Adobe and MLB Expand Partnership to Enhance Digital Fan Experiences

Major League Baseball (MLB) and Adobe have announced a significant expansion of their long-standing partnership, aiming to revolutionize digital fan experiences through innovative technology and artificial intelligence. The multi-year extension will see Adobe providing solutions for MLB’s marketing, product and content departments, with Adobe also serving as the official presenting sponsor of MLB Opening Day in 2026, 2027, and 2028.

A Long-Term Collaboration

Adobe and MLB first partnered in 2009 , and this latest expansion builds upon previous collaborations, including a major partnership announced in 2021 . The renewed focus is on leveraging digital channels and AI tools to deepen fan engagement.

Enhancing Fan Engagement with AI

The expanded partnership will focus on utilizing AI-powered tools to create personalized and seamless experiences for baseball fans, whether they are at the ballpark, at home, or on the go. MLB will be able to scale on-brand marketing campaigns, accelerate asset production, and deepen fan engagement using Adobe solutions such as Adobe GenStudio for Performance Marketing, Adobe LLM Optimizer, Adobe Firefly Services and Custom Models, and Adobe Express .

Statements from League and Adobe Officials

“MLB fans everywhere want to perceive a part of the ballpark atmosphere from wherever they enjoy baseball – be it at home, on the go, or at the park itself,” said Uzma Rawn, MLB Chief Marketing Officer and Senior Vice President of Global Corporate Partnerships . “Adobe is a global leader in digital experiences and creativity, and this relationship provides us with the technology to better understand and deliver what our fans want and need digitally.”

Rachel Thornton, CMO Enterprise at Adobe, added: “MLB is innovating around fan engagement, embracing digital channels to enhance experiences inside and outside the ballpark . Our function with MLB is setting a benchmark for what it means to engage with fans in the era of AI, where Adobe solutions will drive the personalization of digital content and real-time offers that enhance the gameday experience, while empowering individual creativity.”

Adobe’s Broader Sports Partnerships

This partnership with MLB is part of Adobe’s growing involvement in the sports industry. Adobe also has partnerships with the National Football League (NFL), the English Premier League , and Spanish football club Real Madrid. Adobe is the title sponsor of England’s Women’s FA Cup until July 2026 .

2026 MLB Season Kickoff

The 2026 MLB season is scheduled to start on March 25, with a game between the Novel York Yankees and the San Francisco Giants .