The acquisition comes three months after SAP instated two co-CEOs, Bill McDermott and Jim Hagemann Snabe, and is part of the duo's new strategy for the company.
Jim Dever, head of media relations for the Americas for SAP, said the acquisition is "part of their vision for introducing their leadership for SAP as a bolder, more innovative growth company."
Burson will work as an "integrated extension of our global communications team," Dever added, and the communications around the acquisition will be to "convey the value of the deal for customers and partners of both companies, as well for investors." SAP is taking the lead when it comes to PR and communications.
PR and communications will play a major role in this acquisition and SAP's plans going forward, Dever said, as the co-CEOs re-positioned the communications team to report directly to them.
Sybase's PR AOR is Bite Communications, said Sybase's VP of marketing Mark Wilson, who was unable to comment further on the acquisition and communications. Burson also declined to comment on their work for the acquisition.