Adobe Partners with Australian Open as Official AI Marketing and Creative Partner

The partnership is expected to reshape fan experiences, improving tennis outreach across Australia by integrating creativity, productivity, marketing, and AI. This initiative aims to foster personalized and connected interactions for millions of fans during the tournament and throughout the year.

Cedric Cornelis, Tennis Australia’s chief commercial officer, highlighted the mutual goal of redefining fan engagement in sports. He noted that as the Grand Slam event for the Asia-Pacific region, the Australian Open serves as an ideal platform for connecting with diverse audiences. Cornelis expressed excitement about leveraging Adobe’s technology to promote tennis activities year-round in Australia and beyond.

Alan Sharvin, Tennis Australia’s chief technology officer, emphasized that the partnership will enhance how fans interact with the sport. He stated the ambition to better understand audiences and provide more relevant, personalized experiences for fans, patrons, and participants. Sharvin regards Adobe as a critical partner in achieving this goal by linking data and digital capabilities to increase the value of every interaction.

Using Adobe CX Enterprise, an end-to-end customer experience orchestration platform, Tennis Australia aims to reduce attendees' screen time, allowing them to enjoy the tournament experience more fully. The platform will connect patrons with matches, dining options, and activities tailored to their preferences.

The partnership goes beyond the tournament itself; it will facilitate ongoing developments in Tennis Australia’s digital ecosystem, enhancing fan engagement opportunities throughout the year. Katrina Troughton, Adobe’s vice president and managing director for Australia and New Zealand, remarked that both organizations share a vision of prioritizing tennis fans in every interaction. She stressed that Adobe CX Enterprise would help connect fans with meaningful moments and experiences related to the sport while providing AI-powered tools to express their creativity.

Duncan Egan, Adobe's VP of enterprise marketing for Asia Pacific and Japan, noted the Australian Open's status as an innovative sporting event, making it an ideal partner to showcase how AI can enhance fan engagement. He expressed enthusiasm about reaching millions of tennis fans globally and demonstrating the synergy of creativity, marketing, and AI.

The partnership also supports Tennis Australia’s ambition for global growth, allowing for tailored content and campaigns for international audiences while preserving the unique Australian Open brand.

As a phased initiative, Adobe and Tennis Australia plan to deliver immediate innovations while laying the groundwork for future enhancements in fan experiences within the sport. This collaboration reinforces the Australian Open's status as a leader in global sports and entertainment, reflecting both organizations’ dedication to evolving fan experiences across the Asia-Pacific region and encouraging more people to engage with tennis.