MLB & Adobe Team Up to Revolutionize Fan Experience with AI

Major League Baseball (MLB) is deepening its collaboration with Adobe, integrating artificial intelligence to deliver more personalized and engaging experiences for fans. The expanded partnership, announced Tuesday, March 10, 2026, positions Adobe as the Presenting Sponsor of MLB Opening Day for the next three seasons.

A New Era of Fan Engagement

The partnership builds on MLB’s existing investments in Adobe’s enterprise offerings and will equip both the league and its fans with creative tools powered by AI. MLB aims to enhance how fans consume baseball, recognizing that today’s supporters move seamlessly between physical and digital worlds, experiencing the game in stadiums and on screens, often both at once.

Fans will be able to stream games, scroll through highlights on social media, track statistics in real time and creating content about their fantasy teams and favorite players. The collaboration will focus on scaling personalized engagement across digital channels.

Adobe’s Role: Powering Creativity and Personalization

Adobe will provide MLB with tools like GenStudio and Adobe Firefly to streamline marketing campaigns and accelerate the creation of digital assets. Millions of fans will likewise gain access to Adobe Express, enabling them to create personalized social media content featuring official MLB designs and team colors.

According to Uzma Rawn, Chief Marketing Officer and Senior Vice President, Global Corporate Partnerships at MLB, 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. She added, 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 necessitate digitally.”

Fueling Fan Engagement

The expanded partnership strengthens MLB’s ability to deliver personalized experiences while empowering creativity across its ecosystem. This collaboration is expected to redefine fan engagement across digital channels.

FAQ

• What is the main goal of the MLB-Adobe partnership? To enhance fan engagement through personalized digital experiences powered by AI.
• What tools will Adobe provide to MLB? GenStudio, Adobe Firefly, and Adobe Express.
• How long will Adobe be the Presenting Sponsor of MLB Opening Day? For the next three seasons (2026-2028).

This collaboration signifies a commitment to leveraging technology to enhance the baseball experience for fans everywhere.