The partnership will redefine fan engagement across digital channels, equipping millions of baseball fans with creativity tools powered by AI to express their passion for the sport.
Adobe, the technology company that develops tools and platforms for creativity, productivity, and customer experiences, and Major League Baseball (MLB), North America’s professional sports league, have announced a major expansion of their multi-year partnership.
To drive the next generation of digital fan experiences, Adobe is providing solutions for MLB’s marketing, product and content departments to further innovate and showcase the National Pastime.
As part of the expanded partnership, Adobe is also the official Presenting Sponsor of MLB Opening Day in 2026, 2027 and 2028.
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The partnership will redefine fan engagement across digital channels, equipping millions of baseball fans with creativity tools powered by AI to express their passion for the sport, while enabling the league and its clubs to scale personalised experiences across audiences.
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 organisation, creating a foundation to deliver fan experiences that are engaging and relevant.
“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,” said Uzma Rawn, Chief Marketing Officer and SVP, Global Corporate Partnerships, MLB.
“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.”
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“MLB is innovating around fan engagement, embracing digital channels to enhance experiences inside and outside the ballpark,” said Rachel Thornton, CMO Enterprise at Adobe.
“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 personalisation of digital content and real-time offers that enhance the gameday experience, while empowering individual creativity.”
The expanded Adobe partnership will enable MLB to:
- Scale on-brand MLB marketing campaigns:
Adobe GenStudio for Performance Marketing—an end-to-end content supply chain solution to optimise the process of planning, creating, managing, activating and measuring content—will enable MLB’s marketing teams to accelerate the delivery of high-quality, personalised campaigns.
MLB marketing teams can easily create distinct variations of on-brand content to tailor the fan experience across any digital channel, whether a fan is watching their favourite team from home or at an exciting game in their city.
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- Boost brand discoverability:
Adobe LLM Optimiser, a brand visibility solution, will enable MLB to enhance its presence across dynamic interfaces, which consumers have embraced to engage brands.
MLB will be able to see how its content is surfaced in AI-driven search results and make instant changes to improve discoverability across audiences. This ensures the league remains top-of-mind for current and new fans, as individuals search for tickets and the latest stats, or engage with MLB-themed experiences.
- Accelerate asset production through trained AI models:
With Adobe Firefly Services and Custom Models, MLB’s marketing teams can leverage a collection of creative and generative APIs and services to meet the skyrocketing demand for personalised content.
This will shorten the time it takes for MLB to launch campaigns and engage new audiences, activating Adobe solutions to streamline workflows from creating customised content in MLB’s iconic brand style to resizing assets for different marketing channels.
- Deepen fan engagement:
Adobe Express, the quick and easy make-anything app, will enable MLB fans to create standout digital content and showcase their love for the game. Express will equip fans with authentic MLB designs and generative AI capabilities via Firefly, making it simple to personalise social media posts, stories and graphics that feature team colours and logos.
As part of the expanded partnership, MLB and Adobe will also introduce new ways for fans to engage directly on MLB channels via integrated Adobe Express tools.
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