Adobe Partners with Australian Open for Multi-Year Sponsorship

This marks Adobe's inaugural tennis sponsorship worldwide, integrating AI, marketing, and customer experience technologies to engage fans with relevant content, matches, and activities during the Australian Open and subsequently.

Using Adobe CX Enterprise, a comprehensive platform for managing customer experiences, Tennis Australia plans to offer tailored experiences for attendees. This initiative helps fans connect with matches, dining options, and activities aligned with their interests, allowing them to make the most of the event.

The partnership supports Tennis Australia's broader digital strategy, enhancing its understanding of audiences and providing connected experiences for fans, attendees, and tennis participants.

Cedric Cornelis, Chief Commercial Officer at Tennis Australia, stated that the Australian Open offers a unique opportunity to engage audiences in the dynamic Asia-Pacific region. He emphasized that Adobe's technology will be instrumental in promoting tennis throughout the year in Australia and beyond.

Alan Sharvin, Chief Technology Officer at Tennis Australia, noted that this partnership would enable the organization to deliver more relevant experiences at scale to fans and participants alike.

Katrina Troughton, Vice President and Managing Director of Australia and New Zealand at Adobe, highlighted that Adobe CX Enterprise would help Tennis Australia connect fans to the experiences they value most, while also providing AI-powered tools for creativity.

Duncan Egan, Vice President of Enterprise Marketing for Asia Pacific and Japan at Adobe, expressed excitement about using the Australian Open as a platform to showcase AI's role in enhancing fan engagement.

This phased, multi-year partnership aims to implement immediate improvements and advance fan experiences in tennis, reinforcing the Australian Open's status as a global sporting and entertainment event while inspiring broader interest in the sport.