Tennis Australia names Adobe AI marketing partner for Australian Open

The Australian Open and Tennis Australia have signed a multi-year partnership with Adobe as the tournament’s Official AI Marketing and Creativity Partner.

The deal, which is Adobe’s first tennis sponsorship globally, covers fan experience and growing the sport in Australia. Tennis Australia said it will use Adobe’s tools across creativity, productivity, marketing and AI to personalise fan interactions during the Australian Open and throughout the year.

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. 

“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 said.

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Alan Sharvin, Australian Open Chief Technology Officer, said it will help deliver enhanced experiences to help fans engage with tennis.

Sharvin said: "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."

Tennis Australia will use Adobe CX Enterprise, an end-to-end platform for customer experience orchestration, with the aim of getting attendees to spend less time on screens and more time at the event. Patrons will be connected with relevant matches, dining options and activities based on their needs and interests.

Beyond the tournament, the partnership will support the development of Tennis Australia’s digital ecosystem and how fans engage with tennis year-round. It will also support the organisation’s global growth plans, allowing content and campaigns to be tailored for international audiences while keeping the Australian Open brand.

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."

Duncan Egan, Adobe Vice President of Enterprise Marketing, Asia Pacific and Japan, said: “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.”

The partnership will be delivered in phases, with Adobe and Tennis Australia introducing initial changes while building the foundations for future fan experiences. Both organisations also said it reflects a commitment to shaping fan experiences across Asia-Pacific and encouraging people to pick up a racquet and play.