Adobe Inc. and Major League Baseball (MLB) announced a major expansion of their multi-year partnership Monday.

The deal positions Adobe as the official Presenting Sponsor of MLB Opening Day in 2026, 2027, and 2028.

The partnership arms MLB’s marketing, product, and content teams with Adobe’s enterprise AI tools. It targets fan engagement across digital platforms at scale.

Adobe’s expanded role includes four key technology deployments across MLB operations.

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Adobe GenStudio for Performance Marketing will power MLB’s campaign delivery. Teams can create personalized, on-brand content variations across digital channels quickly.

Adobe LLM Optimizer targets brand discoverability. It helps MLB monitor how content surfaces in AI-driven search results and adjust in real time.

Adobe Firefly Services and Custom Models will streamline asset production. MLB’s creative teams can generate and resize content in the league’s brand style faster.

Adobe Express will reach fans directly. It provides generative AI tools so fans can build personalized social posts using official team colors, logos, and designs.

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MLB CMO and Senior Vice President of Global Corporate Partnerships Uzma Rawn framed the deal around accessibility.

“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,” Rawn said.

MLB’s audience metrics reinforce the strategic value of this deal. The 2025 World Series Game Seven averaged 51 million combined viewers across the U.S., Canada, and Japan — the most-watched MLB game in 34 years. MLB.TV logged 19.4 billion minutes watched in 2025, up 34% year-over-year.

The MLB App also posted its highest-traffic season ever, with daily traffic up 18% over 2024.

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Photo by Charles-McClintock Wilson via Shutterstock

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