SD Huesca: A digital transformation strategy which is reaping rewards

SD Huesca, a club who currently plays in the top division of Spain, have been working on a global digital transformation strategy for the past few years in an effort to increase the club’s sustainability.

The club have begun various modernisation processes which allows them to grow globally and streamline their operations.

SD Huesca manager Luis Sanclemente explained that technological advancement is one of the club’s main priorities.

“We’ve had a digital transformation strategy that started in 2017 and it has various objectives,” he told the La Liga Newsletter.

“As well as digitally transforming the business internally and making things easier for fans and commercial partners, we’re targeting a zero-paper policy and, as far as it’s possible, the automation of internal processes.”

To support its transformation process, the club works with various apps, from those developed by in-house platforms to those developed by third parties.

Internally, the club has established a digital file tracker that monitors documents that pass through the club via a dashboard, while keeping track of all projects in progress using an open-source software.

That software has also been used to setup the structure of its online store, digital archive and fan club app.

“We then use third-party apps for some core elements to do with our internal processes,” Sanclemente added.

“We use SAGE that helps us in everything to do with accounting and invoicing, for example. We also use the classic social media apps as well as the Docuten supplier portal and e-signature platform.”

The club looks to receive all invoices electronically with this supplier portal, either through a PDF format that can be processed through an OCR system, or via other formats such as ‘Facturae’. This allows the club to sign all types of documents digitally.

“We’re starting to incorporate the signatures of players and employees and we’re talking about having everything on the e-signature platform in the next four months,” Sanclemente stated.

The club’s overall goal is to reduce the use of paper and processes that will improve their environmental footprint. The digitalisation of administrative processes is key to reaching this objective.

“Six months ago, almost all invoices were paper,” Sanclemente revealed.

“However, we have already reached a point where 95% of invoices are sent to us electronically, which saves money in postage and storage. We have 250 signed documents that were previously paper, some of them long labour contracts that can be 50 pages long.”

While SD Huesca’s digital transformation process has already brought benefits in various areas like HR, administration and purchasing, it has also increased its commercial growth.

Josan Oliva, manager of the club’s digital department, explained: “We’re working more and more with suppliers and partners who offer technological solutions. We’ve found a commercialisation channel for assets that we wouldn’t have been able to access if we didn’t have the technological portfolio that we now have.”

As part of its collaboration with La Liga, the club continues to work on ways to use technology to directly impact the fan experience.

“We were one of the first clubs to enter the data-driven programme from LaLiga, which has an objective is to integrate all the processes related to fans, season tickets, matchday tickets and marketing into digital platforms,” Oliva said.

SD Huesca is anticipating a more fluid experience when fans eventually return to their home stadium.

“Last year, we requested an upgrade for the turnstiles so that fans could enter with NFC technology, as well as their mobile phone or their season ticket card,” Oliva said. “We want entry into the stadium to be even simpler.”

“(On the day) Tickets are bought through the online ticket section of the website and the process is automatic, as we no longer gave paper tickets. Instead, we send the buyer a PDF with a QR code that can be used to enter the stadium.”

Other digital initiatives have been vital in connecting with fans of the club, wherever they may be in the world.

“In the spring we were the first club to join with LaLiga and use the Salesforce marketing cloud for newsletters,” Oliva said.

“An important part of our relationship with the fans is the new SD Huesca Fan Club, where there will be a high degree of implementation of digital activities and content.”

Sanclemente, in conclusion, believes the digital strategy organised is necessary to survive in the modern football market.

“It is very important to keep bringing technology into football,” he stated.

“We see that some public administrations in Spain have a high level of digitization in many of their processes and we believe this gives a good reference to football clubs when it comes to modernising their administration.”

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The Athlete Management System changing the Data Game

In today’s high-performance sports landscape, data is a game-changer, and the Teamworks AMS has been regarded as the gold standard in Athlete Management Systems (AMS)

Teamworks is a company dedicated to helping athletes, and the people who support them, reach their full potential through innovative technology.

The company is built by athletes, for athletes, and exists to serve and support the world of sport.

Since its founding in 2006, Teamworks has experienced strong and steady growth.

By continually investing in its team and bringing together top-tier tech companies through strategic acquisitions, Teamworks has been able to offer even greater value and service to its customers.

What started in Durham, North Carolina, has now grown into a global presence—spanning 11 countries and supporting athletes and elite sports organisations around the world.

As of 2025, the company has grown to over 450 employees and has secured $165 million in funding.

The company offers a variety of products and services, however, it’s one of their products, the Teamworks AMS that is changing the data game.

Teamworks AMS is part of the Teamworks Performance lineup, which also includes Teamworks Nutrition (formerly Notemeal).

Together, these connected tools help practitioners and sports scientists provide personalised, well-coordinated care for athletes—boosting performance while helping to prevent injuries.

Teamworks’ AMS helps integrated and multidisciplinary sports performance teams deliver personalised and unified support to elite athletes.

By bringing all the data into one place, it gives coaches and specialists a clear, real-time picture of each player and the team as a whole—so they can make smarter decisions that drive performance every single week.

