Australian Open finds new partner in Adobe
Tennis Australia has announced a multi-year partnership with global technology company Adobe, which comes on board as the Official AI Marketing and Creativity Partner of the Australian Open.
The partnership will be Adobe’s first-ever tennis sponsorship. It will work with Tennis Australia to grow the sport in the country by bringing together “creativity, productivity, marketing and AI” to deliver personalised interactions for the fans during the Australian Open and also throughout the rest of the year.
Additionally, Adobe will support the Australian Open’s digital ecosystem and help grow fan engagement with the sport throughout the year. The two parties will also work on various initiatives and campaigns.
Cedric Cornelis, Chief Commercial Officer, Tennis Australia, commented:
“As the Grand Slam of Asia-Pacific, the Australian Open provides a unique platform to connect with audiences across one of the world’s most dynamic regions.
“The most exciting part is that we’re using Adobe’s technology to better leverage the Australian Open to drive year-round play and moments for tennis in Australia and across the region.
“We’re proud that Adobe has chosen the Australian Open as its first tennis partnership globally.”
Alan Sharvin, Chief Technology Officer, Tennis Australia, added:
“One of our core ambitions is to better understand our audiences and deliver more connected, relevant and personalised experiences at scale, whether you’re a fan, a patron or a participant. Adobe is a key partner and enabler in helping us bring that ambition to life, connecting our data and digital capabilities to create more value from every interaction.”
Katrina Troughton, Vice President and Managing Director of Australia and New Zealand, Adobe, added:
“With Adobe CX Enterprise, Tennis Australia can connect fans with the moments, content and experiences that matter most to them. At the same time, we’re giving tennis fans access to AI-powered tools to unleash their creativity and share their love of the game. Together, we’re helping shape the future of fan experiences both on and off the court.”
Duncan Egan, Vice President of Enterprise Marketing, Asia Pacific and Japan, Adobe, added:
“The Australian Open is one of the world’s most innovative and iconic sporting events, making it the ideal partner to showcase how AI can transform fan engagement at scale. We’re excited to use this platform to reach millions of tennis fans around the world, deepen our connection with customers and communities, and demonstrate how we bring creativity, marketing and AI together to turn ideas into meaningful impact.”
