Published on: October 12, 2026
The Australian Open and Tennis Australia have entered a multi-year partnership with Adobe, naming the technology company the tournament’s Official AI Marketing and Creativity Partner. The agreement marks Adobe’s first global tennis sponsorship and aims to strengthen fan engagement through artificial intelligence, creativity, productivity and marketing technology.
The collaboration will focus on developing more personalised and connected experiences for millions of tennis fans during the Australian Open and throughout the year, while supporting the growth of tennis across Australia and the wider region.
Tennis Australia Chief Commercial Officer Cedric Cornelis said the partnership reflected a shared ambition to redefine how fans engage with sport.
“As the Grand Slam of Asia-Pacific, the Australian Open provides a unique platform to connect with audiences across one of the world’s most dynamic regions.
“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
“We’re proud that Adobe has chosen the Australian Open as its first tennis partnership globally,” Cornelis said.
Tennis Australia Chief Technology Officer Alan Sharvin said the partnership would help the organisation deliver more relevant and connected experiences for fans, attendees and participants.
“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. 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,” Sharvin said.
Through Adobe CX Enterprise, an end-to-end customer experience orchestration platform, Tennis Australia aims to make the tournament experience more convenient for attendees. The technology is expected to help patrons discover relevant matches, dining options and activities based on their individual preferences, allowing them to spend less time looking at screens and more time enjoying the event.
The partnership will also contribute to the ongoing development of Tennis Australia’s digital ecosystem, creating opportunities to improve engagement beyond the tournament and connect with fans throughout the year.
Adobe Vice President and Managing Director of Australia and New Zealand Katrina Troughton said the agreement brings together two organisations focused on putting fans at the centre of their experiences.
“With Adobe CX Enterprise, Tennis Australia can connect fans with the moments, content and experiences that matter most to them. 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. Together, we’re helping shape the future of fan experiences both on and off the court,” Troughton said.
Adobe Vice President of Enterprise Marketing, Asia Pacific and Japan Duncan Egan highlighted the tournament’s potential to demonstrate how AI can support engagement at scale.
“The Australian Open is one of the world’s most innovative and iconic sporting events, making it the ideal partner to showcase how AI can transform fan engagement at scale. We’re excited to use this platform to reach millions of tennis fans around the world, deepen our connection with customers and communities, and demonstrate how we bring creativity, marketing and AI together to turn ideas into meaningful impact.”
The agreement will also support Tennis Australia’s international expansion plans by enabling content and campaigns to be adapted for audiences in different markets while retaining the Australian Open’s distinctive brand identity.
The partnership will be rolled out in phases over multiple years, with Adobe and Tennis Australia planning to introduce near-term innovations while building the capabilities needed for future fan experiences across the sport.
The collaboration reinforces the Australian Open’s focus on innovation across sport and entertainment, while reflecting both organisations’ ambitions to shape fan engagement across Asia-Pacific and encourage more people to participate in tennis.
The Australian Open 2027, supported by major partner Kia and partners ANZ, Emirates, Luzhou Laojiao and Rolex, will be held at Melbourne Park from 11 to 31 January 2027.
