a specific question: How can we motivate ice hockey and basketball fans to travel to the arena in a climate-friendly way?
Twelve Weeks of Prototyping With Fans at the Center
At UnternehmerTUM, five team members from different disciplines worked for twelve weeks together with one manager each from SAP and Red Bull. The project started with in-depth user research with fans. The team looked for levers that improve the fan experience and encourage sustainable travel at the same time.
Based on these insights, the team developed simple user flows that fit seamlessly into the existing SAP Garden app.
Live in the SAP Garden App Since February 2025
The prototype shows fans the most sustainable way to get to and from SAP Garden. Gamification turns this into a self-reinforcing system: Fans who travel sustainably earn rewards and compare their performance with other fans on a leaderboard.
The video shows what the feature looks like.
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Key Results
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Prototype developed in twelve weeks
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Feature part of the SAP Garden app since February 2025
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Rewards and a leaderboard motivate sustainable travel
