NHL Partners with Adobe to Personalise Fan Experience

Adobe has become an Official Creative, Marketing and AI Partner of the NHL, bringing its customer-experience and generative AI technology into a league with more than 200 million fans across 147 countries.

The NHL and all 32 clubs will gain access to Adobe CX Enterprise solutions, combining marketing, creativity and AI tools to personalise fan experiences across digital channels.

The partnership will support the NHL's ability to understand fan interests and deliver more relevant content across NHL.com, the NHL App, social media and other digital touchpoints.

Adobe Firefly and Adobe Express are also part of the relationship, opening the door to faster content production and, in future, tools that could allow fans to create and share their own hockey content.

For the NHL, the technology supports a wider international growth strategy as the league serves audiences across broadcast, streaming, social and direct digital platforms.

The agreement covers the NHL and all 32 clubs. Adobe's technology will be used across the league's digital channels, including NHL.com, the NHL App and social media, while Adobe Firefly and Adobe Express will support content creation. The NHL says its global fanbase exceeds 200 million people across 147 countries.