SAP Sapphire Orlando 2027Exhibitor guide: booth costs, dates and deadlines in Orlando
Clean core, clear booth: SAP Sapphire 2027 partner stands in Orlando
- Event dates
- May 24–26, 2027
- Exhibit hall
- Not confirmed yet
- Venue
- Orlando (venue not confirmed yet), Orlando
4.9 star rating from clientsSince 201510,000+ booths built3,000+ exhibitors
Quick answers
SAP Sapphire Orlando 2027 in 30 seconds
SAP Sapphire Orlando is SAP's North American customer conference, held together with the ASUG Annual Conference of Americas' SAP Users' Group. The 2027 edition runs May 24–26, 2027 in Orlando; the venue is not confirmed yet, and the 2026 show used the Orange County Convention Center. Attendees are SAP customers: CIOs, finance, supply chain and procurement leaders and SAP architects, many of them partway through a move to Cloud ERP. Exhibitors are systems integrators, cloud providers and add-on software vendors, who get floor space through SAP's partner sponsorship program. Purple builds partner booths for it in its Fishkill, NY shop.
- When is SAP Sapphire Orlando 2027?
- May 24–26, 2027, at Orlando (venue not confirmed yet), Orlando.
- When is the SAP Sapphire Orlando exhibit hall open?
- Not confirmed yet for 2027. In 2026 the show floor opened May 11, 1–6 p.m., May 12, 7:30 a.m.–5 p.m., and May 13, 8 a.m.–4:30 p.m.
- What does a 10×20 SAP Sapphire Orlando booth cost all-in?
- $7,500 – $15,000 for a Purple rental in Orlando: design, graphics, lighting, install and dismantle. SAP Sapphire Orlando bills space and show services separately.
The lookOrlando 2027
Clean core, warm May nights.
SAP Sapphire and the ASUG Annual Conference return to Orlando on May 24–26, 2027. Finance, supply chain and IT leaders arrive mid-program on SAP, and the partner floor is where they choose who carries out the next step of the move to Cloud ERP.
Everything about SAP Sapphire Orlando 2027 in one place
SAP Sapphire Orlando 2027 fact sheet
| Official name | SAP Sapphire & ASUG Annual Conference Orlando 2027 |
|---|---|
| Event dates | May 24–26, 2027 |
| Exhibit hall dates | Not confirmed yet In 2026 the show floor opened May 11, 1–6 p.m., May 12, 7:30 a.m.–5 p.m., and May 13, 8 a.m.–4:30 p.m. |
| Venue | Orlando (venue not confirmed yet) Orlando, FL |
| Organizer | SAP with ASUG (Americas' SAP Users' Group) |
| Who attends | SAP customers: CIOs, finance, supply chain and procurement leaders, SAP architects and ASUG members |
| Nearest airport | Orlando International Airport (MCO) |
| Hotels | SAP's 2027 hotel block: not confirmed yet (2026 discounted rates ended April 25) |
| Official website | sap.com |
Official SAP Sapphire Orlando resources
01 Purple at SAP Sapphire Orlando 2027
Clean core, clear booth: SAP Sapphire 2027 partner stands in Orlando
SAP customers come to Sapphire to plan their next move to the cloud, and they walk the partner floor looking for the firm that will carry it out. We build booths that name that migration step plainly and ship them from Fishkill to Florida's right-to-work halls.
- May 24–26, 2027 · Orlando
- With ASUG Annual Conference
- Partner floor by sponsorship
What makes SAP Sapphire Orlando different, and how we build for it
SAP Sapphire in Orlando is SAP's own North American customer event, run together with the ASUG Annual Conference of Americas' SAP Users' Group, and it returns May 24–26, 2027.Partner space on the show floor is sold through SAP's sponsorship program, so systems integrators, cloud providers and add-on software vendors buy a package rather than raw square footage. The audience arrives with a roadmap: ASUG's 2026 pre-conference seminars covered Cloud ERP journeys, SAP BTP, Joule and Business Data Cloud. A partner booth here works when it shows the next concrete step in a customer's SAP program and who on your team will run it.
A credible plan for the move to Cloud ERP: phases, timeline, risk and references from companies like theirs, discussed at a table away from the aisle.
One business process shown before and after, with the numbers their CFO cares about and a sample report they can read without SAP jargon.
Technical depth on BTP, integration and data: a live system or architecture walk-through and a specialist who answers without a sales script.
