FRANCOIS LAZAYRES > Senior Manager, Partnerships and Activation - Global Sponsorships

SAP America Inc.

Can you tell me more about yourself?

Certainly! My name is Francois, and I’m from Salgesch in the Haut Valais. I pursued my studies at the EHL Hospitality Business School, specializing in hotel management in the picturesque city of Lausanne. Initially, my plan was to build a career in the hotel industry. However, after completing my studies and spending a year working in Switzerland, I realized that my interests had evolved. Driven by my desire for exploration, I decided to seek opportunities beyond the borders of Switzerland. This quest led me to Shanghai, where fate intervened, and I met my partner. After a year in the bustling city of Shanghai, my partner was transferred to the United States, prompting our move to Philadelphia in 2016. Since then, I have called Philadelphia home, having immersed myself in the unique culture of this vibrant city.

Professionally, I have been fortunate to work at SAP, a German software company in Philadelphia for the last seven years, first in Audit and Compliance, then Property management, and making my way to Senior Manager, Partnerships and Activation - Global Sponsorships.

You joined SAP immediately upon your arrival. Why did you decide to join SAP?

The opportunity to join SAP came through the network of my partner. I started to work in audit and compliance, a completely different job from what I'm doing now. The unique education from the EHL Hospitality Business School not only equipped me with essential management skills, including HR and marketing but also broadened my horizons, showing me that these skills could be applied across diverse industries.

As I became immersed in the vibrant culture at SAP, it became apparent that my passion lay in proximity to customer interactions and cultivating partnership relationships. This realization prompted me to explore alternative roles within SAP. Eventually, the opportunity to join the sponsorships team materialized.

What are the biggest challenges in your industry?

In the world of IT and software, the foremost challenge lies in the relentless pace of evolution. The landscape is in a perpetual state of flux, and adaptation is not merely a choice but a necessity. The competitive atmosphere is intense, with the buzz around artificial intelligence further escalating the stakes.

Being immersed in this field means confronting a constant stream of updates and changes. A commitment to staying and being on the forefront of the latest advancements and industry trends that go beyond the conventional 9-to-5 routine.

What do you think are the major changes that will take place in your industry within the next 5 years?

The discussion around AI is constant, but given the swift pace of technological advancements, AI might become outdated in just five years. Reflecting on the past two decades, the transformation from my first mobile phone at 13 to the capabilities of today's iPhones is astonishing.

AI currently dominates our discussions, and undoubtedly, it will continue to be a significant topic in the next five years. However, considering the speed of progress, there might be something even more groundbreaking on the horizon. The impact of AI on society, the workforce, and job redundancy is inevitable. While some jobs may be eliminated, others will be enhanced.

Please explain the strategy of SAP global sponsorship in partnering with world-class sports teams and leagues.

In a nutshell, my role at SAP revolves around fostering partnerships with sports entities, teams, leagues, and music entertainment that utilize SAP solutions. The overarching theme of SAP is to contribute to making the world run better and improving people's lives. To achieve this, I engage in marketing and sponsorships, focusing on sports entities and entertainment as they make compelling customer references.

Our approach involves collaborating with global sports/entertainment organizations, aiming to reach diverse markets and enhance SAP’s global presence. While we do have specific partnerships with venues like Madison Square Garden and the 49ers, our primary focus is on global partnerships to tell our marketing stories on a worldwide scale. I specialize in managing global accounts, with a particular emphasis on life entertainment.

My portfolio includes high-profile accounts such as Coldplay, Cirque du Soleil, and the Women’s Tennis Association. These global partnerships require careful management to ensure contractual obligations are met, positive relationships are maintained, and the partners continue to serve as valuable customer references.

On a day-to-day basis, my responsibilities involve overseeing the fulfillment of contractual agreements, ensuring positive relationships, and facilitating the involvement of our partners in SAP events. Ultimately, the goal is to strengthen the partnership, showcase the impact of SAP solutions through customer references, and encourage our partners to advocate for SAP within their networks.

The General Assembly of the United Nations took place last month in New York. This assembly marked a crucial milestone in the journey towards achieving the 2030 Agenda and the urgent need to put the 17 Sustainable Development Goals (SDGs) back on track. Can you share with us a current program you are supporting to tackle the problem of climate change?

SAP, as a corporation, is engaged in many various activities impacting climate change. In my role, I work closely with partners such as Coldplay, a band that has taken a strong stance on sustainability. Coldplay committed to reducing 50% of their carbon emissions for their world tour, recognizing the environmental impact of large-scale concerts. The challenge extended beyond the band's emissions to encompass carbon footprint emissions, caused by the 70,000 fans commuting to their concerts every night. To address this, SAP and Coldplay collaborated on creating an app that encourages fans to use sustainable transportation methods like subway, bus, or bike instead of cars.

The partnership with Coldplay stands as a prime example of SAP's dedication to merging cultural events with sustainable initiatives, demonstrating a commitment not only to entertainment but also to environmental responsibility. It's a powerful combination that aligns with the global focus on sustainability.

Can you name a quality or a best practice you would implement from Switzerland to the U.S.?

Punctuality. I was brought up with this saying, that being early is on time, being on time is late, and being late is simply unacceptable. This principle has become ingrained in my values. Whether it’s professional calls or casual meet-ups with friends, I make it a point to be early. It’s a principle I hold dear, reflecting not just a sense of discipline but also a respect for others' time and commitments.

What do you miss most about Switzerland living in the U.S.?

My immediate response will be my family. Even though I'm still in regular contact with them and manage to visit often. Another aspect I love about Switzerland is the ease of being surrounded by mountains and the fresh air within a 20-30 minute reach. Growing up in Valais instilled in me a love for the outdoors.

The cleanliness, for instance, is something I also miss. The post-trash collection scene here tends to bother me more than I expected. It's one of those daily nuisances that I've become sensitive to. On the flip side, there are conveniences here that I appreciate, like the ability to do grocery shopping on a Sunday at 8 p.m. – a luxury not always accessible in small towns in Switzerland where everything shuts down on Sundays.

Traveling is part of your job. What do you always have with you in your carry-on?

I find myself always equipped with four to five sets of headphones, and among them, my trusty AirPods are a constant companion. Given the nature of my job, I'm often on the go, and trust me, holding my phone for extended periods can be exhausting.

What is your healthy work-life balance that you want to share with us?

I really enjoy working from home. I didn't think I would. I was always more of an office person, loving the whole routine of going to the office. And because I often travel for work, like heading to the New York office or a recent trip to Germany, the remote setup doesn't make me feel excluded. So, for me, the ability to work from home is the key to achieving a good work-life balance.

FRANCOIS LAZAYRES > Senior Manager, Partnerships and Activation - Global Sponsorships

SAP America Inc.

JEAN-CLAUDE DUBACHER > Chairman & CEO