What SAP Arena does

SAP Arena is a multifunctional indoor venue in Mannheim, Germany, opened in 2005 and operated by Betriebsgesellschaft der Multifunktionsarena Mannheim mbH & Co. KG. The venue serves as home arena for Adler Mannheim of the Deutsche Eishockey Liga (DEL), running a minimum of 28 home games per season at typically 10,000+ attendance, and for Rhein-Neckar Löwen of the Handball-Bundesliga (HBL). Beyond sports, it hosts concerts, comedy, cultural performances, family entertainment, and corporate functions; it has also been awarded the IIHF World Championship 2027 and recurring national-team fixtures, including the Deutscher Handballbund Germany vs. Portugal match on January 8, 2027. SAP SE has held naming rights since opening, with SAP ticketing software and SAP Emarsys powering the email marketing stack.

The arena's product surface combines the physical venue and its convertibility between ice and non-ice configurations with a layered digital stack: a proprietary SAP-based online ticket shop and in-app / mobile ticketing with VRN public-transport integration (Kombiticket), a 360° virtual tour, an on-site sports bar (WHISTLE) and fan pub (Friedrichspark), an arena-tour product, and a hospitality offering centered on Sky Lounge packages priced at €229-€239 per ticket inclusive of VIP parking, dedicated entrance, reserved balcony seating, and buffet/beverage catering.

Revenue is generated from six primary streams: (1) standard and season ticket sales for both home teams and external concerts/events distributed via online shop, call center, box office, and authorized presale locations, (2) VIP and hospitality packages, (3) advertising and sponsorship, (4) corporate event hosting and venue rental, (5) merchandising through the on-site ticket and fan shop, and (6) paid arena tours. Pricing is dynamic by event and seat category, with discounts of up to 50% for children, students, trainees, and other eligible groups. The go-to-market combines direct-to-consumer ticket sales with a separate B2B hospitality and corporate-events sales motion, supported by a multi-channel digital presence (website, Facebook, Instagram, X, TikTok, YouTube, LinkedIn, three segmented email newsletters).

Name

SAP Arena

Legal name

Betriebsgesellschaft der Multifunktionsarena Mannheim mbH & Co. KG

Website

https://saparena.de

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

SAP Arena is a multifunctional indoor venue in Mannheim, Germany, home to Adler Mannheim (DEL ice hockey) and Rhein-Neckar Löwen (Handball-Bundesliga), and host to concerts, comedy, and corporate events for the Rhine-Neckar region.

Ownership category

akta.pro rank

Product category

Multi-Purpose Indoor Arena / Live Event Venue

NAICS

Spectator Sports (7112), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industries

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Ice Rinks & Winter Sports Facilities (MPAKAEAG)

Keywords

• Multi-purpose arena
• Event venue rental
• Sports venue hosting
• Concert ticketing services
• Corporate event hosting

Headquarters

HQ city

Mannheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Ticket Sales: Primary revenue stream from single tickets, season tickets, and VIP tickets for ice hockey (Adler Mannheim), handball (Rhein-Neckar Löwen), concerts, comedy, and cultural events. Tickets available through online shop, call center, and box office with dynamic pricing.
2. VIP & Hospitality: Premium hospitality packages including Sky Lounge access with exclusive parking, dedicated VIP entrance, reserved seating, catering (buffet and beverages), and Business Club offerings. Separate VIP ticket sales and corporate hospitality bookings.
3. Advertising & Sponsoring: Sponsorship packages and advertising opportunities within the arena, including digital signage, LED boards, banner placements, and branded activations during events.
4. Corporate Events & Venue Rental: Business events division offering venue rental for conferences, seminars, incentive trips, large-scale corporate events, and team events. Event management services including production, ticketing, marketing, and facility management.
5. Merchandising: Ticket and fan shop selling merchandise, souvenirs, and gifts. Operating hours Monday to Friday 09:00-17:00.
6. Arena Tours: Exclusive guided tours of the SAP Arena providing behind-the-scenes access to backstage areas, artist lounges, arena control room, and VIP sections for a special experience fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels11 records

Core offering

SAP Arena operates a multi-purpose indoor arena in Mannheim, Germany, hosting ice hockey (Adler Mannheim, DEL), handball (Rhein-Neckar Löwen, Handball-Bundesliga), concerts, comedy shows, and cultural events for 10,000+ attendees. The venue also delivers VIP/hospitality packages, corporate event hosting, guided arena tours, merchandising, advertising/sponsorship, and season-ticket subscriptions, supported by an online and mobile ticketing platform.

Product overview

SAP Arena operates as a unified multi-purpose venue combining physical event hosting with integrated digital services. The core offering is the arena facility itself, which hosts ice hockey (Adler Mannheim), handball (Rhein-Neckar Löwen), concerts, comedy, and cultural events. This is supported by an online ticketing platform for sales and distribution, VIP hospitality packages providing premium experiences, corporate event services for business functions, and arena tours for visitor engagement. Digital touchpoints include a newsletter system, mobile ticketing via apps, and a 360° virtual tour. The two home teams (Adler Mannheim and Rhein-Neckar Löwen) serve as the primary sports anchors, driving regular attendance through their respective league schedules.

