Adobe and The Premier League’s AI Partnership for Fans

The football season may have concluded but Adobe is making headlines with a noteworthy collaboration.

Ahead of the 2025/26 season, Adobe and the Premier League have joined forces, with Adobe becoming the official Creativity and Digital Fan Experience Partner of the world’s most widely viewed sporting competition.

Announced at the Adobe Summit London, this multi-year deal integrates Adobe’s Express and Firefly Gen AI technologies into the Premier League’s digital market, offering fans a new dimension of interaction with the beloved sport.

Both the Premier League’s website and its Fantasy Premier League (FPL) game—enjoyed by over 11 million players annually—will feature Adobe’s software.

This collaboration will enable users to craft custom badges and kits for their teams, marking a fresh creative frontier for fans.

“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,” explains Rachel Thornton, CMO, Enterprise at Adobe.

Fostering fan-centric digital experiences

The Premier League boasts a vast and passionate fan base, making this collaboration beneficial for Adobe, which gains a significant foothold in the sports technology space.

The Premier League’s decision to partner with Adobe reflects its commitment to enhancing fan engagement through innovative tools and personalised content.

Adobe plans to leverage data analytics to deliver tailored content that caters to fans’ preferences, fundamentally transforming their interaction with the sport. By utilising the Adobe Experience Platform, the Premier League will aggregate fan data across its digital channels to deliver targeted content.

“The Premier League is followed by millions of fans around the world—all of whom have very different reasons for doing so,” explains Will Brass, Chief Commercial Officer at the Premier League.

“The Premier League is followed by millions of fans around the world—all of whom have very different reasons for doing so,” explains Will Brass, Chief Commercial Officer at the Premier League.

“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.”

Using Adobe’s Customer Data Platform and Journey Optimiser, fans will receive real-time notifications tailored to their preferences and locations, potentially enhancing their matchday experience through location-based alerts and personalised emails.

Expanding global AI influence in sports

This partnership is not Adobe’s first involvement in sports, having already established a foothold in the US market through an NFL deal.

Extending its reach, this initiative with the Premier League promises to boost Adobe’s global influence, touching fans worldwide.

Adobe GenStudio for Performance Marketing will equip the Premier League’s digital marketing team to expedite campaign creation using AI models, likely reducing content production costs and time-to-market.

Through Customer Journey Analytics and Adobe’s Data Insights Agent, the partnership aims to analyse what content builds fan loyalty and drives interactions, giving Adobe’s creative suite an edge in the competitive sports entertainment technology arena.

The future holds promising possibilities as Adobe considers deploying agentic AI using Adobe Experience Platform Agent Orchestrator, which would automate content creation according to unified fan data profiles, offering a personalised digital interaction for fans.

Will encapsulates the potential of this collaboration: “The road ahead is still unclear but even this early phase of Adobe’s footballing career will help to enrich the fan experience and provide them with new creative ways to express their passion for the league.”