Tennis Australia Partners with Adobe to Enhance Fan Engagement Using AI and Marketing Tools

The partnership aims to enhance fan experiences and stimulate tennis growth across Australia by integrating creativity, productivity, and AI to foster more personalized interactions for millions of fans during the tournament and beyond.

Tennis Australia Chief Commercial Officer Cedric Cornelis stated that this partnership reflects a mutual vision to transform the way fans engage with the sport. He noted the Australian Open's unique position as the Grand Slam of Asia-Pacific, providing an opportunity to connect with audiences in a vibrant region. Cornelis expressed pride in Adobe choosing the Australian Open for its first tennis partnership worldwide.

Tennis Australia Chief Technology Officer Alan Sharvin emphasized that the collaboration will enable the organization to better understand audiences and deliver relevant experiences whether they are fans, patrons, or participants. He described Adobe as a critical partner in realizing this ambition by enhancing their data and digital capabilities.

Adobe CX Enterprise, an end-to-end customer experience platform, will play a central role in helping attendees enjoy the event while minimizing time spent on screens. Attendees will receive tailored connections to relevant matches, dining options, and activities suited to their interests.

Beyond the tournament, the partnership is poised to advance Tennis Australia’s digital ecosystem, enhancing how fans engage with tennis throughout the year. Adobe’s Vice President and Managing Director for Australia and New Zealand, Katrina Troughton, highlighted the shared vision to prioritize tennis fans in every interaction. She mentioned that Adobe CX Enterprise would connect fans with essential moments and experiences, while also giving them access to AI-powered tools for creative expression.

Duncan Egan, Adobe’s Vice President of Enterprise Marketing for Asia Pacific and Japan, noted that the Australian Open is an ideal venue to demonstrate how AI can revolutionize fan engagement. He expressed excitement about reaching millions of tennis fans globally through this partnership and showcasing how creativity, marketing, and AI can create significant impacts.

The collaboration will also aid in Tennis Australia’s global growth strategy, enabling tailored content and campaigns for international audiences while preserving the Australian Open's unique brand appeal. As a phased partnership, Adobe and Tennis Australia will introduce immediate innovations while laying the groundwork for future enhancements in fan experiences in the sport.

The partnership underscores the Australian Open's status as a leader in sport and entertainment and reflects a commitment to shaping fan experiences across Asia-Pacific, inspiring many to take up tennis.

The next Australian Open will take place from January 11 to 31, 2027, at Melbourne Park, supported by major partners including Kia, ANZ, Emirates, Luzhou Laojiao, and Rolex. Tickets are available through Ticketmaster, with more information at ausopen.com.