Differentiator

Problem solved

Functional benefit

Products and services

• SAP Arena Multi-Purpose Venue Multi-purpose indoor arena in Mannheim, Germany hosting ice hockey (Adler Mannheim DEL), handball (Rhein-Neckar Löwen HBL), concerts, comedy shows, cultural events, and corporate functions for 10,000+ attendees. Includes the 360° virtual tour capability for remote exploration.
• Online Ticket Shop Digital ticketing platform for purchasing single tickets, season tickets, and VIP tickets for events at SAP Arena. Supports print-at-home, mobile tickets, seat selection, best seat search, and is integrated with VRN Kombiticket public transport fare.
• VIP & Hospitality Packages Premium hospitality services including VIP areas, Sky Lounge packages (€229–€239), Business Club access, meeting rooms, and dedicated VIP entrances for corporate and premium event experiences. Includes parking, reserved seating, buffet, and full beverage selection.
• Corporate / Business Events Event hosting services for corporate functions including conferences, seminars, incentive events, large-scale corporate celebrations (Großveranstaltungen), and ice hockey incentive packages tailored to company needs. Includes event management, production, ticketing, marketing, and facility management services.
• Arena Tours Guided behind-the-scenes tours of the SAP Arena offering insights into backstage areas, artist lounges, production facilities, arena control room, and VIP sections for a special experience fee. Tickets required for participation; scheduled at specific dates.
• Sportsbar WHISTLE On-site sports bar and gastronomy venue at SAP Arena offering food and beverages for arena visitors.
• Advertising & Sponsorship Sponsorship packages and advertising opportunities within the arena, including digital signage, LED boards, banner placements, and branded activations during events.
• Season Tickets (Adler Mannheim & Rhein-Neckar Löwen) Annual subscription tickets for Adler Mannheim (DEL ice hockey, minimum 28 home games per season) and Rhein-Neckar Löwen (Handball-Bundesliga) with pre-sale access for returning customers and discounted rates for eligible groups.

Quantifiable outcome

• Over 10,000 fans per home game for Adler Mannheim
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• SAP SEflagshipGTM or Marketing Partner · 1 January 2005SAP SE is the naming sponsor of SAP Arena since its opening in 2005. The partnership includes naming rights, digital advertising, and joint marketing activities. SAP Arena website uses SAP ticketing technology and SAP Emarsys for newsletter marketing.
• Verkehrsbund Rhein-Neckar (VRN)coreStrategic or Co-development PartnerVRN public transport integration with combined tickets (Kombiticket) allowing arena visitors to use public transport to/from events. VRN retains transportation fare portion of ticket revenue.
• Dots UnitedminorImplementation/ SI/ Consulting PartnerDots United (Mannheim-based digital agency) designed and developed the SAP Arena website, including layout, implementation, and programming.
• Adler Mannheim Eishockey Spielbetriebs GmbH & Co. KGcoreStrategic or Co-development PartnerPrimary home team playing DEL ice hockey. Home games at SAP Arena since 2005. 8x German champions. Major customer and tenant.
• Rhein-Neckar Löwen GmbHcoreStrategic or Co-development PartnerPrimary home team playing Handball-Bundesliga. Home games at SAP Arena since 2005. 2x German champions, EHF Cup winner 2013. Major customer and tenant.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ÖVB-Arena Bremen: Bremen multi-purpose arena hosting ice hockey (ERC Bremerhaven nearby tenant) and touring entertainment. Direct comparable in event-venue operations and German concert-touring ecosystem.
• Festhalle Frankfurt: Major Frankfurt event arena hosting concerts, family shows, and large corporate events. German peer with overlapping touring-act and corporate-events revenue streams and a comparable annual event calendar.
• Hallenstadion Zürich: Swiss multi-purpose indoor arena in Zurich for ice hockey (ZSC Lions), concerts, shows, and corporate events. Directly comparable in size, dual-tenant sports structure, and European touring-artist routings.
• Mercedes-Benz Arena (Uber Arena Berlin): Large multi-purpose indoor arena in Berlin hosting DEL ice hockey (Eisbären Berlin), handball, concerts, and corporate events. Most direct German comparable to SAP Arena in capacity, dual-sport tenant profile, and event-day ticketing/hospitality model.
• Barclays Arena Hamburg: Hamburg's major multi-purpose arena operated by AEG, hosting DEL/Handball teams and concerts. Direct venue-operations peer with comparable revenue mix from ticketing, VIP, sponsorship, and touring acts.
• LANXESS Arena Köln: One of Europe's largest indoor arenas, operating as a multipurpose sports and entertainment venue with ice hockey (Kölner Haie), handball, and concert programming. Closest German peer by event diversity and tenant-anchor model.
• Olympiahalle München: Historic multi-purpose Munich arena hosting concerts, sporting events, and corporate functions. Direct peer in event-hall operations, ticketing infrastructure, and premium hospitality offerings at scale.
• König Pilsener Arena Oberhausen: Ruhr-region multi-purpose arena focused on concerts, comedy, and sporting events. Comparable venue operator profile with mid-size European touring-artist draw and similar event-day operations.
• PSD Bank Arena Düsseldorf: Düsseldorf indoor arena hosting ice hockey (Düsseldorfer EG), handball, concerts, and shows. Closest comparable by German dual-sport tenant base (ice hockey + handball) and mid-tier arena scale.

Regional players

• Porsche-Arena Stuttgart: Stuttgart multi-purpose arena operated by in.Stuttgart with overlapping concert, sports, and corporate-event programming in the Baden-Württemberg/Southwest Germany region where SAP Arena also operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SAP_Arena
• YouTubeyoutube.com/user/SAPArenaMannheim
• Facebookfacebook.com/saparena
• LinkedInlinkedin.com/company/sap-arena-betriebsgesellschaft-der-multifunktionsarena-mannheim-mbh-co-kg
• Instagraminstagram.com/saparena
• TikToktiktok.com/@saparena

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SAP Arena