Case Study: Major League Baseball achieves record fan engagement with Adobe Target

Major League Baseball boosts fan engagement by 51% with Adobe Target

Major League Baseball (MLB) partnered with Adobe Support and Services to enhance fan experiences with more personalized and data-driven engagement. Their challenge was to connect data, decision-making, and coordination across 30 clubs to keep fans excited before, during, and after thousands of annual games.

Adobe implemented a solution using Adobe Experience Platform and Adobe Journey Optimizer to unify data sources and enable real-time, personalized outreach. Through initiatives like the "Sunny and 75" pilot, which used real-time weather data for targeted ticket offers, MLB achieved a 51% higher click-through rate and a significant lift in incremental ticket sales. Working in agile six-week sprints with Adobe, the league created a centralized playbook of insights, turning successful campaigns into repeatable capabilities for all clubs.

Major League Baseball