- MLB uses the cloud to deliver personalized offers and information
- Electronic signature and cloud marketing will accelerate digitization
- Adobe and MLB are already working together on creative tools
Major League Baseball (MLB) will use Adobe’s cloud-based software suite to enhance the digital fan experience and make its backend operations more efficient.
The Baseball League is already using Adobe Creative Cloud to deliver content to its TV and digital platforms, but will now use a much broader product line to fuel digital fan engagement initiatives, both in stadiums and home.
Specifically, Adobe’s technology will allow the league to tailor promotions, approximate information, and notifications to individual fans. For example, the app will customize parking, merchandise, and catering offers based on the user’s profile, or highlight entries with the fastest route to a specific seat.
The league will be able to tailor offers such as VIP parking and discounts for individual fans. Non-market fans will also be contacted when their favorite player or team is playing in their city so they can watch in person. Other fans will receive free trials or offers for MLB.TV so they can watch at home.
All of these abilities are meant to deepen engagement and generate income both in the stadium and beyond.
Behind the scenes, Adobe will accelerate the digital transformation of MLB. League and clubs will have access to Adobe Document Cloud so more workflows can be digitized, and Adobe Sign electronic signature technology means player agreements and supplier contracts can be signed and processed without using paper. . On top of that, MLB and MLB.TV will expand their use of Adobe’s creative tools and adopt Adobe Workfront as their new go-to marketing system.
“We’ve done everything we can to create digital tools to improve the fan experience,” said Chris Marinak, director of operations and strategy at MLB. “We bring personalized experiences and information to fans so they feel like we know who they are, who their favorite team is and who their favorite players are. Adobe’s portfolio of enterprise applications allows us to deliver what fans want, where they want it, across dozens of channels.
For a league that bills itself as “America’s national pastime”, MLB has ironically been fairly forward-thinking when it comes to technology for fan engagement purposes, keen to maintain its leading position in the world. the American sports landscape amid fierce competition from other leagues and forms of entertainment.
MLB At Bat and MLB.TV offer a combination of live streaming, video highlights, audio commentary and statistics to fans around the world, with the underlying infrastructure of these being used by other services as well. streaming.
Meanwhile, the Ballpark mobile app is being touted as a digital companion for fans when they visit any of the league’s 32 stadiums, offering access to digital tickets, parking information, travel cards, and more. arena and food and drink menus. The platform makes it easier for MLB to activate new digital features for each team in the National and US leagues.
The expanded deal is the latest sports partnership for Adobe, which recently partnered with Spanish football team Real Madrid.
“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,” said Anil Chakravarthy, Managing Director of Digital Experience Business at ‘Adobe and field operations around the world.
“The expanded partnership will allow MLB to bring truly personalized fan experiences, made possible by millions of fan profiles created in real time.”