SAP Community ASUG is the world’s largest independent SAP user group with a long history and a broad member base, presenting a large potential audience for SAP-focused services, events sponsorships, and value-added offerings aligned with SAP investments.

Event Partnerships Active participation in conferences and community events (e.g., SAP for Utilities) suggests opportunities to propose sponsorships, speaking slots, event technology, and partner solutions targeting SAP users in utilities and related sectors.

Cloud Licensing Recent move to a public cloud LOB licensing model indicates a need for guidance on license optimization, cost management, and migration strategies, offering advisory, licensing tooling, and optimization services.

Educational Programs ASUG has a history of programs and communities (Women Connect, digital access discussions) that show openness to partnerships around training, certifications, and enablement services for SAP users.

Financial Scale With revenue in the tens of millions and a sizable membership, there is potential for enterprise-grade partnerships, premium memberships, and scalable services that address large user groups and sponsors.