Australian Open inks Adobe deal to boost fan engagement

The Australian Open and Adobe have agreed a multi-year partnership, with Adobe becoming the tournament's Official AI Marketing and Creativity Partner.

The deal is Adobe's first tennis sponsorship anywhere in the world.

Tennis Australia said the agreement is designed to reshape how fans engage with the tournament and the sport more broadly throughout the year. It plans to use Adobe's marketing, creative and customer experience products to tailor digital interactions for audiences in Australia and overseas.

The partnership extends beyond the two weeks of the Grand Slam. Tennis Australia aims to use it to build year-round engagement with fans, patrons and participants, while supporting its international expansion plans.

Cedric Cornelis, Chief Commercial Officer at Tennis Australia, said the arrangement aligns with the organisation's broader ambitions for audience growth in the region.

"As the Grand Slam of Asia-Pacific, the Australian Open provides a unique platform to connect with audiences across one of the world's most dynamic regions. The most exciting part is that we're using Adobe's technology to better leverage the Australian Open to drive year-round play and moments for tennis in Australia and across the region. We're proud that Adobe has chosen the Australian Open as its first tennis partnership globally," Cornelis said.

Fan engagement

A central part of the partnership is Tennis Australia's use of Adobe CX Enterprise, which it said will help connect data and digital systems across the event and its wider audience activity. The goal is to make interactions more relevant to individual users, including recommendations linked to matches, food and other activities during the tournament.

The approach is also intended to reduce the time spectators spend navigating screens on site. Instead, the system is designed to guide patrons to information and options that match their stated interests or needs.

Alan Sharvin, Chief Technology Officer at Tennis Australia, said the partnership would support that strategy.

"One of our core ambitions is to better understand our audiences and deliver more connected, relevant and personalised experiences at scale, whether you're a fan, a patron or a participant. Adobe is a key partner and enabler in helping us bring that ambition to life, connecting our data and digital capabilities to create more value from every interaction," Sharvin said.

For Adobe, the agreement provides a high-profile sports platform in the Asia-Pacific region and a new way to demonstrate its products to a global audience. The Australian Open is one of the most widely watched annual sporting events in the Southern Hemisphere, with audiences across broadcast, digital and in-person attendance.

Katrina Troughton, Vice President and Managing Director for Australia and New Zealand at Adobe, said the companies shared an interest in making the fan relationship more direct and tailored.

"With Adobe CX Enterprise, Tennis Australia can connect fans with the moments, content and experiences that matter most to them. At the same time, we're giving tennis fans access to AI-powered tools to unleash their creativity and share their love of the game. Together, we're helping shape the future of fan experiences both on and off the court," Troughton said.

Global plans

The organisations said the partnership will also be used to tailor content and campaigns for international audiences while preserving the Australian Open's brand identity. That reflects Tennis Australia's broader push to expand the event's reach beyond its domestic market and strengthen its position with fans across the Asia-Pacific region and further afield.

Adobe's regional marketing leadership also presented the deal as a way to show how artificial intelligence can be applied to large-scale fan engagement. The company has been integrating AI features across its software portfolio as technology groups compete for a larger role in marketing, media and customer interaction.

"The Australian Open is one of the world's most innovative and iconic sporting events, making it the ideal partner to showcase how AI can transform fan engagement at scale. We're excited to use this platform to reach millions of tennis fans around the world, deepen our connection with customers and communities, and demonstrate how we bring creativity, marketing and AI together to turn ideas into meaningful impact," Egan said.