Considered America’s pastime, baseball has always been a game of tradition — defined by 150 years of history, cultural influence and a deep connection between fans and the sport.

But the way fans experience baseball has changed dramatically.

Today’s fans move seamlessly between physical and digital worlds, experiencing the game in stadiums and on screens, often both at once. They don’t just watch baseball, they consume it — streaming games, scrolling through highlights on social media, tracking statistics in real time and creating content about their fantasy teams and favourite players.

Major League Baseball (MLB) has consistently embraced innovation to meet these expectations. Now, through an expanded multi-year partnership with Adobe, the league is advancing the next generation of digital fan experiences.

The expanded partnership builds on MLB’s existing investments in Adobe’s enterprise offerings and positions Adobe as the Presenting Sponsor of MLB Opening Day for the next three seasons. Together, MLB and Adobe will equip both the league and its fans with creative tools that scale personalised engagement across digital channels.

“MLB fans everywhere want to feel a part of the ballpark atmosphere from wherever they enjoy baseball — be it at home, on the go or at the park,” said Uzma Rawn, Chief Marketing Officer and Senior Vice President, Global Corporate Partnerships at MLB. “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.”

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Fuelling fan engagement wherever the game is played—and shared.

The expanded partnership strengthens MLB’s ability to deliver personalised experiences while empowering creativity across its ecosystem.

MLB is deepening its integration with Adobe Experience Platform applications to unify fan data across channels and optimise marketing spend through richer, real-time insights. Today, the league empowers all 30 MLB Clubs with these capabilities to make a smarter, in-the-moment decisions and deliver more relevant, context-aware fan interactions. With real-time decisioning in place, teams move beyond standard personalisation to power experiences like in-venue messages and offers triggered by on-field moments—like a discount when a fan's favourite player hits a home run.

With Adobe GenStudio for Performance Marketing, MLB’s marketing teams can now streamline the planning, creation, management, activation and measurement of campaigns. The end-to-end content supply chain solution enables teams to quickly create, publish and optimise high-quality, on-brand assets tailored to different audiences and digital channels — whether fans are watching from home or attending games in person.

To enhance discoverability in an AI-driven search landscape, MLB can also leverage Adobe LLM Optimizer. This brand visibility solution allows the league to monitor how its content appears across LLMs and dynamic interfaces and make immediate adjustments to strengthen presence and engagement. As fans search for tickets, statistics or MLB-themed experiences, the league can ensure that it remains visible and relevant.

Meeting the growing demand for personalised content requires speed and scale. Through Adobe Firefly Services and Custom Models, MLB marketing teams can leverage generative APIs and services to accelerate asset production. These tools streamline workflows — from generating customised content in MLB's iconic brand style to resizing assets for different marketing channels — shortening campaign launch timelines while maintaining creative consistency.

The partnership also extends directly to fans. MLB fans can create and personalise digital content using authentic MLB designs and GenAI capabilities powered by Adobe Firefly within Adobe Express. Fans can easily customise social posts, graphics and stories featuring team colours and logos. MLB and Adobe will also introduce new ways for fans to engage directly through integrated Adobe Express tools across MLB channels.

A shared vision for innovation.

Operating in the fiercely competitive sports and entertainment industry, MLB serves a fan base that's larger and more complex than ever before. Whether purchasing tickets, using the MLB App, engaging the team content or attending games live, fans expect convenience and connection at every step of their journey. Providing that level of engagement at scale requires more than creative story telling — it requires real-time intelligence. Adobe capabilities make possible that.

By simplifying segmentation, activation and content workflows, teams can build audiences, launch campaigns and create experiences more quickly and precisely than ever — freeing marketers to focus on strategy, creativity and fan experience innovation.

“MLB is innovating around fan engagement, embracing digital channels to enhance experiences inside and outside the ballpark,” said Rachel Thornton, CMO Enterprise at Adobe. “Our work 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 personalisation of digital content and real-time offers that enhance the gameday experience, while empowering individual creativity.”

MLB’s evolution reflects a broader shift occurring across sports and entertainment.

Fan engagement is becoming more data-driven, personalised and immersive. Organisations are increasingly blending creativity, AI and actionable insights to build experiences that adapt to audience expectations — creating deeper connections while navigating growing complexity.

For MLB and Adobe, the goal is the same — to create personalised, engaging experiences that bring fans closer to the game.

Discover how Adobe helps brands turn fan moments into unforgettable experiences here.

Marissa Dacay is Global Vice President of Enterprise Marketing at Adobe, a leader who turns big ambition into measurable impact.

Marissa leads enterprise field marketing and global campaign execution with a distinctive blend of creative instinct, data-driven discipline and fearless innovation. She's relentlessly focused on what works - and why. Her approach fuses data intelligence with bold storytelling driving enterprise marketing strategies that consistently outperform. She leads with both edge and empathy, challenging her teams to think bigger, execute smarter and raise the bar every time. Marissa isn't just driving results; she's cultivating the next generation of bold marketing leaders along the way.

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