Evidence
On the public record
League platforms are announced long after the foundations are poured. These are the public statements, press releases, and conference sessions about the MLB and NFL fan data programmes I worked on, during my time there and since.
Facts are quoted from the sources linked. Statements and results belong to the leagues and their partners; my role is described on the work page.
9
MLB items
Press releases, case studies, and sessions about the MLB programmes.
9
NFL items
Public sources on the NFL fan data and martech programmes.
12
During my tenure
Work done while I was on the programmes, even where it was published later.
6
Context
Published before I joined or after I left, for context on the platforms.
Major League Baseball
2023 to 2026-
Feb 2023
Before I joinedConference session / Adobe Experience League
Adobe Summit 2023: How MLB is revolutionizing fan personalization at scale
- Adobe Experience Platform applications implemented across all 30 clubs.
- Segmentation moved from a seven-day technical process to self-serve in less than a day.
- Real-time in-park offers triggered by fan behaviour.
Connects to: The foundation I inherited and extended: one platform for 30 clubs and self-serve segmentation.
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Apr 2023
Before I joinedTrade press / No Jitter
Why MLB turned to Adobe to revolutionize fan personalization
- One View, an internal fan-profile data product, became the foundational layer for segmentation.
- Ticket-scan journeys: a fan scans in and receives a personalised message in real time.
- About 7,000 hours saved; 175 million fans and 100 million tickets a year in scope.
Connects to: The foundation I inherited and extended: the unified fan profile and scan-triggered journeys, which became the Mets push pilot.
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Feb 2025
During my tenurePress release / Adobe
Adobe Real-Time CDP Collaboration now generally available
- Major League Baseball named among the advertisers that piloted Adobe's privacy-safe data collaboration product.
Connects to: The clean-room roadmap for monetising first-party data with sponsorship and media partners.
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Mar 2025
During my tenureConference session / Adobe Summit 2025
Accelerate journey time to value: how MLB delivers game-day messaging
- Ten use-case templates for the 30 clubs, more than 180 journeys in 2024, and 15 digital producers trained.
- Email plus push converted 40 percent better than email alone in a win-back journey.
- At some clubs, up to 60 percent of buyers purchase on game day or within 24 hours.
Connects to: Club toolkits and templates: adoption as the product in a federated league.
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Aug 2025
During my tenureTrade press / Marketing Dive
How MLB is powering first-party data collaborations with Adobe
- MLB manages first-party data for the league and supplies data sets to its 30 clubs.
- Brand collaboration through private connection requests and audience index scoring.
Connects to: League-held data, club-level activation, and partner collaboration without file exports.
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Mar 2026
During my tenurePress release / Adobe
Adobe and Major League Baseball expand partnership
- Expanded partnership across all 30 clubs, adding generative content and AI optimisation tools.
- MLB.TV reported 19.4 billion minutes watched, up 34 percent; MLB App daily traffic up 18 percent on 2024.
Connects to: The data and journey foundation now carries content automation on top.
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Mar 2026
During my tenureConference session / Adobe Summit 2026
MLB's path to Sunny and 75: scaling weather-based fan journeys
- Journeys now launch, measure, and optimise in weeks rather than months, using Journey Optimizer and Customer Journey Analytics.
Connects to: Test-and-learn delivery on the same journey platform.
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Mar 2026
During my tenureConference session / Adobe Summit 2026
The agentic workflow: MLB blueprint for fan insights with Google Cloud
- MLB teams query fan insights in natural language through Adobe's marketing agent and Google Gemini Enterprise.
Connects to: Agents on a grounded fan profile: the system of context doing its job.
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Apr 2026
During my tenureTrade press / Marketing Dive
How MLB is leveraging automation and data to enhance fan messaging
- Clubs combine the enterprise fan data platform with creative to send personalised email and text.
Connects to: Fan data platform plus content: the activation layer at club level.
National Football League
2023 to 2026-
Jul 2024
Before I joinedVendor case study / AWS for Media & Entertainment
Inside the NFL's innovative fan data platform powered by AWS
- A unified fan view across the league and 32 clubs: 90 billion rows of fan data and more than 250 dimensions per fan.
- Visibility grew about four times, from 12 million partially viewed individuals to more than 70 million active fans, in 18 months.
- Consent signals centralised across internal systems and vendor touchpoints; open rates for segmented campaigns doubled or tripled.
Connects to: The foundation I inherited and extended: the league-wide fan view and centralised consent across 32 clubs.
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Jul 2024
Before I joinedTrade press / InformationWeek
NFL IT leader on how the league uses AI and data analytics
- The NFL describes itself as one of the first sports leagues to bring all its fan data together with all 32 clubs, built on permissible use and transparency with fans.
Connects to: The foundation I inherited and extended: permissible use as the design constraint for league-club data sharing.
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Mar 2025
During my tenureConference session / Adobe Summit 2025
Scoring big: how the NFL orchestrates exceptional fan engagement journeys
- One-to-one, cross-channel journeys with alignment across league departments and franchises.
Connects to: Cross-club orchestration: who may message which fan, and when.
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Apr 2025
During my tenurePress release / Adobe and the NFL
NFL and Adobe launch AI-powered fan experience partnership
- Adobe Experience Platform, Journey Optimizer, Customer Journey Analytics, and Workfront for the league and all 32 clubs.
- Personalised communication across NFL.com, the NFL App, and NFL OnePass.
Connects to: The martech product layer modernised for the league and clubs.
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Sep 2025
During my tenureVendor case study / Adobe
How the NFL uses Adobe AI to bring fans closer to the game
- Real-Time CDP combines behaviour, preferences, and engagement into one fan profile for more than 200 million US fans and 21 international markets.
- The NFL's framing: fans do not see silos, they see one NFL.
Connects to: One fan across 32 clubs and the international markets.
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2026
During my tenureConference session / Adobe Summit 2026
The future of fan engagement: NFL, PGA Tour, 49ers and Fox on trusted AI
- The NFL's privacy leadership on trusted AI and personalisation: innovation that does not outpace integrity.
Connects to: Privacy and consent standards as the basis for AI at league scale.
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May 2026
During my tenureVendor case study / NFL, via Adobe
How the NFL personalises fan experiences at scale (source: NFL, via Adobe, May 2026)
- A harmonised model connects the NFL's tech stack with those of all 32 clubs.
- 60 percent of fans overlap across clubs; over-communication fell 30 percent across teams.
Connects to: The identity problem in one number, and the federated model that answers it.
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Sep 2026
Built on sinceVendor case study / Adobe
How the NFL scaled its global content engine with Adobe
- A zero-trust visibility model gives each club only approved league assets and its own content.
- Template automation fell from three to five weeks to about 15 minutes.
Connects to: Club-level access rules: the governance model applied to content.
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Sep 2026
Built on sinceTrade press / Marketing Brew
Inside year two of the NFL's AI partnership with Adobe
- A proprietary NFL database pulls data from all 32 clubs, begun about four years earlier.
Connects to: The league-club data foundation, described independently.
What the record shows
Across both leagues- Both leagues chose one implementation for every club, not 30 or 32 separate builds. The public results (seven days to under one at MLB, four times the visible fanbase at the NFL) come from that decision.
- Both leagues moved from data foundation to collaboration to agents in the same order: unify, govern, activate, collaborate with partners, then put AI on top.
- MLB's clean-room path became a named pilot of a privacy-safe collaboration product in 2025. The NFL's consent centralisation became the basis for its trusted-AI position in 2026.