Advanced Television

Adobe, MLB create next-gen fan experiences

November 24, 2021

Adobe and Major League Baseball (MLB), the US professional sports league, have announced a major expansion of their partnership to reimagine fan engagement and continue to bring America’s favourite pastime to the next generation of fans – powered across Adobe Experience Cloud, Adobe Creative Cloud, and Adobe Sign.

The partnership will empower MLB to bring new personalised experiences to its millions of fans.

New, fan-friendly features can include personalised promotions and notifications tailored to individual fans – at the ballpark potentially highlighting which entrances will offer the fastest journey to their seats, VIP parking promotions or discounts on grab-and-go concessions. Fans who live outside their favourite team’s locale will also be able to receive alerts when their favourite club or player is in town or get free trials for MLB.TV so they can watch games from the comfort of their couch or on the go.

MLB will be able to drive greater efficiency and fully digitise workflows that require an individual’s consent, approval or signature, such as player agreements and vendor contracts. As an added benefit, this is projected to save thousands of reams of paper every year – all powered by Adobe Document Cloud, including Adobe Sign. MLB and MLB Network, which already rely on Adobe Creative Cloud to create and deliver rich content on television and online, will be able to streamline content creation in the future and more seamlessly manage creative workflows.

“MLB has long been a global leader in digital experiences among sports leagues, with a fan-first orientation across the web, mobile apps, and social media,” said Anil Chakravarthy, Adobe executive vice president and general manager, Digital Experience Business and Worldwide Field Operations. “The expansion of the partnership will allow MLB to bring some truly personalized experiences to fans, made possible by millions of fan profiles built in real time.”

“We’ve gone out of our way to create digital tools to improve the fan experience,” said Chris Marinak, Chief Operations and Strategy Officer, Major League Baseball. “We’re bringing personalised experiences and information to fans so that they feel like we know who they are, who their favourite team is and who their favourite players are. Adobe’s breadth of enterprise applications allows us to deliver what fans want, where they want it – across dozens of channels.”

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