Adobe (Nasdaq:ADBE) and Major League Baseball (MLB) are stepping up their multi-year partnership, aiming to redefine fan engagement with AI-powered digital experiences. As part of the expansion, Adobe will serve as the official Presenting Sponsor of MLB Opening Day in 2026, 2027, and 2028, while providing the league with advanced marketing, content, and creative solutions.

The partnership builds on MLB’s existing Adobe integrations, which have unified data and content across the league to deliver personalized, fan-centric experiences. Now, Adobe’s AI-driven tools will extend that capability, helping both the league and its clubs scale content, optimize campaigns, and empower fans to create their own digital expressions of baseball passion.

AI and Creativity at the Heart of Fan Engagement

MLB and Adobe aim to enhance the fan experience both inside and outside the ballpark. From home viewers to attendees at stadiums, fans will have AI-assisted tools to customize content, while the league gains the ability to personalize offers, campaigns, and communications in real time.

“Adobe is a global leader in digital experiences and creativity,” said Uzma Rawn, CMO and SVP, Global Corporate Partnerships, MLB. “This relationship provides us with the technology to better understand and deliver what our fans want and need digitally.”

Adobe echoes that sentiment: “Our work with MLB is setting a benchmark for engaging fans in the era of AI,” said Rachel Thornton, CMO Enterprise at Adobe. “We’re helping deliver personalized content and gameday experiences while empowering individual fan creativity.”

What the Expanded Partnership Delivers

1. Scaled Marketing Campaigns
Adobe GenStudio for Performance Marketing allows MLB to accelerate the planning, creation, activation, and measurement of campaigns. Teams can quickly generate multiple on-brand variations for different channels, keeping content relevant whether fans are at home or in the stadium.

2. Improved Brand Discoverability
With Adobe LLM Optimizer, MLB can ensure its content surfaces prominently in AI-driven search results, helping fans find tickets, stats, and experiences while maintaining brand visibility across digital platforms.

3. Faster Asset Production
Adobe Firefly Services and Custom Models help MLB meet the growing demand for personalized content, streamlining workflows from asset creation to resizing for multiple marketing channels. Generative AI enables teams to produce high-quality campaigns faster than ever.

4. Empowering Fan Creativity
Fans can leverage Adobe Express, paired with Firefly generative AI, to craft personalized posts, stories, and graphics in MLB team colors and logos. This brings a new level of engagement, allowing fans to participate in the digital fan ecosystem actively.

Setting a New Standard for Digital Fan Experiences

By combining AI-driven marketing tools, generative content services, and fan-facing creativity applications, Adobe and MLB aim to redefine how fans interact with the sport. The expanded partnership underscores a broader trend: sports leagues increasingly rely on personalization, real-time engagement, and fan-generated content to build loyalty and capture attention in a competitive digital landscape.

With Opening Day sponsorship through 2028, Adobe’s technology will be front and center as MLB blends the excitement of the ballpark with AI-enhanced digital experiences, providing fans and teams with tools to create, explore, and engage like never before.

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