Adobe and Premier League Team Up to Deliver AI-Driven Fan Engagement Worldwide

The Premier League has announced a major multi-year partnership with Adobe, aimed at transforming digital fan engagement using AI and creative tools. Unveiled during Adobe Summit London, this strategic collaboration focuses on personalisation, content creation, and real-time interaction for the league’s global fan base.

AI and Creative Tools to Power a New Digital Era for Football Fans

At the core of the partnership is the integration of Adobe Express and Firefly generative AI into the Premier League’s digital platforms. These tools allow fans to design custom badges, kits, and graphics for their Fantasy Premier League (FPL) teams, elevating user-generated content across social media.

Starting from the 2025/26 season, Adobe Express will be embedded into the Premier League’s mobile app and website, making it easier than ever for supporters to interact with the game in creative and personalised ways.

Personalisation Through Adobe’s AI Ecosystem

With over 1.8 billion fans globally, the Premier League is leveraging Adobe Experience Cloud, including Real-Time Customer Data Platform and Journey Optimizer, to deliver targeted content and push notifications. This will ensure fans receive relevant updates—such as breaking transfers, match highlights, and Fantasy alerts – based on their behaviour, location, and preferences.

Enhancing the Fantasy Premier League Experience

Fantasy Premier League managers will benefit from:

• Customisable team kits and badges via Adobe Express and Firefly AI
• Exclusive Premier League templates for social sharing
• Real-time performance updates using Adobe Journey Optimizer
• Notifications triggered by geolocation (e.g., matchday alerts at stadiums)

These features are designed to deepen fan connection and increase interaction both in and outside of the game.

Adobe to Support Premier League’s Marketing Operations

Beyond the fan-facing features, Adobe’s tools will streamline internal marketing efforts. With Adobe GenStudio for Performance Marketing, the league’s commercial team can rapidly produce high-quality, branded campaigns. Additionally, Customer Journey Analytics will provide insights into user engagement, helping the league tailor content and improve loyalty across channels.

Executive Commentary

“Our partnership with Adobe is a key step forward in delivering a more connected and creative experience for our supporters,” said Will Brass, Chief Commercial Officer at the Premier League. “With Adobe’s technology, we’ll gain a richer understanding of what our fans want and deliver personalised interactions at scale.”

“Football fans are among the most passionate audiences globally,” added Rachel Thornton, CMO at Adobe Enterprise. “This partnership allows us to equip them with cutting-edge AI and creativity tools to engage with the game in powerful new ways.”

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