Adobe and Major League Baseball (MLB) have announced an expansion of their multi-year partnership aimed at transforming how fans engage with the sport across digital platforms. The collaboration will introduce new AI-powered tools and marketing technologies designed to deliver more personalized and interactive experiences for baseball fans worldwide.
Under the expanded agreement, Adobe will provide its digital experience and creative technology solutions to MLB’s marketing, product, and content teams. These tools will help the league scale personalized fan engagement, improve digital content production, and enhance how fans interact with the game across online and mobile channels.
As part of the partnership, Adobe will also serve as the official Presenting Sponsor of MLB Opening Day for the 2026, 2027, and 2028 seasons, further strengthening the collaboration between the technology company and the professional sports league.
The initiative aims to bring together MLB’s existing digital infrastructure with Adobe’s AI-driven marketing and content tools. By integrating customer data, creative assets, and real-time analytics, the league will be able to deliver tailored experiences to fans whether they are watching games at home, following updates on mobile devices, or attending games in stadiums.
“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 Senior Vice President of Global Corporate Partnerships at 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.”
One major component of the partnership is the use of Adobe GenStudio for Performance Marketing, an end-to-end content supply chain platform that allows MLB’s marketing teams to plan, create, manage, and measure campaigns more efficiently. The technology will enable teams to produce multiple variations of marketing content tailored to different audiences and digital channels.
The partnership also includes Adobe LLM Optimizer, a tool designed to improve how MLB content appears in AI-driven search environments. This technology helps organizations understand how their brand is represented in AI-generated search results and optimize their content to improve visibility and discoverability.
To support the growing demand for personalized digital content, MLB will also leverage Adobe Firefly Services and Custom Models. These generative AI tools allow marketing teams to create and adapt visual assets more quickly while maintaining consistent brand identity across campaigns and platforms.
Beyond league operations, the partnership also focuses on empowering fans themselves to create and share digital content. Through Adobe Express, fans will be able to generate custom graphics, social media posts, and digital artwork using official MLB design elements such as team colors and logos.
“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.”
The expanded collaboration reflects a broader trend in professional sports, where leagues are investing heavily in AI-driven personalization and digital fan engagement technologies to deepen connections with audiences and grow global fan communities.
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