Adobe has entered the tennis arena by establishing a multi-year partnership with the Australian Open Grand Slam, marking its first tennis sponsorship globally. Under the agreement with Tennis Australia, Adobe will serve as the tournament's official AI marketing and creativity partner.
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Through this collaboration, Tennis Australia plans to implement Adobe CX Enterprise, a comprehensive platform designed for customer experience orchestration, aimed at enhancing fan engagement by delivering personalized and connected interactions.
Alan Sharvin, chief technology officer of Tennis Australia, expressed the organization’s goal to better understand its audience and provide more relevant experiences for fans, patrons, and participants. He emphasized that Adobe is a crucial partner in achieving this vision by connecting data and digital capabilities to maximize engagement.
Utilizing Adobe CX Enterprise, attendees at the Australian Open will receive tailored information about matches, dining options, and activities based on their individual interests.
This partnership also aims to bolster Tennis Australia's digital ecosystem and enhance fan engagement initiatives, aligning with the organization's global growth strategy by allowing content and marketing campaigns to be customized for international audiences.
Duncan Egan, vice president of enterprise marketing at Adobe for Asia Pacific and Japan, pointed out that the Australian Open is among the world's most innovative sporting events and serves as an ideal platform to illustrate how AI can enhance fan engagement significantly.
The partnership follows Adobe's recent collaborations with other sports entities, including a similar deal with the NHL and a renewed agreement with Major League Baseball. Additionally, Adobe sponsors the NFL and the English Premier League.
The Australian Open recently welcomed another new sponsor this month, DoorDash, while luxury fashion brand Hugo Boss was named the tournament’s official lifestyle outfitter earlier this year.