MAY 26-28, 2025 | MADRID, SPAIN
This premier executive program within SAP Sapphire Madrid brings together top C-level leaders for exceptional opportunities to connect, collaborate, and create impact. Join your fellow leaders for premium content and memorable events to explore how to integrate and optimize every part of your business to bring out your best. Attend exclusive sessions exploring the next era of enterprise management, where applications and data and AI are brought together like never before.
SAP Select is not "just another event." This invitation-only gathering brings together key decision-makers and leading innovators for interactive discussions and unforgettable experiences. SAP Select consistently garners some of the highest customer satisfaction scores in the industry, so come and see why your peers rank it as the best event to attend!
Enjoy complimentary access to all that SAP Sapphire Madrid has to offer
Engage in meaningful networking with fellow C-level executives in exclusive settings
Gain strategic insights from industry visionaries on driving business outcomes
Be inspired to imagine new possibilities to connect your organization with applications, data and AI
SAP Select provides invaluable opportunities for conversations with peer business leaders, industry and solution experts, members of the SAP Executive Board, and sponsoring partners. Don’t miss the chance to explore new possibilities, exchange best practices, and chart your path to a transformative future.
Networking Breakfasts
Start your days with purpose and engagement. Join fellow attendees and hosts for daily networking breakfasts at The Palace, a Luxury Collection Hotel, Madrid. Fuel up for the conference days ahead and cultivate meaningful connections.
SAP Select Lounge
Enjoy all-day dining options as you take advantage of informal networking opportunities, exclusive content offerings, and dedicated concierge services in a relaxed setting at the IFEMA Madrid convention center.
SAP Select Evening Events
Kick off your SAP Select experience at the EMEA and MEE Welcome Dinners hosted by SAP Regional Presidents on May 26. Taking place in the heart of Madrid, these events will feature modern European cuisine in historical and memorable settings. Then, on May 27, join your fellow executives and SAP hosts for a networking and cocktail reception at IFEMA Madrid before SAP Sapphire’s Celebration Night.
Toni Kroos is widely regarded as one of the most accomplished and influential midfielders of his generation. Known for his exceptional vision, precision passing, and calm presence under pressure, Kroos has defined modern football’s standards of excellence and consistency. Over nearly two decades at the pinnacle of the sport, he has built a legacy not only of trophies but also of leadership, humility, and transformation.
Convention Center
All SAP Select and SAP Sapphire Madrid sessions will be held at the IFEMA Madrid convention center. Expedited daily transportation for SAP Select guests will be provided between The Palace, a Luxury Collection Hotel, Madrid, and The Madrid EDITION Hotel and IFEMA Madrid. SAP Select guests will also have access to all-day dining and a dedicated networking lounge within the IFEMA.
Headquarters Hotels
Unwind in refined elegance at the SAP Select headquarters hotel: The Palace, a Luxury Collection Hotel, Madrid is the perfect setting to recharge during busy conference days. Guests will enjoy convenient access to networking breakfasts, plus a dedicated hospitality suite, concierge services, and special transportation to the IFEMA Madrid conference center. Special pricing is available at The Palace Hotel.
Expand each of the tabs below to explore event logistics to ensure you are prepared to make the most out of your SAP Select experience.
Airports
Adolfo Suárez Madrid-Barajas Airport (MAD)
Av. de la Hispanidad, s/n, 28042 Madrid, Spain
+34 913 211 000
Located approximately 15-20 minutes away from IFEMA by car.
Ground Transportation
SAP Select guests can take advantage of discounted rates on personal ground transfers through bnetwork. Contact Alba Herrero (alba.herrero@bnetwork.com) to make a reservation. A credit card is required to confirm your reservation. Taxis and rideshares are also readily available to/from Adolfo Suarez Madrid-Barajas Airport (MAD), and throughout the city of Madrid.
Suggested Attire
Suggested attire for SAP Select is a business casual. Jeans are perfectly acceptable for the evening events.
Conference Badge & Check-In
Once you have arrived in Madrid, make sure to visit one of the SAP Select registration desks at the IFEMA Madrid convention center or The Palace, a Luxury Collection Hotel, Madrid to check in and retrieve your conference materials. A conference badge will be issued to you, and must be worn at all conference activities.
Registration desk details including hours and locations will be published closer to the event dates.
Event Venue
All SAP Select and SAP Sapphire Madrid sessions will be held at the IFEMA Madrid convention center. Expedited daily transportation for SAP Select guests will be provided between The Palace, a Luxury Collection Hotel, Madrid, and The Madrid EDITION Hotel and IFEMA Madrid. SAP Select guests will also have access to all-day dining and a dedicated networking lounge within the IFEMA.
Special networking opportunities will take place at The Palace Hotel, including the SAP Select Welcome Reception on Monday evening and the daily networking breakfasts.
