By Sinead Cormican, 16 October, 2025
Whether it’s a break point in tennis or a disruption in business, being resilient, agile, and adaptable make all the difference.
Coinciding with the US Open, a new SAP ad campaign features professional tennis player and SAP brand ambassador Alex de Minaur alongside SAP customers ASICS and Wilson. It showcases how SAP powers performance and drives success on the court and beyond, empowering organizations to pivot quickly, operate efficiently, and turn challenges into opportunities.
A champion on court, a lesson for business
At the center of the campaign is Alex de Minaur, who chooses to use the best sports equipment and gear from leading sports and retail brands Wilson and ASICS. Nicknamed “The Demon” for his speed and agility, de Minaur embodies the SAP values of resilience and determination.
Tennis, like business, demands fast adaptation, confidence, and perseverance. Around the theme of uncertainty in business, the ad campaign highlights how companies can transform adversity into advantage with SAP’s support. Just as de Minaur harnesses confidence and agility to outplay his competition, SAP provides businesses with the tools to adapt, respond, and thrive, no matter what challenges come their way.
Powered by world-class brands
Alongside de Minaur, SAP is proud to spotlight two of its sports and retail customers: ASICS and Wilson. Both are global leaders in the sporting goods and retail industries, manufacturing world-class products for athletes and fans around the globe. SAP technology powers their operations, enabling them to design, produce, and deliver the high-quality equipment and apparel that athletes like de Minaur rely on.
- Wilson uses SAP Business Data Cloud to make real-time business decisions, keeping operations agile and responsive.
- ASICS leverages SAP S/4HANA to connect retail stores, web shops, and wholesale partners worldwide, ensuring fans get the gear they love, wherever they are.
By connecting inventory, stores, e-commerce, and wholesale channels, SAP enables these iconic brands to achieve new levels of customer connection and operational efficiency.
“It’s special to collaborate with SAP, knowing they help drive the technology and innovation behind the Wilson racket in my hand and the ASICS gear I wear every match.”
Alex de Minaur, ten-time ATP Tour title winner
Experience and amplify
The campaign officially launched on August 25, coinciding with the start of the US Open, and will continue through the fall across broadcast, digital, and social media.
Discover more here: sap.com/tennis
