Step Inside MLB's Gameplan for Smarter Fan Acquisition, presented by Adobe · 43:23

Step inside Major League Baseball’s fan acquisition strategy and learn how the league is using data, technology, youth engagement, and partnerships to build the next generation of fans. In this SBJ Live episode presented by Adobe, Will Edmondson of MLB and Lory Mishra of Adobe break down how first‑party data, customer experience, analytics, and AI are reshaping the modern sports marketing funnel. Hosted by Dan Kaufman from Sports Business Journal, the conversation explores how MLB is converting interest into lifelong fandom across ballparks, media platforms, and youth participation. 00:00 — Welcome & How to Engage in SBJ Live 00:37 — Episode Topic: MLB’s Game Plan for Smarter Fan Acquisition 01:56 — Introductions: Will Edmondson (MLB) 02:39 — Introductions: Lory Mishra (Adobe) 02:55 — Agenda Overview 03:25 — How Adobe Views Fan & Customer Acquisition 07:57 — The Role of First‑Party Data, Partnerships & Planning 10:47 — MLB’s Momentum & Fan Data Strategy 12:51 — Growing Fandom Through Ballpark Experience 15:57 — MLB App, Digital Tools & Meeting Fans Where They Are 17:51 — League–Club Collaboration & Data Sharing 19:29 — Audience Q&A: Targeting Potential vs. Lapsed Fans 21:00 — Audience Q&A: Regional Sports Networks & Data 22:44 — Audience Q&A: AI Use Cases at MLB 25:19 — Audience Q&A: Youth Fans & Family Dynamics 28:23 — Adobe × MLB Partnership: Technology Deep Dive 29:51 — What’s Next for MLB: Data Collaboration, Loyalty & Media 33:34 — Audience Q&A: Young & Lapsed Fan Acquisition 35:11 — Audience Q&A: Converting Minor League Interest to MLB Fandom 37:02 — Audience Q&A: Challenges in Fan Acquisition Strategies 39:40 — Adobe’s View on Data Governance, Silos & Organizational Change 40:45 — Key Takeaways: Data, Partnerships & Measurement 42:47 — Resources, Thanks & Closing Remarks

January 30, 2026