Case Study: Major League Baseball drives real-time fan engagement with Adobe

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

Major League Baseball (MLB) partnered with Adobe Support and Services to enhance real-time fan engagement through data-driven insights and automation. The challenge was to deliver personalized communications to fans before, during, and after games, moving beyond seasonal campaigns to timely, relevant outreach that would boost attendance and deepen fan relationships.

Adobe implemented a solution using Adobe Experience Platform to unify data and Adobe Journey Optimizer for real-time personalization. A key initiative, "Sunny and 75," used real-time weather data to drive last-minute ticket sales, achieving a 51% higher click-through rate and a significant lift in incremental sales. Through a framework of six-week strategic sprints and a shared internal playbook, Adobe helped MLB turn successful campaigns into repeatable capabilities for all 30 clubs, resulting in more timely and personalized fan experiences and supporting greater ticket sales.

Major League Baseball