Your team in Orlando
How Purple runs SAP Sapphire Orlando 2027
Sapphire is an East Coast drive for us: the Fishkill, NY shop builds and prints the partner booth, and crates travel south to the advance warehouse named in SAP's exhibitor kit, with spare days on the road. In the Orlando hall, your Purple project manager directs the official contractor's labor, or our EAC filing, and has every screen tested before the show floor opens.
Inside SAP Sapphire Orlando 2027
Rules that shape your SAP Sapphire Orlando booth
SAP sells show-floor space to partners through its sponsorship program, so the package sets your footprint and benefits. We draw the booth to the package and its specs rather than to a size picked in advance.
In 2026 the floor opened at 1 p.m. on the first day and closed at 4:30 p.m. on the last. We finish installation and rehearsal before that first afternoon and book dismantle labor from the published close.
SAP's discounted 2026 hotel rates ended April 25, about two weeks before the show. We put the 2027 cutoff on your calendar as soon as SAP publishes it and book our project manager's room inside the block.
Programs worth planning for
In 2026 ASUG ran nine paid add-on seminars on the first day, including Cloud ERP journeys, SAP BTP, Joule and Business Data Cloud. 2027 topics and prices not confirmed yet.
SAP Sapphire Orlando is SAP's North American customer event with ASUG; choose it over Oracle AI World when your software or services run on SAP and your buyers are finance, supply chain and IT leaders planning a Cloud ERP move. Compare SAP Sapphire Orlando with the other software and cloud shows we build for →
software and cloud at SAP Sapphire Orlando
The industry behind SAP Sapphire Orlando, in pictures
02 Booths & pricing for SAP Sapphire Orlando 2027
How much does a SAP Sapphire Orlando 2027 partner booth cost?
SAP sells partner space through its sponsorship program, and the 2027 packages and booth sizes are not confirmed yet. A partner at its first Sapphire is well served by a 10×20 that leads with one business process and a seat for the architect; integrators selling multi-year programs need an island of 20×20 or more, with a private room for the CIO.
A demo counter for one business process, the migration step you deliver in large type, and a stool for the architect who stays to ask questions.
Shown: a Purple inline booth for data-pixel
See 10×20 rental booths →
Finance, supply chain and technical bays side by side, so each buyer from one customer team finds their own station.
Shown: Barantech, a Purple inline booth
See 10×30 rental booths →
An island with a closed room for CIO and program-lead meetings, demo counters on two sides and a rigged sign if the 2027 hall permits one.
Shown: Amazon Prime Video, a Purple large-format exhibit
See 20×20 rental booths →
A seated theater for customer stories, one pod per industry, a pair of meeting rooms and a coffee counter for booked customer visits.
Above: LeadSquared, a Purple island exhibit
See 20×30 rental booths →In Purple's SAP Sapphire Orlando price
- A 3D rendering of your SAP Sapphire Orlando booth, revised until you approve it
- Structure, graphics printed for SAP Sapphire Orlando, counters and storage as specified
- Lighting plus power distribution within the booth at SAP Sapphire Orlando
- Installation and dismantle in Orlando, run by our project manager on the floor
- Show-service orders and deadlines for SAP Sapphire Orlando, tracked on your behalf
Paid to SAP Sapphire Orlando and its contractor
- Exhibit space (paid to SAP with ASUG)
- Material handling at the Orlando (venue not confirmed yet), when the space rate does not include it
- Electrical service, internet and rigging at the Orlando (venue not confirmed yet)
- Booth cleaning and any union labor the Orlando (venue not confirmed yet) requires
Rates to plan with for SAP Sapphire Orlando:
- Standard pass, 2026 $2,399 (SAP Sapphire Orlando 2026) source
- ASUG member pass, 2026 $2,299 (SAP Sapphire Orlando 2026) source
- Public sector pass, 2026 $1,699 (SAP Sapphire Orlando 2026) source
Before you sign, your proposal already estimates each of these show charges, so the SAP Sapphire Orlando total is on paper.
The prices above are all-in 2026 rental ranges covering design, structure, graphics, installation and dismantle; custom builds for SAP Sapphire Orlando are quoted per project. Run your SAP Sapphire Orlando numbers in the booth cost calculator and the 2026 booth cost guide.
Send your SAP Sapphire Orlando booth size and what the space needs to do for your team. You hear back within one business day, and a rendering with a fixed SAP Sapphire Orlando proposal usually follows within a week. No charge.
The booth we would build for SAP Sapphire Orlando 2027
The migration-roadmap booth with a CIO table
Sapphire visitors arrive with an SAP program already under way and walk the partner floor to find who will carry out the next phase. So the booth reads as a roadmap: one wall that names the step you deliver, a technical station for the architect, and a table where a CIO can talk risk and timeline.
