Merry SAP goes funky

Leading software company, SAP UK is tapping into the London arts scene and extending its brand recognition among theatregoers...

Leading software company, SAP UK is tapping into the London arts scene and extending its brand recognition among theatregoers with its sponsorship of the West End production, 'Merrily We Roll Along'.

The company, which is more often associated with hospitality events of a sporting nature, is supporting the Stephen Sondheim musical during its London run at the Donmar Warehouse until March.

According to Peter Robertshaw, marketing director of SAP UK, the company chose the Donmar because it was time for SAP "to get funky", and because of the "close correlation" between the theatre company's brand values and its own.

"As leaders in the new economy, we are keen to associate ourselves with individuals and organisations with a reputation for innovation," Robertshaw explained. "The Donmar meets these requirements precisely and offers an interesting and mould-breaking platform that reflects our own brand position."

The Donmar operates under the leadership of Oscar winner, Sam Mendes, who directs the show.

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