Momentum Worldwide has emerged victorious in one of the most closely watched reviews of the year: a shootout for the global sports and entertainment sponsorship agency of record business for b-to-b software giant SAP. The assignment is effective July 1. Other agencies vying for the business included CAA, Octagon and Wasserman. Momentum replaces GMR, which had some of SAP’s business for more than 15 years, during which time SAP’s domestic rights portfolio grew to include naming rights to the San Jose arena that is home to the Sharks; sponsorships with the NBA, NFL, NHL and WTA; a founding-level sponsorship with Levi’s Stadium; naming rights to the 49ers’ practice facility; and deals with MSG and MetLife Stadium.
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