Roadmap wall
A lit back wall that lays out the Cloud ERP journey in four or five steps and marks the one your firm runs, readable from the aisle.
Architect station
A standing counter with a screen for BTP, integration and data walk-throughs, staffed by a specialist rather than a seller.
Process screen
One finance or supply chain process shown before and after, with the figure a CFO would ask for.
CIO table
A semi-closed table for four, out of the aisle's sight line, for program-level talk about phases and references.
The demo
Walk one order-to-cash or procure-to-pay process from the current system to the target in under three minutes, then put the timeline and the reference customer from the same industry on screen. ASUG members will ask what broke in the last project; have the answer ready.
The meetings
The partner package sets the footprint, so the meeting space is drawn inside it: a CIO table for program talks in a smaller booth, a closed room once the package reaches an island. Book the slots for the Tuesday, the first full show-floor day in 2026.
Your next SAP step, run by people who have done it.
The SAP Sapphire Orlando booth is lit and stocked before your team arrives. You just show up.
03 Built by Purple
SAP Sapphire partner booths that win the next project phase
Case study · Amazon
Amazon at ESSENCE Festival of Culture, New Orleans
A different world, the same need: Amazon's ESSENCE activation made Prime Video and Alexa tangible, and a Sapphire partner booth has to make an SAP migration step tangible to a CIO.
Read the Amazon case study All case studies →“We were very happy with the experience and with the support provided throughout the project. The booth looked great, the coordination process was smooth, and everything was handled professionally, which made the event much easier for our team.”
Miriam Valdes, Communications Manager, INdermal · what other clients say
Trusted by exhibitors including
04 Designing for SAP partners, systems integrators and SAP add-on software vendors at SAP Sapphire Orlando
Designing a SAP Sapphire booth for customers mid-migration
1Show the next step, not the whole journey
Sapphire visitors are mid-program on SAP. We put one concrete step on the back wall, a finance close on Cloud ERP or a supply chain plan on BTP, and keep the full methodology for the meeting table.
2One customer team, three stations
SAP customers walk the floor with finance, supply chain and IT leads together. We split a 10×30 or island into stations per role, so each person sees their process while the account lead talks to the CIO.
3Seminar day sets the questions
ASUG's pre-conference seminars cover Cloud ERP, BTP, Joule and data before the floor opens. We keep a swappable panel at the booth front so your team can answer the topic everyone heard about that morning.
4Meeting rooms book up first
Partners at Sapphire close next-phase work with existing customers. A small closed room or screened table, booked by your account team before the show, turns the floor visit into a working session.
Concept rendering
Your proposal for SAP Sapphire Orlando includes a rendering like this one
See the SAP Sapphire Orlando booth in 3D first: layout, graphics, lighting and where products sit, revised until it is right and before any panel is cut. Above: a Purple concept for Withsystem.
Start my SAP Sapphire Orlando concept05 Orlando (venue not confirmed yet) · Orlando
SAP Sapphire Orlando 2027 freight, Florida labor and show hours
SAP has named Orlando for May 24–26, 2027 but not the venue; the 2026 edition ran at the Orange County Convention Center on Universal Boulevard. Under Florida law, employees on your own payroll may unpack and put up light pieces with hand tools inside the show rules; heavier work falls to the official contractor's labor or to Purple filed as your EAC. When SAP issues the exhibitor kit we read it end to end, order electrical, data and rigging from whichever providers the hall names, and send crates from our Fishkill shop to the advance warehouse inside its window, with a few spare days for the drive south. On the floor, your Purple project manager directs every install and teardown hour.
What Purple handles
- A booth plan built to the SAP partner package you sign
- Role-based demo stations for finance, supply chain and IT visitors
- Exhibitor kit, contractor and venue orders once SAP names the hall
- Freight from Fishkill to Orlando, timed to the advance warehouse window
- On-site install and teardown directed by your Purple project manager
Your SAP Sapphire Orlando timeline, from move-in back
We need your SAP Sapphire Orlando design signed off by March 2027.
- January 2027Partner package confirmed with SAP; concept and demo plan signed off with Purple.
- February to March 2027Production in our Fishkill shop; screens and demo stations tested with your system.
- March to April 2027Exhibitor kit orders filed once SAP names the venue: power, internet, rigging and labor.
- Late April to early May 2027Freight to the advance warehouse with spare days for the drive from Fishkill.
- Days before May 24, 2027Move-in and demo rehearsal; 2027 move-in days not confirmed yet.