More details on hours and locations will be published closer to the event date.
Parking
On-site parking is €10.00 per hour or €40.00 per day at The Palace Hotel and €50.00 per day at The Edition.
Wi-Fi
Complimentary Wi-Fi will be available at the conference venue. You can find the login information in the event app or printed on your conference badge.
Accessibility & Accommodations Support
Please reach out to selecthotels@delegate.com who will be happy to assist you.
Contact Us
If you have any questions about SAP Select, please contact your SAP Account Executive or the SAP Select Planning Team.
SAP Select is a truly tailored experience, offering content sessions in three unique formats. Explore each session type using the tabs below.
Theater Sessions are engaging presentations by inspiring leaders and members of the SAP executive team, sharing strategies and innovations to help organizations stay ahead of the curve.
Tuesday, May 27 | 3:00 pm
SAP Select Theater
Join Christian Klein, Jan Gilg, and Manos Raptopoulos for a conversation on how to turn the promise of agentic AI, harmonized data, and seamless business processes into a reality for your business. In this open Q&A session, they will discuss how SAP is helping companies around the world reach their goals to bring out their best.
Wednesday, May 28 | 11:30 am
SAP Select Theater
Toni Kroos is more than a football legend. He’s a master of focus, discipline, and execution at the highest level. A World Cup winner and central figure at Real Madrid, Kroos brings a unique perspective on leading under pressure, adapting to change, and building trust in high-stakes teams. In this candid conversation, Toni will connect the mindset of elite athletes to the realities of modern business—where clarity, collaboration, and consistent performance are the keys to making your best… real.
Interactive, in-depth sessions with SAP experts and leading customers from both established and emerging brands, showcasing real-world success stories and insights followed by a Q&A segment.
Tuesday, May 27 | 11:00 am
Stefano Venchi, EY SAP Leader Italy
Stefano Santucci, CIO, Ansaldo Energia
Learn how Ansaldo Energia implemented SAP RISE with AWS with zero business disruption. Migrating 46 SAP systems to the cloud, including critical applications like SAP S/4HANA and SAP ERP Central Component, EY established a cloud-first model to reduce costs and support future innovation. Discover how to transform disruption into strategic advantage.
Tuesday, May 27 | 1:00 pm
Muhammad Alam, SAP Product Engineering, SAP Executive Board
Sebastian Steinhaeuser, Chief Operating Officer, Strategy & Operations, SAP Executive Board
Sabrina Storck, Co-Managing Director of SAP Switzerland
Understand the next era of enterprise management and learn how to accelerate your transformation journey with SAP Business Suite. Dive into real-world examples and strategic approaches to leveraging the virtuous cycle of apps, data, and AI. Find out how SAP solutions can help you connect processes and maximize business benefits in 2025 and beyond.
Tuesday, May 27 | 2:00 pm
Eduard Spitz, CIO, Hugo Boss
Guido Simonis, Partner, PwC Germany
Dive into Hugo Boss’ fascinating SAP S/4HANA transformation journey with partner PwC. Learn about the current status and strategy ahead while hearing about its approach to the RISE with SAP solution and clean core strategy. See Hugo Boss’ AI road map and future plans, as no C-Suite discussion would be complete without discussing this hot topic.
Wednesday, May 28 | 9:30 am
Marc Geall, SVP, Head of Product Technology & Experience, Data & Analytics
Delve into the software-as-a-service SAP Business Data Cloud solution, which bridges data silos to create a semantically integrated foundation for transformative insights and reliable AI. See how customers have implemented their first use cases and understand the strategic benefits and execution power of SAP Business Data Cloud for your business.
Wednesday, May 28 | 10:30 am
Rouven Morato, General Manager, President and CRO Enterprise and Business Transformation Management, SAP
Dee Houchen, Chief Marketing Officer SAP LeanIX & SAP Signavio
Business transformation must be developed and maintained to navigate what’s next. AI-enabled solutions can help you optimize processes, master IT complexity, and drive adoption. Explore an integrated product vision that turns change into a competitive edge, enabling smarter decisions, enhanced transformation guidance, and continuous excellence.
Small group sessions facilitated by SAP leaders, designed for best practice sharing and deep, candid conversations on forward-thinking topics.
Tuesday, May 27 | 11:00 am
Stephan de Barse, President, Business Suite Organization, SAP
Thomas Pfiester, Head of Global Customer Engagement, Customer Services & Delivery, and Member of the SAP Extended Board
Unpack the benefits of SAP Business Suite and discuss the opportunities available as you steer your business toward a north star - IT architecture. Discuss the next era of enterprise management and how you can transition to a future-state operating model to reveal increased time to value for your teams and customers alike.