Teamworks AMS focuses on three key areas to support athlete performance: keeping athletes ready, reducing injuries, and driving long-term development.

Keep Athletes Ready to Perform

By bringing together data on workload, fitness testing and nutrition, users can create tailored programs that help each athlete stay healthy, prepared, and performing at their best.

Reduce Injury Risk and Support Recovery

Integrating performance and medical data makes it easier to identify athletes at risk or in recovery. Foster collaboration to speed recovery and help the athlete return to peak performance.

Develop Each Athlete’s Potential

Leverage data to create personalised development plans built around each athlete’s strengths and areas for improvement—supporting growth both physically and mentally.

Teamworks AMS aggregates performance, health, and medical data from over 100 connected wearables and technologies—giving users more time to focus on analysis and action.

Through the use of the Teamworks AMS app, athletes can build custom, visually rich dashboards to spot trends, make smarter decisions, and help boost performance while reducing injury risk.

So why should Australian soccer clubs and organisations use Teamworks AMS?

In a sport where every detail matters—player readiness, injury prevention, and long-term development—Teamworks AMS offers a cutting-edge solution that will Australian soccer clubs elevate performance and stay competitive at all levels.

Soccer is fast-paced, physically demanding, and leaves little room for unpreparedness.

Teamworks AMS pulls together data to create tailored programs that keep players fit, fresh, and ready for matchday.

With a long season and tight schedules, injury risk is constant.

Teamworks AMS integrates medical and performance data to help identify early warning signs and streamline return-to-play strategies.

This collaborative approach ensures better communication at clubs between coaches and medical staff—minimising downtime and maximising impact on the field.

Whether nurturing academy talent or refining senior players, Teamworks AMS helps coaches and performance staff build data-driven Individual Development Plans.

These plans are tailored to each player’s strengths and weaknesses, supporting both physical growth and mental resilience—critical for consistent performance in competitive soccer.

With the A-Leagues, NPL, and youth academies continuing to grow in professionalism and player expectations, Australian soccer clubs need tools that keep pace.

In a world where performance is defined by precision, Teamworks AMS stands out as the gold standard in athlete management—empowering teams with the data, tools, and insights they need to unlock peak potential and stay ahead of the game.

TSG Hoffenheim extends partnership with SAP until 2030

TSG Hoffenheim has confirmed a long-term extension of its partnership with SAP, one of the most established and technology-driven sponsorships in German football. The renewed agreement, running through to 2030, will see SAP continue as main sponsor, front-of-shirt partner, and official technology partner — while expanding its involvement across the women’s and academy teams.

This extension highlights the strong commitment from both parties and reinforces the growing importance of tech-focused partnerships in shaping modern football strategy and infrastructure.

Among the Bundesliga’s Longest-Standing Sponsorships

SAP has featured on Hoffenheim’s kits since the 2013/14 season, making it one of the Bundesliga’s three longest-running front-of-shirt sponsors. The expanded deal includes:

  • Continued main sponsorship of the men’s first team
  • Sleeve sponsorship for the TSG Hoffenheim women’s team from the 2025/26 season
  • Shirt sponsorship for the club’s academy sides (U16–U19)
  • Branding on training gear and matchday apparel
  • In-stadium branding, including façade signage and TV-facing boards
  • Naming rights to specific stands and hospitality areas at Hoffenheim’s home ground

Managing Director of Marketing and Sales at TSG Hoffenheim, Tim Jost, underlines the club’s strong commitment to SAP and the future of their joint venture.

“Two strong brands from the region are stepping into the future together. We are delighted to extend our intensive partnership with SAP for the long term.

“SAP’s commitment goes far beyond that of a main and shirt sponsor. SAP’s technical expertise is the basis for our role as an innovation leader. In addition, the extension shows once again that TSG have a loyal partner in SAP, who by agreeing to a long-term extension are sending a strong signal of trust in times of change,” he said via press release.

This renewal comes at a time when stability and strategic partnerships are more important than ever in football sponsorship, especially given evolving economic conditions and club ownership models.

A Broader Partnership Beyond Branding

SAP will continue as Hoffenheim’s official technology partner, providing data integration, analytics, and digital performance tools to support both sporting and business operations.

For Hoffenheim, the agreement extends beyond financial support — SAP’s involvement helps position the club as one of the Bundesliga’s most innovation-driven organisations, with projects spanning player tracking, injury prevention, and fan experience enhancements.

The partnership also reflects a strong regional connection, both SAP and Hoffenheim are based in Baden-Württemberg, fostering shared community values and a regional identity.

A Model of Stability and Regional Collaboration

This extension exemplifies a regionally grounded sponsorship with global impact. SAP, a multinational company with over 108,000 employees, remains a locally rooted partner in Walldorf, just 20 kilometres from Hoffenheim’s home base.

From a commercial standpoint, this ongoing alliance strengthens TSG Hoffenheim’s reputation as a long-term, values-aligned sponsorship platform for premium, tech-focused brands.

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