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 favorite 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 personalized 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.”
Fueling fan engagement wherever the game is played—and shared.
The expanded partnership strengthens MLB’s ability to deliver personalized experiences while empowering creativity across its ecosystem.
MLB is deepening its integration with Adobe Experience Platform applications to unify fan data across channels and optimize marketing spend through ricker, 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 personalization to power experiences like in-venue messages and offers triggered by on-field moments—like a discount when a fan's favorite 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 optimize 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 it remains visible and relevant.
Meeting the growing demand for personalized 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 customized 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 personalize digital content using authentic MLB designs and GenAI capabilities powered by Adobe Firefly within Adobe Express. Fans can easily customize social posts, graphics, and stories featuring team colors and logos. MLB and Adobe will also introduce new ways for fans to engage directly through integrated Adobe Express tools across MLB channels.
