Australian Open taps Adobe for AI fan drive as global ambitions accelerate

Adobe has signed a multi-year partnership with Tennis Australia to become the Australian Open's official AI marketing and creativity partner, as the Grand Slam ramps up its international marketing activity for 2027.

The agreement marks Adobe's first tennis sponsorship globally and will see its AI-powered marketing and customer experience technology used to deliver more personalised fan engagement during the tournament and throughout the year.

It comes as Tennis Australia expands its global marketing footprint, with its AO 2027 campaign already reaching audiences across Hong Kong, Singapore, the US, India, Japan, Korea and China.

The international push is gaining traction. Ticket sales are running more than 20% ahead of last year, while sales to international visitors are up 37% year-on-year. Interstate ticket sales have climbed 45%, and more than three-quarters of the tournament's premium AO Reserve packages have already sold.

Tennis Australia has also ramped up its creator and experiential marketing activity. Its inaugural AO Long Lunch in Melbourne generated more than 200 million social media impressions in its first 24 hours, while an AO 1 Point Slam activation and tournament launch in China delivered more than 50 million impressions, double last year's result.

Against that backdrop, the Adobe partnership will help Tennis Australia connect its audience data, content and digital marketing capabilities as it looks to build relationships with fans beyond the tournament's traditional three-week window.

Central to the agreement is Adobe CX Enterprise, which Tennis Australia plans to use to provide patrons with more relevant information about matches, dining and activities based on their interests.

Tennis Australia chief commercial officer Cedric Cornelis said the partnership would support the organisation's ambition to engage audiences across Asia-Pacific and beyond.

“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,” Cornelis said.

Tennis Australia chief technology officer Alan Sharvin said connecting audience data with digital capabilities was central to delivering more personalised experiences.

“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,” Sharvin said.

“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.”

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For Adobe, the partnership provides a global sporting platform to showcase its AI, creativity and customer experience technology.

“With Adobe CX Enterprise, Tennis Australia can connect fans with the moments, content and experiences that matter most to them,” Katrina Troughton, Adobe vice president and managing director for Australia and New Zealand, said.

“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.”

Tennis Australia CEO Andrew Abdo said the response to the tournament's international marketing push reflected its growing reach beyond Australia.

“The AO has become a truly global sporting and entertainment event, connecting with fans well beyond the three weeks of the tournament, and we're seeing that passion grow across our key international markets,” Abdo said.

The global campaign also includes AO 1 Point Slam events across six Chinese cities, business and fan activations in India and Korea, junior tennis events in Japan and Brazil, and an AO by the Quay live site in Singapore in partnership with beIN Sports.

The Adobe partnership will be introduced in phases, with both organisations planning immediate initiatives alongside longer-term development of the tournament's digital and fan engagement capabilities.