Adobe and Major League Baseball announced an expanded multi-year partnership aimed at enhancing digital fan experiences through AI-powered content and marketing technologies.

Under the agreement, MLB will use Adobe tools such as GenStudio for Performance Marketing, Firefly generative AI services and Adobe Express to create personalized digital campaigns, improve content discoverability and enable fans to generate customized social media content. The collaboration will also help the league scale real-time, data-driven fan engagement across digital platforms.

As part of the expanded partnership, Adobe will serve as the presenting sponsor of MLB Opening Day from 2026 through 2028.