The New Playbook: How Adobe Is Rewriting the Rules of Fan Engagement, Presented by Adobe

Wednesday, May 13 | 12:30 PM ET

The New Playbook: How Adobe Is Rewriting the Rules of Fan Engagement

Presented by Adobe

In today’s digital-first world, sports fans expect more than just a game — they crave immersive, personalized experiences that connect them to their favorite teams, players, and moments. Join us to learn how Adobe is partnering with the MLB and NFL to use AI-powered personalization and privacy-first data collaboration to turn passive viewers into deeply connected communities.

You'll depart knowing how to:

• Unify the fan journey and break down data silos to deliver seamless, real-time experiences whether fans are in the stadium or streaming from their couch
• Reach the right fans at the right moment, activating high-value audiences through intelligent, privacy-centric data partnerships
• Equip clubs and brands to compete locally and arm teams with predictive insights and localized strategies that drive real loyalty — not just clicks
• Hand creativity back to the fans while fueling participation and self-expression with tools that make every fan feel like part of the story

Whether you’re a marketer, technologist, or sports industry leader, this session will offer actionable insights into how data, creativity, and AI are redefining the fan experience—from the stadium to the screen.

Registration is free. All registrants will receive a recording of the webinar following the event.

Featured Speakers:

Will Edmondson, Vice President, Strategy and Insights, Major League Baseball

Will oversees MLB’s fan research and feedback programs and manages cross-functional projects to grow baseball’s fanbase and revenue lines. Prior to his current responsibilities, Will held a variety of analytics roles at MLB Advanced Media and BAMTECH Media (now Disney Streaming Services), in which he created and oversaw KPIs across a wide range of digital products. In addition to MLB’s portfolio of apps and subscription products, Will and his team supported the launch of digital streaming products for clients including HBO, FOX Sports, the NHL, WWE, Eurosport, and the PGA Tour.

Chi Ogbuehi, Vice President, Marketing Technology and Consumer Products, NFL

Chi is a seasoned technology executive working at the intersection of marketing, innovation, and fan experience. As the NFL’s Vice President of Marketing Technology & Consumer Products, she leverages cutting-edge technology to elevate the experience of more than 200 million fans. She also leads League-wide efforts —from sponsorship and rights-management platforms to brand-protection solutions — strengthening technology investment strategy, enhancing effectiveness, and driving large-scale transformation that supports long-term innovation and revenue growth. Chi holds an MBA from the MIT Sloan School of Management and a BBA in Computer Information Systems, with Honors, from Baruch College. In her free time, she enjoys reading adventure novels, playing racket sports, and recently discovered a love for pickleball.

Jen Zick, Principal - Digital Strategy Group - Media & Entertainment, Adobe

Jen is a seasoned marketing strategist with 20+ years of experience in multiple verticals, namely live entertainment, and technology. In senior level roles with Live Nation Entertainment, Major League Baseball and Comcast-Spectacor, Jen worked globally driving data-driven technology initiatives with C-suite executives at hundreds of professional sports franchises, stadiums, promoters, and colleges. As Principal – Digital Strategy Group – Media & Entertainment, her priority focus is working closely with clients and industry thought leaders to drive fan-first/customer-centric digital transformations. Jen loves tennis, Sonoma Pinot and mini doodles.

**This episode of SBJ Live is sponsored and produced in coordination with a sponsor. The SBJ editorial team was not involved in the production of this episode.