Tennis Australia Partners with Adobe as Official AI Marketing Partner for Australian Open

The collaboration seeks to enhance fan engagement and improve digital operations through the integration of artificial intelligence, marketing technology, and creative platforms at this prestigious event, as well as across its year-round grassroots initiatives.

Cedric Cornelis, Tennis Australia’s chief commercial officer, emphasized the tournament's unique global positioning and the long-term vision behind the partnership. He stated, "As the Grand Slam of Asia-Pacific, the Australian Open provides a unique platform to connect with audiences across one of the world’s most dynamic regions. The most exciting part is that we’re using Adobe’s technology to better leverage the Australian Open to drive year-round play and moments for tennis in Australia and across the region. We’re proud that Adobe has chosen the Australian Open as its first tennis partnership globally."

Alan Sharvin, chief technology officer of Tennis Australia, highlighted the operational advantages of integrating various digital touchpoints. He noted, "One of our core ambitions is to better understand our audiences and deliver more connected, relevant and personalised experiences at scale, whether you’re a fan, a patron or a participant. Adobe is a key partner and enabler in helping us bring that ambition to life, connecting our data and digital capabilities to create more value from every interaction."

From Adobe's perspective, the partnership serves as a prominent platform to showcase enterprise AI applications in elite sports entertainment. Katrina Troughton, Adobe's VP and managing director for Australia and New Zealand, mentioned the dual goals of personalization and fan empowerment. She stated, "With Adobe CX Enterprise, Tennis Australia can connect fans with the moments, content, and experiences that matter most to them. At the same time, we’re giving tennis fans access to AI-powered tools to unleash their creativity and share their love of the game. Together, we’re helping shape the future of fan experiences both on and off the court."

The partnership focuses on deploying Adobe CX Enterprise, which is designed to streamline on-site navigation, optimize personalized content delivery, and reduce spectator screen fatigue during the tournament at Melbourne Park. Moreover, the technology will assist Tennis Australia in its efforts to promote domestic participation and tailor marketing campaigns for complex international markets throughout the Asia-Pacific region.