Australia – Tennis Australia will use Adobe CX Enterprise, an end-to-end platform for customer experience orchestration, to deliver more personalised and connected experiences for Australian Open fans, the organisations announced.
The rollout forms part of a multi-year partnership that names Adobe the Australian Open’s Official AI Marketing and Creativity Partner. It is Adobe’s first tennis sponsorship globally, according to the two organisations.
At the tournament, Tennis Australia says the platform aims to help attendees spend less time on screens and more time enjoying the event. Patrons will be connected with relevant matches, dining options and activities based on their specific needs and interests.
Beyond the event itself, the organisations say the platform will support the continued evolution of Tennis Australia’s digital ecosystem. They add that it will combine creativity, productivity, marketing and AI to improve how fans engage with tennis year-round.
Adobe Vice President and Managing Director of Australia and New Zealand Katrina Troughton said the partnership brings together two organisations united by a vision to put tennis fans at the centre of every interaction.
“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,” Troughton said.
On the other note, Tennis Australia Chief Technology Officer Alan Sharvin said the partnership will help deliver enhanced experiences to help fans engage with tennis.
“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,” Sharvin said.
Meanwhile, Adobe Vice President of Enterprise Marketing, Asia Pacific and Japan Duncan Egan also commented on the tournament’s role in the deal.
“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,” Egan said.
Also, Tennis Australia Chief Commercial Officer Cedric Cornelis said the partnership reflected a shared ambition to redefine how fans engage with sport.
“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.” Cornelis said.
“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,” Cornelis added.
The partnership will also support Tennis Australia’s global growth ambitions, according to the organisations. It will enable content and campaigns to be tailored for international audiences while retaining the distinctive Australian Open brand.
As a phased, multi-year arrangement, Adobe and Tennis Australia say they will deliver immediate innovations while building the foundations for the next generation of fan experiences across the sport.
