Major League Baseball (MLB) has announced a renewal and expansion of its long-running partnership with software giant Adobe ahead of the new season.
Through the multi-year extension, Adobe will work on digital fan experiences, providing solutions for MLB’s marketing, product, and content departments.
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As part of the expanded partnership, Adobe is also the official presenting sponsor of MLB opening day in 2026, 2027, and 2028.
The tie-up will focus on fan engagement across digital channels, utilizing AI tools. This builds on MLB’s existing investments in Adobe’s enterprise offerings, which have enabled the league to bring together data and content across its organization to enhance fan experiences.
Adobe is one of MLB’s oldest partners, having first teamed up with the league in 2009. The most recent extension of the tie-up came in 2021.
Uzma Rawn, MLB chief marketing officer and senior vice president of global corporate partnerships, said: “MLB fans everywhere want to feel a part of the ballpark atmosphere from wherever they enjoy baseball – be it at home, on the go, or at the park itself.
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By GlobalData“Adobe is a global leader in digital experiences and creativity, and this relationship provides us with the technology to better understand and deliver what our fans want and need digitally.”
Using various Adobe tools, the expanded partnership will enable MLB to scale on-brand MLB marketing campaigns, boost brand discoverability, accelerate asset production through trained AI models, and deepen fan engagement.
The different Adobe solutions available to MLB include Adobe GenStudio for Performance Marketing, Adobe LLM Optimizer, Adobe Firefly Services and Custom Models, and Adobe Express.
Rachel Thornton, CMO Enterprise at Adobe, added: “MLB is innovating around fan engagement, embracing digital channels to enhance experiences inside and outside the ballpark.
“Our work with MLB is setting a benchmark for what it means to engage with fans in the era of AI, where Adobe solutions will drive the personalization of digital content and real-time offers that enhance the gameday experience, while empowering individual creativity.”
Adobe has partnerships with several major sports properties, including American football’s NFL, English soccer’s top-flight Premier League (announced in 2025), and Spanish giants Real Madrid.
The tech company is also the title sponsor of England’s Women’s FA Cup club competition until July 2026.
The 2026 MLB season will begin on March 25, with the New York Yankees facing the San Francisco Giants on opening day.
