Adobe brings AI-powered creative tools to Premier League fans
Adobe has announced a multi-year global partnership with the Premier League as its Official Creativity Partner and Digital Fan Experience Partner, introducing new technology and tools to enhance how fans interact with the League digitally.
This partnership is designed to integrate Adobe's digital creativity and marketing technology into the Premier League's fan engagement platforms, with a focus on delivering personalised content and creative opportunities to a global fanbase of 1.8 billion.
Digital integration
Adobe Express, which features the Firefly generative AI toolset, will be incorporated into the Premier League app and website before the start of the 2025/26 Fantasy Premier League season. This will allow fans to design and share customised kits, badges, and other content using exclusive Premier League-themed templates. Adobe's Firefly AI is described as being commercially safe, trained solely on licensed and public domain content.
The integration of Adobe Express will enable users to utilise features such as Generate Video, Clip Maker, Insert, and Remove Object, providing a suite of tools aimed at allowing fans to express their creativity and connect more personally with the sport. These features allow users to generate images and videos from text prompts, create highlight clips for social media, and edit photos directly within the app.
Personalised fan experiences
The partnership will also see the deployment of Adobe's enterprise technology, including Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, Adobe Customer Journey Analytics, and Adobe GenStudio for Performance Marketing, to enable the Premier League to deliver tailored content and match alerts based on individual fan preferences and behaviours.
These capabilities aim to support the Premier League's digital transformation, creating a more connected understanding of fan needs by gathering data from across its digital ecosystem. This data-driven approach is expected to enrich the fan experience and improve engagement through the delivery of relevant news, match updates, and marketing content.
Official statements
"Adobe AI technology is empowering passionate fans to shape how they experience and share the unrivalled drama of matchday, through real-time news updates and fan-created content that stands out on social media, thanks to the creative magic of Adobe Express - the quick and easy content creation app," said Rachel Thornton, CMO, Enterprise at Adobe. "Bringing the power of Adobe to the most watched football league in the world, fans have new AI-powered ways to engage and experience the moments that matter, and the creative capabilities to express their love of the game."
Will Brass, Chief Commercial Officer at the Premier League, said: "The Premier League is followed by millions of fans around the world – all of whom have very different reasons for doing so. Adobe is a global leader in digital experiences and creativity, and this exciting partnership provides us with the tools to better understand and deliver what our fans need and want digitally, ensuring we can provide the best of the Premier League directly to them. Our partnership aims to enrich the fan experience and providing them with new creative ways to express their passion for the league."
Expanded capabilities
In addition to creative tools, Adobe's marketing and analytics platforms will support the Premier League in creating on-brand marketing campaign content at scale using generative AI, enabling digital marketing teams to deliver campaigns that are both high quality and personalised.
The technology also facilitates the delivery of timely news alerts and real-time updates via push notifications, tailored to each fan's settings. Variables such as geolocation and behavioural insights can trigger personalised messaging, such as location-based notifications when a fan enters a stadium or performance highlights for Fantasy Premier League team managers.
Focus on engagement and loyalty
Adobe Customer Journey Analytics and its Data Insights Agent will provide the Premier League with further insights into how fans interact with content across platforms, helping to identify which types of content drive loyalty and engagement. This approach will allow for more targeted fan outreach, such as serving video clips focused on fans' favourite players.
The partnership aims to give fans greater creative agency and enhance connections between the League and its supporters, aligning with the Premier League's ongoing efforts to engage a diverse and global audience.
