SAP Sapphire 2027 Orlando Guide: Dates, Prices & Attendees
By Ilyas Kerbal,
SAP Sapphire 2027 is expected in Orlando in May; the 2026 edition ran from 11 to 13 May at the Orange County Convention Center together with the ASUG Annual Conference. It is SAP’s flagship customer event in the Americas, with around 15,000 attendees.
S/4HANA, Business AI, Business Data Cloud and industry solutions dominate the agenda. This guide covers prices, the audience and how SAP partners and ISVs can reach the customers who buy.
SAP Sapphire 2027 at a glance
| Next edition | May 2027, Orlando (dates to be confirmed; the 2026 edition ran 11-13 May) |
| Venue | Orange County Convention Center |
| City | Orlando, Florida, USA |
| Typical month | May |
| Frequency | Annual |
| Attendance | ~15,000 |
| Exhibitors | ~200 partners |
| Industry | Enterprise software, ERP, business AI, supply chain, HR |
| Organizer | SAP with ASUG (Americas’ SAP Users’ Group) |
| Official website | sap.com/sapphire |
What is SAP Sapphire?
Sapphire is SAP’s main event for customers in the Americas, covering S/4HANA, Business AI (Joule), Business Data Cloud, SuccessFactors, Ariba and industry solutions. It is co-located with the ASUG Annual Conference, which adds customer-led sessions.
A partner summit runs on day one. SAP also runs Sapphire in Madrid for Europe.
Where does SAP Sapphire take place?
Orange County Convention Center (North/South Concourse), Orlando.
Does it change location? No. Orlando each spring (plus a separate Madrid edition).
Palm trees near the water at sunset in Florida. Photo by Denys Kostyuchenko on Unsplash.
Who you’ll meet at SAP Sapphire
- CIOs and IT leaders
- SAP application owners
- Finance, supply-chain and HR leaders
- Partners and SIs
Budget holders are here, but they are spread across a large crowd that also includes engineers, partners and other vendors. The value comes from filtering the list down to the titles and companies that actually buy from you.
Exhibiting or attending SAP Sapphire? I can deliver the SAP Sapphire attendee and exhibitor list, enriched with job titles, company size, industry and LinkedIn profiles, as a CRM-ready file before the event starts. Ask for your SAP Sapphire list on Prospector
Target industries at SAP Sapphire
- ERP and S/4HANA migration
- Business AI
- Supply chain and procurement
- HR (SuccessFactors)
- Analytics and data
- Industry solutions
Why SAP Sapphire matters for sales teams
SAP customers are large organisations with complex systems, and Sapphire is where their IT and business leaders plan migrations and new projects. The co-located ASUG conference adds a strong user community with practical, customer-led sessions.
For partners, ISVs and consultancies, the best targets are CIOs, SAP programme leads and finance, supply chain and HR leaders at SAP customers. Knowing which accounts attend lets you plan meetings around the projects they are likely to be discussing.
Should you go to SAP Sapphire?
Best for: vendors with a defined segment in enterprise software who are ready to filter the attendee base by role and company size.
Less ideal for: teams expecting qualified leads to come to them. At SAP Sapphire, the useful meetings are almost always arranged before the show opens.
SAP Sapphire ticket prices
| Option | Price / details |
|---|---|
| Early bird | $1,999 |
| Standard | $2,399; ASUG member: $2,299 |
| Public sector | $1,699 |
| Team packs (buy 4 get 1 free) | ~$1,599-1,919 per person |
| Typical cost | ~$2,000-2,400. |
Prices change between editions and by registration date, so treat these as a guide and check sap.com/sapphire before you buy.
The SAP Sapphire app and platform
Yes. The SAP Sapphire app is released inside the SAP Events mobile app (iOS and Android) before the event.
Event apps are built for attendees, not for sales teams. You can usually browse profiles one by one, but connection requests are capped, many profiles are half empty, and there is rarely an export button. That makes the app useful on site and frustrating for planning.
Pros and cons of SAP Sapphire
| Pros | Cons |
|---|---|
| Large SAP-customer budgets | SAP-centric |
| ASUG co-location adds user community | 21+ only |
| Team discounts | Partners cannot attend everything |
How to prospect at SAP Sapphire
| When | What to do |
|---|---|
| 2 months out | Decide who you want to meet: target roles, industries, company size. Then get the list of who is actually registered. |
| 1 month out | Run a short outreach sequence (three to four touches) that leads with the event and a clear meeting ask. |
| Final week | Send reminders, share your booth number or meeting spot, and prepare one-page briefs on your top accounts. |
| After the event | Send personalised follow-ups within 72 hours and tag every lead with the event name in your CRM. |
Partners can attend the partner summit on day one, but customers cannot. Use that day for partner meetings and keep days two and three for customer appointments.
Already exhibiting at several shows this year? I can track the same buyers across events so nobody falls through the cracks. Talk to me about SAP Sapphire and your other shows.
Frequently asked questions
When is SAP Sapphire 2027?
May 2027, Orlando (dates to be confirmed; the 2026 edition ran 11-13 May). Dates can shift, so confirm on the official website (sap.com/sapphire) before booking travel.
Where is SAP Sapphire held?
Orange County Convention Center (North/South Concourse), Orlando.
Does it move? No. Orlando each spring (plus a separate Madrid edition).
How much does a SAP Sapphire ticket cost?
~$2,000-2,400. See the pricing table above for pass types.
Who attends SAP Sapphire?
Mainly CIOs and IT leaders; SAP application owners; finance, supply-chain and HR leaders; partners and SIs.
Can I get the SAP Sapphire attendee list?
Event organisers rarely sell attendee lists. Prospector builds one for you from the event app and website: attendees, exhibitors and speakers, enriched with job title, company, company size, industry, LinkedIn profile and work email where available, delivered as a CRM-ready file before the event. Ask about SAP Sapphire here.
Get the SAP Sapphire attendee list
Whether you are exhibiting or walking the floor at SAP Sapphire, the teams that win are the ones who arrive with meetings already booked. Get in touch through Prospector and I’ll put together the attendee list for your event.
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Photo credits
- Cover image: Photo by Wan San Yip on Unsplash
- In-article image: Photo by Denys Kostyuchenko on Unsplash
Sources
Event details were last checked in October 2026. Dates, venues and prices can change, so confirm them on the official event website.