Why Attend SAPPHIRE NOW + ASUG Annual Conference
Join us in May
for an experience designed around you ...
Where the business challenges become
opportunities ...
And your goals are
within your reach.
This May, your business goals take center stage
Change is accelerating at an unprecedented rate. Economies, societies, and the environment are rapidly evolving, changing the game for your industry, your organization, your department, your colleagues … and you. With change come challenges – and opportunities – and your success depends on finding the right path to achieve the best outcomes for your business.

At this year’s SAPPHIRE NOW and ASUG Annual Conference, we look at change in a new way and put the business outcomes you want in the spotlight.
Why You Should Attend
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This year marks an entirely new event experience. An experience built around you. So, make your plans to join us in May. Bring your stories, your challenges, and your biggest opportunities, and leave with the inspiration, network, and knowledge that will make your business run at its best.
Network with the Best and Brightest Minds
Last year, 95% of attendees engaged
in effective networking.
Welcome to the Neighborhood!
Neighborhoods bring people together, creating a sense of community and providing a shared experience that supports growth and enriches lives. This inspired us to build an entirely new experience at this year’s SAPPHIRE NOW and ASUG Annual Conference. We organized the show floor around five collaborative communities, or neighborhoods, that explore the challenges, opportunities, and technologies involved in achieving critical business outcomes.

Each neighborhood creates a space for inspiration and education, with theater sessions, showcases, customer stories, interactive sessions, workshops, expert meetings, and product demos. We’ve also redesigned the entire experience at the event with your time in mind. You can explore, linger, and “go deep” in discussion and explanation within the neighborhoods without needing GPS to navigate the far reaches of the show floor to find answers.
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The Pavilions:
Connecting Your Vision with Our Innovation
The neighborhoods aren’t the only hot new destinations on this year’s show floor. Take the insights gathered from your neighborhood experience and make your way over to the Pavilion community. Located conveniently adjacent to the neighborhoods, the Pavilion community offers an opportunity to learn about the end-to-end value of SAP offerings.
You will see the elements of the Intelligent Enterprise come together through compelling demonstrations, innovative customer stories, partner best practices, and a networking zone that will further inspire you. You will also get guidance and best practices to help you make the most of your current investments, and insight into where SAP is going with technology innovation so you can capitalize on more opportunities and solve more problems than ever.
Visit our three Pavilions to understand what an Intelligent Enterprise could look like for your organization:
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See what others are saying about the event
“The main reason I go to SAPPHIRE NOW is to learn about the innovative technologies that SAP has right now and gain the visibility to what’s next, how it applies to our industry, and how we can develop a road map to implement these new technologies across our enterprise.”

Michael Zboray

Director – Global Factory Operations

Astra Zeneca

“The experience at SAPPHIRE NOW is very rewarding, from hearing about new information on SAP product direction to interacting with other customers and networking.”

Angela Olson

IBP Lead


“Being at SAPPHIRE NOW puts me on the leading edge of understanding where SAP is going so we can align our roadmaps and make sure we are making the right investments to help our business and our customers.”

Gaja Nagarajan

Managing Director -  IT

Maxim Integrated  

“Attending SAPPHIRE NOW is always such a transforming experience. The keynotes are always amazing – you cannot miss them!”

Christian Palomino

Vice President of Global IT

Meliá Hotels International, Spain

“SAPPHIRE NOW is all about being part of a community. It’s a great event to network, meet peers and competitors and see what they’re doing, and interact with SAP specialists to understand new capabilities.”

Anthoula Madden

Chief Digital Officer

pladis global 

The Concert

We don’t want your experience to stop once our show floor closes. Continue your conversations on Thursday night, where your three-day experience culminates in one of the most extraordinary and memorable concert experiences we’ve ever planned.


 Find out what all the “APPLAUSE, APPLAUSE” is about.

Get Your Boss on Board

Use our justification letter to convince your boss of the benefits of attending and gain approval.