- May 24–26, 2027Sapphire week with your Purple project manager on call, then dismantle and storage.
Purple's planning timeline for SAP Sapphire Orlando. Move-in, freight target and order deadlines are set by the SAP Sapphire Orlando exhibitor kit and your assigned schedule; we confirm them for your booth once you book.
Printable SAP Sapphire Orlando budget & deadline sheetBefore you book SAP Sapphire Orlando 2027
SAP Sapphire Orlando habits worth planning around
In 2026 the show floor opened only at 1 p.m. on the Monday, after the ASUG pre-conference seminars, so the first day gives you an afternoon; schedule launches and key demos for Tuesday. source
The 2026 floor closed at 4:30 p.m. on its final day, so a dismantle crew booked from that time avoids paying for idle hours earlier in the afternoon. source
SAP's discounted 2026 hotel rates ended on April 25, about two weeks before the show, so put the 2027 cutoff on the calendar the day SAP publishes it. source
ASUG members paid $2,299 instead of $2,399 for a 2026 pass and public sector attendees $1,699, so staff from a member company save on each extra badge. source
ASUG's nine 2026 pre-conference seminars covered Cloud ERP journeys, SAP BTP, Joule and Business Data Cloud; match your back wall to those topics, because they are what customers were studying that morning. source
Who you meet on the floor
They come with a migration roadmap and look for the partner who will run its next phase, with references from their industry.
They want one process proven before and after, in figures their CFO accepts.
They study how a Cloud ERP move changes planning and buying, and compare partners who have done it.
They spend the Monday in ASUG seminars on BTP, Joule and data, then test partners on technical depth.
Travel to SAP Sapphire Orlando 2027
Getting to SAP Sapphire Orlando 2027: airport and hotels
Fly in
Orlando International Airport (MCO)
Stay
SAP's 2027 hotel block: not confirmed yet (2026 discounted rates ended April 25)
Travel facts from sap.com.
SAP Sapphire Orlando by the numbers
SAP Sapphire Orlando year by year
How SAP Sapphire Orlando 2027 compares with other software and cloud shows
The software and cloud shows closest to SAP Sapphire Orlando on the calendar, with the latest size each organizer has published. Each show name opens our software and cloud exhibitor guide for that show.
| Show | Dates | City | Latest published size |
|---|---|---|---|
| AFCEA TechNet CyberAFCEA International | May 11–13, 2027 | Baltimore, MD | 335 exhibitors (2026) |
| SaaStr AI AnnualSaaStr | May 11–12, 2027 | San Mateo, CA | 10,000+ attendees, per SaaStr (2027) |
| ATDAssociation for Talent Development (ATD) | May 16–19, 2027 | Boston, MA | 10K+ attendees · 300+ exhibitors (2026) |
| Red Hat SummitRed Hat | May 24–27, 2027 | Boston, MA | 6,650+ attendees · 75 sponsors exhibitors (2026) |
| SAP Sapphire OrlandoSAP with ASUG (Americas' SAP Users' Group) | May 24–26, 2027 | Orlando, FL | – |
| Cisco LiveCisco Systems | June 6–10, 2027 | Las Vegas, NV | 21+ minimum age for every Cisco Live 2027 attendee |
| Snowflake SummitSnowflake Inc. | June 7–10, 2027 | San Francisco, CA | – |
| Gartner Marketing Symposium/XpoGartner | June 7–9, 2027 | Aurora, CO | – |
| CommerceNextCommerceNext | June 8–9, 2027 | New York, NY | – |
| Insurtech Insights USAInsurtech Insights | June 9–10, 2027 | New York, NY | 6,000+ attendees · 180+ exhibitors (2026) |
SAP Sapphire Orlando exhibitor questions
SAP Sapphire Orlando 2027 questions partners ask
When is SAP Sapphire Orlando 2027?
SAP Sapphire & ASUG Annual Conference Orlando runs May 24–26, 2027. The 2026 edition ran May 11–13, 2026, with ASUG pre-conference seminars on its first day, so the 2027 show comes about two weeks later in May.
Where is SAP Sapphire 2027 held?
Sapphire 2027 is in Orlando; the venue is not confirmed yet. ASUG listed the 2026 edition at the Orange County Convention Center, 9400 Universal Boulevard, and we plan freight and labor as soon as SAP names the 2027 hall.
How do partners get a booth at SAP Sapphire?
Through SAP's partner sponsorship program: a booth is part of a package rather than a per-square-foot rental. The 2027 packages and sizes are not published yet; Purple begins drawing as soon as you know what you have signed.
