Tennis Australia has partnered with Adobe to enhance fan experiences at the Australian Open and increase audience engagement throughout the year. Under the agreement, Adobe will become the tournament’s AI and creative marketing partner.
The Australian Open is expanding its use of technology to improve how fans interact with the tournament. Tennis Australia, the event’s organiser, has signed an agreement with Adobe to introduce AI-powered marketing and personalisation capabilities.
The partnership will use Adobe CX Enterprise to better understand audience interactions with matches, content and event services during the Grand Slam and throughout the year. The platform is intended to help Tennis Australia deliver more personalised experiences based on fans’ interests.
The initiative aims to make it easier for spectators to find relevant information about matches, food options and activities across the tournament venue. By connecting fans with services and experiences suited to their preferences, the system is also designed to reduce the time spent searching for information on mobile devices and improve the use of event infrastructure.
Focus on year-round fan engagement
Tennis Australia chief commercial officer Cedric Cornelis said the partnership would help the organisation connect with audiences across Australia and the wider region, extending tennis engagement beyond the tournament itself.
Tennis Australia chief technology officer Alan Sharvin said understanding audiences more effectively and delivering connected, relevant and personalised experiences at scale were key priorities. He added that Adobe would help bring together data and digital resources to create greater value from each interaction.
The agreement also includes campaigns targeting international audiences, with the aim of expanding the Australian Open’s global brand awareness. The broader strategy is designed to strengthen the tournament’s relationship with fans throughout the year rather than concentrating engagement solely around the event.
Adobe expands its presence in sports
The agreement marks Adobe’s first global sponsorship deal in tennis. The technology company has been expanding its presence in sport by bringing its AI, digital content creation and marketing tools to sports organisations.
Its partnerships in the sector include collaborations involving the Premier League and Brazilian football club Palmeiras. Through the Australian Open agreement, Adobe will have another platform to showcase its technology to a global sports audience while supporting the digital transformation of fan experiences.