Multi-year collaboration brings AI-powered creativity tools and personalized content to millions of baseball fans
Adobe (Nasdaq:ADBE) and Major League Baseball today announced a major expansion of their multi-year partnership, designed to drive the next generation of digital fan experiences. Adobe is providing industry-leading solutions for MLB’s marketing, product, and content departments to further innovate and showcase the National Pastime. As part of the expanded partnership, Adobe is also the official Presenting Sponsor of MLB Opening Day in 2026, 2027, and 2028. The partnership will redefine fan engagement across digital channels, equipping millions of baseball fans with creativity tools powered by AI to express their passion for the sport, while enabling the league and its clubs to scale personalized experiences across audiences.
This builds on MLB’s existing investments in Adobe’s enterprise offerings, which have enabled the league to bring together data and content across their organization, creating a foundation to deliver fan experiences that are engaging and relevant. “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 itself,” said Uzma Rawn, Chief Marketing Officer and Senior Vice President, Global Corporate Partnerships, 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.”
Key Insights at a Glance
- Adobe GenStudio Integration: MLB marketing teams will use Adobe GenStudio for Performance Marketing to accelerate delivery of high-quality, personalized campaigns across digital channels with on-brand content variations.
- LLM Optimizer for Discoverability: Adobe LLM Optimizer will enable MLB to enhance brand presence in AI-driven search results, making instant adjustments to improve discoverability for tickets, stats, and themed experiences.
- Firefly Custom Models: Trained AI models via Adobe Firefly Services will streamline content production, enabling rapid campaign launches with MLB’s iconic brand style across multiple channel formats.
- Fan Creativity Tools: Adobe Express will equip fans with authentic MLB designs and generative AI capabilities to create personalized social media content featuring team colors and logos.
Scaling Personalized Marketing at MLB Scale
MLB’s marketing teams face the challenge of delivering personalized, engaging content to millions of fans across multiple platforms, channels, and club identities. Adobe GenStudio for Performance Marketing provides an end-to-end content supply chain solution that optimizes the process of planning, creating, managing, activating, and measuring content. With this capability, MLB can easily create distinct variations of on-brand content to tailor the fan experience whether someone is watching from home, on mobile devices, or attending games in person. The solution enables rapid adaptation of creative assets across different contexts while maintaining consistency with MLB’s brand identity. “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 personalization of digital content and real-time offers that enhance the gameday experience, while empowering individual creativity.”
AI-Powered Discoverability and Content Production
As fans increasingly use AI-driven interfaces to search for tickets, stats, and baseball content, MLB must ensure its presence remains prominent across these evolving discovery channels. Adobe LLM Optimizer addresses this challenge by enabling MLB to see how their content is surfaced in AI-driven search results and make instant changes to improve discoverability across audiences. This ensures the league remains top-of-mind for current and new fans as they engage with baseball-related queries. On the production side, Adobe Firefly Services and Custom Models enable MLB’s marketing teams to leverage a collection of creative and generative APIs to meet skyrocketing demand for personalized content. By activating these solutions, MLB shortens the time required to launch campaigns and engage new audiences, streamlining workflows from customized content creation in MLB’s iconic brand style to resizing assets for different marketing channels.
Empowering Fan Creativity and Connection
The partnership extends beyond enterprise capabilities to directly engage the millions of fans who make baseball America’s pastime. Adobe Express, the quick and easy make-anything app, will enable fans to create standout digital content and showcase their love for the game. Express equips fans with authentic MLB designs and generative AI capabilities via Firefly, making it simple to personalize social media posts, stories, and graphics that feature team colors and logos. As part of the expanded partnership, MLB and Adobe will introduce new ways for fans to engage directly on MLB channels via integrated Adobe Express tools. This direct-to-fan creativity layer transforms passive consumption into active participation, deepening emotional connection to teams and players while generating authentic, shareable content that amplifies MLB’s reach across social platforms. For a league that has seen MLB.TV consumption reach 19.4 billion minutes watched in 2025, a 34 percent increase over the previous year, these tools arrive at a moment of surging digital engagement.
Future Outlook
Adobe’s expanded partnership with MLB arrives as professional sports leagues increasingly recognize that fan engagement extends far beyond the traditional nine innings. With MLB achieving three straight years of total attendance gains for the first time in 18 years and viewership increasing across national, local, and international platforms, the foundation for digital innovation is strong. The integration of AI-powered creativity tools for fans and enterprise-grade personalization for marketing teams positions MLB to deepen relationships with existing fans while attracting new audiences, particularly younger demographics that have shown increased engagement through social media and digital platforms. The 2025 World Series Game Seven’s 51 million viewers across the United States, Canada, and Japan—the most-watched MLB game in 34 years—demonstrates the global appetite for baseball content that the partnership can now serve more effectively. As Adobe’s Opening Day presenting sponsorship begins in 2026, the collaboration will be visible to fans from the very start of the season.
Conclusion
Adobe and Major League Baseball’s expanded partnership brings enterprise-grade AI personalization and fan-facing creativity tools together to redefine digital fan experiences. From scaled marketing campaigns via Adobe GenStudio to direct fan engagement through Adobe Express, the collaboration enables MLB to deliver relevant, personalized content across channels while empowering fans to express their passion creatively. For baseball’s millions of fans, the result will be deeper connection to the game wherever and however they choose to engage.
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About Adobe
Adobe is empowering everyone to create. For more information, visit www.adobe.com.
About Major League Baseball
Major League Baseball (MLB) is the most historic professional sports league in the United States and consists of 30 member clubs in the U.S. and Canada, representing the highest level of professional baseball. Led by Commissioner Robert D. Manfred, Jr., MLB has achieved three straight years of total attendance gains for the first time in 18 years and remains the best-attended sports league in the world. Since 2023, historic rule changes have improved the quality of play on the field, emphasizing speed and athleticism at a better pace. In 2025, MLB had its third straight season clocking in with an average game time of 2:40 or below for the first time in 40 years. Viewership of MLB games nationally, locally, on MLB.TV and in Canada and Japan all increased over last year, with most platforms achieving double-digit percentage increases. Game Seven of the thrilling 2025 World Series presented by Capital One averaged 51.0 million viewers combined across the United States, Canada, and Japan, making the 11-inning contest the most-watched MLB game in 34 years, dating back to Game Seven of the 1991 World Series. MLB.TV set another consumption record this season with 19.4 billion minutes watched, an increase of +34% over last year. The MLB App registered its most-trafficked season ever with daily traffic increasing by +18% over 2024. As the league expanded its marketing efforts and promotion of star players like reigning Most Valuable Players Shohei Ohtani and Aaron Judge, MLB has significantly increased its younger fan base as evidenced through viewership, social media, ticket purchasing, and participation metrics. Through its MLB Together social responsibility efforts, MLB remains committed to making a positive impact in the communities of the U.S., Canada and throughout the world. With the continued success of MLB Network, MLB digital platforms, international events, and local media production and distribution, MLB continues to find innovative ways for its fans to enjoy America’s National Pastime and a truly global game. To learn more about MLB, please visit mlb.com.
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