MLB and Adobe improve pact to create interaction with fans

NYSJ Sports-Entertainment Business News Service

November 23, 2021: Stating that “we have done everything we can to create digital tools to enhance the fan experience,” MLB unveiled an extension to its partnership with Adobe that “will allow MLB to bring new experiences personalized and transparent to its millions of fans.

Going forward, fan and consumer engagement will be powered by Adobe Experience Cloud, Adobe Creative Cloud, and Adobe Sign.

“People love live experiences, but also experiences beyond live experiences,” says Karin Timpone, MLB evp and CMO, in a launch spot to support the enhanced MLB-Adobe alliance. marketing science.

“The design, the brand, the presentation, the essence of the brand – it’s really nothing if it’s not very well targeted. There is an opportunity for us to take it even further by using some of the best new tools from Adobe to help enrich our entire customer journey map.

“I’m so excited to know where we’re going.”

MLB and Adobe said new fan-friendly features may include “customized promotions and notifications tailored to individual fans – at the ballpark, potentially highlighting which entrances will provide the fastest route to their seats, parking promotions VIP or concession discounts to go. .”

People who live outside of their favorite team’s area will also be able to receive alerts when their favorite club or player is in town or enjoy free trials for MLB.TV.

MLB said it will now be able to “drive greater efficiency and fully digitize workflows that require an individual’s consent, approval or signature, such as player agreements and vendor contracts through Adobe Document Cloud.

“We’ve done everything we can to create digital tools to enhance the fan experience,” Chris Marinak, MLB’s director of operations and strategy, said via the league.

“We bring personalized experiences and insights to fans so they feel like we know who they are, who their favorite team is, and who their favorite players are. helps deliver what fans want, where they want it, across dozens of channels.

According to Anil Chakravarthy, Adobe evp and GM, digital experience and field operations company worldwide, “MLB has long been a global leader in digital experiences among sports leagues, with a fan-centric focus on the web. , mobile apps and social media.

“Expanding the partnership will allow MLB to provide fans with truly personalized experiences made possible by millions of fan profiles created in real time.”

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Neal T. Doss