What were the SAP Sapphire 2026 show floor hours?
In 2026 the show floor opened Monday, May 11, 1–6 p.m., Tuesday, May 12, 7:30 a.m.–5 p.m., and Wednesday, May 13, 8 a.m.–4:30 p.m. The 2027 hours are not confirmed yet; we plan staffing once SAP posts them.
How much is a SAP Sapphire Orlando pass?
A 2026 standard pass was $2,399, $2,299 for ASUG members and $1,699 for the public sector. 2027 prices are not confirmed yet, and SAP's page asks visitors to sign up to hear when registration opens.
What is the ASUG Annual Conference?
It is the yearly conference of ASUG, Americas' SAP Users' Group, held together with SAP Sapphire in Orlando. In 2026 ASUG ran pre-conference seminars on Monday, May 11, on Cloud ERP, enterprise architecture, SAP BTP, Joule, application development and Business Data Cloud.
How much does a 20×20 booth at Sapphire cost to build?
A custom 20×20 island, designed, built, printed and installed, sits between $50,000 and $120,000; renting one costs $16,000 to $40,000. That is separate from SAP's partner package, and meeting rooms and LED walls move the figure most.
Can our staff set up the booth in Orlando?
Partly. Florida's right-to-work law lets full-time employees set up light displays with hand tools within the show's rules. Anything heavier is done by the show contractor's labor or by Purple as your EAC, directed by our project manager.
When should we start a Sapphire 2027 booth?
Start by March 2027, when design approval allows a 30 to 45 day build in Fishkill, kit orders at early rates and freight to Orlando in early May. Starting in April is possible with a rental frame.
Can we rent a booth for SAP Sapphire?
Yes, and many first-year partners do: a 10×20 rental dressed in your graphics runs $7,500 to $15,000, and a hybrid pairs a rental frame with custom demo counters. The graphics then carry over to SAP events later in the year.
Who exhibits at SAP Sapphire Orlando?
SAP partners and sponsors: systems integrators and consultancies, cloud providers and companies selling SAP add-on software. SAP has not published a public 2027 partner list.
Where should staff stay for SAP Sapphire 2027?
Inside SAP's block once it opens; no 2027 room block has been announced yet. For 2026, SAP's discounted rooms stopped on April 25, about two weeks before opening, so we book our project manager's room the day the 2027 block opens.
Can we reuse a Sapphire booth at other shows?
Yes. A modular Sapphire booth travels well to Gartner IT Symposium in Orlando each October and to Workday Rising or Dreamforce in September. We store it between events and reprint graphics for each audience.
Is SAP Sapphire Orlando worth it for a small SAP partner?
It can be, because the room is SAP customers already planning their next step. A first-year partner does well with a 10×20 that names one process and seats an architect, and the 2026 floor ran only two and a half days, so every hour of booth time counts.
Before you sign for SAP Sapphire Orlando
Five questions to ask any exhibit builder for SAP Sapphire Orlando:
- How will you route freight from New York to Orlando so crates reach the advance warehouse inside its window, with spare days for the drive?
- Can you file as our EAC in Florida and tell us which pieces our own staff may set up with hand tools?
- Will the booth be finished and rehearsed before a Monday afternoon floor opening like 2026's 1 p.m. start?
- Can you fit an architect station and a semi-closed CIO table inside our partner package footprint?
- Can the same kit travel to Gartner IT Symposium in Orlando in October with reprinted graphics?
What SAP Sapphire Orlando exhibitors ask us
SAP has not named the 2027 Orlando venue. Can we plan freight now? We can plan everything but the dock. The booth is drawn to your partner package, built in Fishkill and crated for the drive south; the advance warehouse and labor rules come from the exhibitor kit once SAP issues it, and we add spare days for the trip.
Our team is mostly consultants. What do we show without a product? Show the step you run. A roadmap wall that marks your phase, one process before and after, and a named reference client give a CIO more than a product screen would, and an architect at the counter answers the technical test.
Can our own people set up the booth in Florida? Partly. Florida is right-to-work, so your full-time employees may put up light pieces with hand tools within the show rules; heavier work goes to the official contractor's labor or to Purple filed as your EAC.
Get a proposal
Tell us about your SAP Sapphire Orlando booth
What happens next
- You get a reply within one business day, asking about your products, goals and footprint at SAP Sapphire Orlando.
- A concept rendering and a fixed proposal usually follow within a week. Each SAP Sapphire Orlando fee listed upfront and in full, on paper.
- Production runs 30–45 days, then we ship to the advance warehouse and install before the SAP Sapphire Orlando hall opens.