Case Study: Major League Baseball boosts fan engagement with Adobe Workfront

Major League Baseball boosts click-through rates 51% with Adobe Workfront

Major League Baseball (MLB) partnered with Adobe and its Adobe Support and Services team to enhance fan engagement by using data-driven insights and automation. The challenge was to deliver personalized, real-time communications to fans across a massive scale of games and events, requiring a way to quickly act on data and coordinate efforts across its 30 clubs.

The solution involved implementing a framework using Adobe Experience Platform and Adobe Journey Optimizer to unify data and orchestrate personalized outreach. A key initiative, "Sunny and 75," used real-time weather data to drive ticket sales, achieving a 51% higher click-through rate and a significant lift in incremental sales. Through its partnership with Adobe, MLB established a repeatable playbook and agile six-week sprint cycles, enabling consistent and effective fan engagement across the entire league.

Major League Baseball