My guess from looking at the site and the use of the SDN Logo - that they are not offical associated with SAP or SDN. It looks to me like they are "borrowing" the SDN Logo (probably without permission).
It looks like the site is using the Google CO-OP feature (http://www.google.com/coop/) to build a custom search engine. I'm not sure what their motivation is to ask for contributors, but I can guess what the motivation of the site overall is:
Harness the power of Google search technology to create a free Custom Search Engine that reflects your knowledge and interests - <b>and make money from the resulting traffic</b>.
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