Adobe and Premier League Partner for AI-Powered, Personalised Fan Experiences

Adobe and the Premier League have announced a multi-year partnership aimed at enhancing the fan experience through AI-powered, personalised digital content. The collaboration, announced at the Adobe Summit in London, aims to transform how 1.8 billion global fans engage with the Premier League, providing them with innovative ways to create, share and personalise content related to their favourite clubs and players.

Central to this partnership is Adobe’s suite of creativity, marketing and AI technologies, which will support the Premier League's digital transformation. This will provide fans with new opportunities to express their creativity through platforms like Adobe Express and Firefly generative AI. These tools will allow fans to design personalised Fantasy Premier League badges and kits, as well as create unique content with ease.

Adobe Express will be integrated into the Premier League's official website and app, starting with the 2025/26 Fantasy Premier League season. Firefly, a generative AI tool, is trained on a dataset of licensed content, ensuring that all fan creations adhere to copyright laws. With Firefly's assistance, fans can easily design and share customised content, showcasing their support for their teams in creative ways.

This partnership also includes AI-powered features to enhance fan engagement. Fans will be able to generate images and videos from simple prompts, using tools like Generate Video and Clip Maker. These tools will help fans create short, shareable clips from longer videos and personalise their images by adding or removing objects with AI-powered editing features. Adobe Express offers exclusive templates, making it easier for Fantasy Premier League managers and Premier League supporters to create standout content.

The Premier League's global reach, with 900 million homes across 189 countries, is a perfect match for Adobe’s tools, which will enable the league to understand fan preferences better and create more tailored experiences. By using Adobe Experience Platform, including applications such as Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer, the Premier League will optimise its fan interactions, delivering personalised content and real-time updates, including breaking news and match highlights.

The partnership’s goal is to deepen fan engagement, helping them express their passion for the Premier League. Adobe will also assist in creating on-brand marketing campaigns at scale, deliver real-time alerts on major news and offer tools for enhancing fan loyalty and conversion through data insights. This collaboration comes hot on the heels of the Premier League's partnership with MIcrosoft and cements the league's commitment to leveraging AI to connect fans with their teams and players, bringing AI-driven personalisation to the forefront of digital football engagement.