Tennis Australia has announced a multi-year partnership with Adobe, designating the latter as the tournament’s Official AI Marketing and Creativity Partner. This collaboration marks Adobe's first foray into tennis sponsorship worldwide and aims to enhance fan experiences while promoting the sport in Australia.
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Tennis Australia intends to utilize Adobe’s tools in creativity, productivity, marketing, and AI to tailor interactions with fans during the Australian Open and beyond. Cedric Cornelis, the Chief Commercial Officer of Tennis Australia, noted that this partnership reflects a shared goal to transform how fans connect with the sport. He emphasized that the Australian Open serves as a unique platform for engaging diverse audiences in the Asia-Pacific region.
Cornelis expressed pride in Adobe's choice to partner with the Australian Open, highlighting that the technology will facilitate year-round tennis engagement across Australia and the region. Alan Sharvin, the Chief Technology Officer of the Australian Open, added that the partnership will enhance the experience for fans, allowing for a better understanding of audience needs and preferences.
The partnership will implement Adobe CX Enterprise, a comprehensive platform designed for customer experience orchestration. This initiative aims to minimize the time attendees spend on screens while providing relevant information about matches, dining, and activities tailored to their interests.
In addition to improving the tournament experience, the partnership supports the expansion of Tennis Australia’s digital ecosystem, enhancing year-round fan engagement. It will also enable the organization to tailor content and marketing campaigns for international audiences while maintaining the integrity of the Australian Open brand.
Katrina Troughton, Adobe’s Vice President and Managing Director for Australia and New Zealand, stated that the partnership focuses on placing tennis fans at the heart of every interaction. She highlighted that Adobe CX Enterprise will help connect fans with meaningful content and experiences and provide them with AI-powered tools to engage creatively with the sport.
Duncan Egan, Adobe's Vice President of Enterprise Marketing for Asia Pacific and Japan, remarked that the Australian Open is a leading and innovative sporting event, making it an ideal setting for demonstrating how AI can enhance fan engagement on a large scale. He expressed enthusiasm for the potential to reach millions of tennis fans and enrich community connections through this partnership.
The partnership will unfold in phases, with initial changes being implemented to create enhanced fan experiences. Both organizations committed to shaping fan interactions throughout the Asia-Pacific region and promoting tennis participation.