Software giant Adobe has made its first entry into tennis through a multi-year partnership with the Australian Open Grand Slam.
Under the deal with Tennis Australia, the company has been named the tournament's official AI marketing and creativity partner.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Through the tie-up, Tennis Australia will utilize Adobe CX Enterprise, an end-to-end platform for customer experience orchestration, to enhance fan experiences by delivering more personalised and connected interactions.
The Australian Open will become Adobe’s first tennis sponsorship globally.
Alan Sharvin, Tennis Australia chief technology officer, said: “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.”
With Adobe CX Enterprise, Australian Open attendees will be connected with relevant matches, dining options, and activities, based on their specific needs and interests.
Beyond the tournament itself, the expanded partnership will support Tennis Australia’s digital ecosystem and fan engagement plans.
The partnership will also support the governing body’s global growth strategy, enabling content and campaigns to be tailored for international audiences.
Duncan Egan, Adobe’s vice president of enterprise marketing in Asia Pacific and Japan, said: “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.”
The deal expands Adobe’s stable of sports partnerships and comes soon after it announced a similar deal with North American ice hockey's NHL.
In March, the major software firm renewed and expanded its long-running agreement with Major League Baseball. The company is also a sponsor of American football's NFL and English soccer's top-tier Premier League.
Adobe becomes the second new sponsor of the Australian Open this month after food delivery service DoorDash.
Earlier this year, luxury fashion brand Hugo Boss was brought in as the tournament’s official lifestyle outfitter.
