Tennis Australia has signed a multi-year partnership with Adobe as the official AI marketing and creativity partner. The Australian Open will become Adobe’s first tennis sponsorship globally marking a significant milestone for both organisations.
The partnership, which Tennis Australia said “will shape the next generation of fan experiences”, helps grow tennis across Australia by combining creativity, productivity, marketing and AI to deliver more personalised and connected interactions for millions of fans 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,” 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.”
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.
With Adobe CX Enterprise — an end-to-end platform for customer experience orchestration – Tennis Australia aims to help attendees of the Australian Open spend less time on screens, and more time enjoying the event itself. Patrons will be connected with relevant matches, dining options and activities, based on their specific needs and interests.
Beyond the tournament itself, the expanded partnership will support the continued evolution of the organisation’s digital ecosystem and help enhance 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.
Adobe VP of enterprise marketing across Asia Pacific and Japan Duncan Egan 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 also support Tennis Australia’s continued global growth ambitions, enabling content and campaigns to be tailored for international audiences while maintaining the distinctive Australian Open brand that connects with fans around the world.
As a phased, multi-year partnership, Adobe and Tennis Australia will deliver immediate innovations while building the foundations for the next generation of fan experiences across the sport.
The partnership reinforces the Australian Open’s position as a global leader in sport and entertainment. It also reflects both organisations’ commitment to shaping the future of fan experiences across Asia-Pacific, as well as inspiring everyone to pick up a racquet and play.
