The Australian Open has entered a multi-year partnership with Adobe aimed at improving fan engagement through artificial intelligence, personalized marketing, and digital innovation. Under this agreement, Adobe becomes the tournament’s official AI marketing and creativity partner, marking its first venture into global tennis sponsorship.
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The collaboration with Tennis Australia will focus on enhancing connected and personalized experiences for fans, both at Melbourne Park and beyond the tournament. By integrating Adobe’s customer experience technology with Tennis Australia’s digital capabilities, the partnership seeks to deepen audience engagement and promote year-round participation in tennis.
A key element of the partnership is Adobe CX Enterprise, which will assist Tennis Australia in understanding audience preferences to deliver more relevant interactions. This initiative aims to help spectators discover matches, dining options, and entertainment while facilitating more tailored digital communications across different markets.
Furthermore, the partnership will explore AI-driven creative tools that allow fans to share their enthusiasm for tennis through digital content, fostering a connection with the Australian Open beyond the live event.
Cedric Cornelis, Chief Commercial Officer of Tennis Australia, emphasized the unique opportunity to engage audiences across the Asia-Pacific region. He noted that leveraging Adobe’s technology will help drive year-round participation and experiences for tennis in Australia and surrounding areas.
Alan Sharvin, Chief Technology Officer of Tennis Australia, stated that a core ambition is to gain a better understanding of audiences and provide connected, relevant, and personalized experiences. He highlighted Adobe’s role as a key partner in realizing this ambition by integrating data and digital capabilities for enhanced audience interaction.
This agreement underscores the increasing importance of technology in sports partnerships, as rights holders seek to cultivate deeper, data-driven relationships with their audiences. For the Australian Open, this collaboration not only expands fan engagement throughout the year but also offers Adobe a global platform to showcase its AI, marketing, and creative technology.