Australian Open Names Adobe AI Marketing and Creativity Partner
Adobe’s first global tennis sponsorship pairs a multiyear Australian Open deal with personalized match, dining and activity recommendations.
A multiyear agreement combines Adobe’s first global tennis sponsorship with plans for personalized fan experiences.
Tennis Australia and the Australian Open named Adobe the Official AI Marketing and Creativity Partner on Oct. 12, signing a multiyear agreement that marks Adobe’s first tennis sponsorship worldwide.
Tennis Australia plans to use Adobe CX Enterprise to connect tournament attendees with matches, dining options and activities suited to their interests. The stated aim is to help patrons spend less time navigating screens and more time enjoying the event.
“We’re proud that Adobe has chosen the Australian Open as its first tennis partnership globally.” — Cedric Cornelis, Chief Commercial Officer, Tennis Australia
The partnership also covers year-round engagement with tennis and campaigns tailored for international audiences. Adobe said fans will gain access to AI-powered creative tools, but the announcement did not identify specific applications or availability dates.
The organizations described a phased rollout combining near-term innovations with longer-term development. They did not disclose financial terms, the exact contract length, or a detailed implementation timetable.
