Major Partnership Expansion Announced

Adobe and Major League Baseball (MLB) have announced a major expansion of their multi-year partnership, designed to revolutionize the digital experience for baseball fans. Adobe will provide industry-leading solutions for MLB’s marketing, product, and content departments, fostering innovation and showcasing the sport.

A key component of this expanded collaboration is Adobe’s role as the official Presenting Sponsor of MLB Opening Day in 2026, 2027, and 2028.

Redefining Fan Engagement with AI

The partnership aims to redefine fan engagement across digital channels. Millions of baseball fans will gain access to AI-powered creative tools, empowering them to express their passion for the sport. Simultaneously, the league and its clubs will be equipped to scale personalized experiences for diverse audiences.

This builds upon MLB’s existing investments in Adobe’s enterprise offerings, which have already enabled the league to unify data and content, creating a strong foundation for engaging and relevant fan experiences.

Key Technologies Driving the Change

• Adobe GenStudio for Performance Marketing: This solution streamlines content creation, management, and activation, allowing MLB marketing teams to deliver high-quality, personalized campaigns more efficiently.
• Adobe LLM Optimizer: This brand visibility solution will help MLB strengthen its presence on AI-driven search interfaces.
• Adobe Firefly Services and Custom Models: These provide access to creative and generative APIs, meeting the growing demand for personalized content.
• Adobe Express: This intuitive content creation app will enable fans to create digital content and showcase their support for the game.

Streamlining Marketing and Content Creation

The expanded partnership will enable MLB to scale brand-aligned marketing campaigns more efficiently. According to Uzma Rawn, Chief Marketing Officer and Senior Vice President, Global Corporate Partnerships, 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 itself. Adobe’s technology will help deliver that experience.

MLB will be able to understand how its content appears in AI-driven search results and build instant adjustments to improve discoverability. This ensures the league remains visible to current and new fans searching for tickets, stats, or related content.

New Fan Interaction Tools

MLB and Adobe will introduce new ways for fans to interact directly on MLB channels through integrated Adobe Express tools.