Tuesday, May 27 | 1:00 pm
Valerie Blatt, Chief Revenue Officer, SAP Supply Chain Management
Gilles Dubru, Business Process Owner SC Planning, Takeda
Operate your supply chain as an interconnected ecosystem where operational data flows across systems, inventory levels update in real time, and AI and connected solutions work in harmony. Our approach uses data as a strategic asset to shift traditional disciplines that are horizontally aligned to networked decision-making across the supply chain.
Tuesday, May 27 | 2:00 pm
Geert Leeman, Global Chief Revenue Officer, SAP
As AI evolves rapidly and investment scrutiny increases, executives need evidence-based approaches to customer experience (CX) transformation. Learn about practical applications of AI and unified data, as well as implementation insights and patterns of success. Leave with targeted ideas to enhance your CX strategy and deliver measurable results.
Tuesday, May 27 | 2:00 pm
Philipp Herzig, Chief Technology Officer and Member of the SAP Extended Board
Sophia Mendelsohn, Chief Sustainability and Commercial Officer, SAP
Create real-world results by applying AI that’s relevant, reliable, and responsible. Get insights into our latest product releases and the value they can generate, updates to product road maps, and learn how to start using scenarios today. Uncover how SAP’s technology strategy and innovation will embrace a resilient and sustainable future.
Wednesday, May 28 | 9:30 am
Steffen Pietsch, Vice President, Head of SAP BTP Product Management
In today's fast-paced business landscape, customers are moving to the cloud to stay agile, innovative, and competitive. Explore real-world cloud migration experiences with SAP Business Technology Platform (SAP BTP). Discover strategic advantages and practical steps for a successful transition, enhancing agility, scalability, and innovation.
Wednesday, May 28 | 10:30 am
Dominik Asam, Chief Financial Officer, SAP
Elena Parker, Chief Revenue Officer for Finance & Spend Management, MEE
Finance cannot afford AI hallucinations. How can businesses still leverage AI to enhance financial accuracy, improve the efficiency of fiscal operations, and boost informed and compliant decision-making? Learn how reliable, responsible, and relevant AI, underpinned by good data, is key.
“The opportunity to meet with senior leaders from SAP and the partnership ecosystem, all at a moment's notice was invaluable. I also appreciated the chance to meet other customers to gain valuable insights and to provide customer testimonials to other SAP prospects.”
~ SAP Select in 2024 Attendee
“The access to senior leaders in multiple industries was great. It allowed for us to network, connect at a professional level, and share stories of both challenge and success.”
~ SAP Select in 2024 Attendee
Together, EY and SAP help companies to shape the future by transforming disruption into strategic advantage and unleashing human potential.
The EY-SAP Alliance delivers human-centered, technology-powered solutions that leverage human potential to drive meaningful business transformations.
Working with the EY-SAP Alliance helps you make the right technology investment and get the most out of it. Our integrated solutions transform your people, processes and technology across your enterprise. Unlock hidden value, advance innovation and build future-proof business models with the EY-SAP Alliance.
Throughout your SAP journey, we will leverage our industry-focused tools and specialized services to optimize your investment, adapt to regulatory change and enhance the impact to the growth of your business.
That’s building a better working world.
At PwC, our purpose is to build trust in society and solve important problems. As a global leader in professional services, we provide innovative solutions across assurance, advisory, and tax services to help organizations address today’s most pressing challenges.
In an era where change is the only constant, disruption continues to reshape the business landscape. Recent studies reveal that nearly half of executives are concerned about their organizations' ability to sustain economic viability over the next decade.
With a network spanning 152 countries and nearly 328,000 professionals, PwC's community of solvers combines deep industry knowledge, leading technology connections, and innovative thinking to help businesses achieve their goals. By leveraging the power of SAP, we empower organizations to unlock value, drive transformation, and deliver sustained outcomes—preparing them to thrive in an unpredictable future. Accelerate breakthrough outcomes with PwC and SAP.
SAP Sapphire Madrid: Your best. Made real.
Join business leaders, decision-makers, and industry innovators at our annual flagship event. This year, we’ll showcase how SAP helps businesses go beyond the AI hype and bring out real results. You’ll see exclusive keynotes, dive into cutting-edge data and AI strategies, and build connections within our global community. So, whatever your best looks like, we’ll help make it real. Right now.
SAP Sapphire Celebration Night
Step into an unforgettable evening at IFEMA Madrid, where the vibrant pulse of the city’s creativity, art, and culture comes alive. This immersive celebration invites our attendees to explore interactive art exhibits that engage the senses, indulge in culinary delights from across Europe, and enjoy live musical performances that span a spectrum of genres. It’s a celebration of culture, creativity, and community—a night that promises to linger in your memory long after the final note fades.
Questions?
Please reach out to your SAP Account Executive.