Sports Technology
Adobe Signs A Multi-Year AI Deal With Premier League For Its 1.8 Billion Fans
Updated on Tue, Jul 15, 2025
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Microsoft became the Official Cloud and AI Partner for the Premier League to enhance the PL’s digital platforms and modernize its digital infrastructure, as well as to improve broadcast match analysis and organizational operations.
Now, the PL is turning to another domain expert.
Creative platform leader Adobe has signed a multi-year partnership with the Premier League to deliver new AI-powered, personalized digital experiences to its over 1.8 billion fans across 189 countries, enabling them to express their creativity in new ways.
As such, Adobe will be the Premier League's Official Digital Fan Experience and Official Creativity Partner, a move that will see Adobe bring its creative, marketing, and AI technology right into the heart of the beautiful game.
“Together, we're bringing supporters close to the action than ever before. From kick-off to beyond the final whistle, fans can enjoy more of the content they love—and turn their passion into creative magic,” reads the Premier League's website announcing the move.
The partnership will bring fans closer to their favorite clubs, players, and moments through personalized experiences and creative features, while also deepening fan engagement and personalizing the Fantasy Premier League experience.
Adobe Express—a quick and easy content creation app—and Adobe Firefly—with its generative artificial intelligence (GenAI) capabilities—will give fans new ways to create and share PL content and enhance their digital and Fantasy Premier League experience.
Adobe Express, which will also be integrated into the PL’s new website and app, will allow users to easily design unique badges and kits for their favorite Fantasy Premier League teams, along with exclusive PL-themed templates to celebrate their fandom.
Adobe will also rope in Adobe Experience Platform, AI Agents, and other applications, such as Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, Adobe Customer Journey Analytics, and Adobe GenStudio for Performance Marketing, to further enhance experiences.
“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.”
The PL’s digital marketing teams will be able to leverage Adobe GenStudio for Performance Marketing to deliver high-quality, on-brand, personalized marketing campaigns and experiences that activate fan loyalty.
Adobe Experience Platform Agent Orchestrator will help create personalized content and campaigns based on unified fan data.
Adobe Journey Optimizer will enable real-time, personalized, and location-based messaging. It will also enable PL marketing teams to proactively monitor, analyze, and adjust fan journeys, and provide insights into how fans interact across web, app, and email.
Adobe’s Real-Time Customer Data Platform and Adobe Journey Optimizer will help it deliver high-priority news stories and tailored alerts, such as breaking transfers or matchday drama, via web and app push notifications.
“The Premier League is followed by millions of fans around the world—all of whom have very different reasons for doing so,” said Will Brass, the PL’s Chief Commercial Officer.
“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.”
Adobe also published a video on its Instagram account announcing the partnership, with a caption that read, “Adobe 🤝 Premier League. The creative revolution in football is here. Bringing you closer to players, clubs and the league through personalized fan experiences.”
Do you think the Premier League’s partnership with Microsoft and Adobe will inspire other sporting associations to make similar moves?
Let us know in the comments below!
First published on Tue, Jul 15, 2025
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