Australian Open and Tennis Australia Announce Partnership with Adobe

Tennis Australia has secured a partnership with global technology leader Adobe, designating the firm as the Official AI Marketing and Creativity Partner of the Australian Open.

Representing Adobe’s first global tennis sponsorship, the alliance aims to transform fan engagement and digital operations by integrating advanced artificial intelligence, marketing technology, and creativity platforms across the grand slam event and its broader year-round grassroots initiatives.

Commenting on the partnership, Tennis Australia chief commercial officer, Cedric Cornelis, highlighted the unique global positioning of the tournament and the long-term vision behind the partnership.

“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.

Reinforcing the infrastructure underpinning the agreement, Tennis Australia chief technology officer, Alan Sharvin, noted the operational benefits of unifying disparate digital touchpoints.

“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.

From Adobe’s perspective, the partnership offers a high-visibility showcase for enterprise AI applications within elite sports entertainment.

Emphasising the dual focus on personalisation and fan empowerment, Adobe VP and managing director of Australia and New Zealand, Katrina Troughton, noted: “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.

The collaboration centers on deploying Adobe CX Enterprise, an end-to-end customer experience orchestration platform designed to streamline on-site navigation, optimise personalised content delivery, and reduce spectator screen fatigue during the tournament at Melbourne Park. Beyond the event window, the technology will support Tennis Australia’s objective to drive domestic participation and tailor marketing campaigns for complex international markets across the Asia-Pacific region.

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