Premier League and Adobe Team Up to Transform Fan Experience With AI-Powered Creativity and Real-Time Personalization

At the Adobe Summit in London, two global powerhouses—Adobe and the Premier League—announced a multi-year partnership set to redefine how 1.8 billion fans worldwide connect with their favorite football clubs, players, and matchday moments.

The collaboration is more than just tech enablement—it's a strategic digital transformation fueled by AI, personalization, and creativity tools that give fans new ways to engage, express themselves, and stay plugged into the action, both on and off the pitch.

“This partnership with Adobe gives us the tools to better understand and deliver what our fans need and want digitally,” said Will Brass, Chief Commercial Officer at the Premier League.

Personalization Gets Tactical

At the heart of the deal is Adobe Experience Platform and its suite of AI-powered apps—including Adobe Journey Optimizer, Real-Time CDP, and Customer Journey Analytics. These tools will help the League transform every interaction into a personalized moment, from push notifications for matchday drama to tailored content suggestions based on fan preferences.

Expect push alerts for key transfers, location-aware in-app experiences, and smarter email campaigns highlighting your Fantasy Premier League captain’s latest heroics—all powered by Adobe’s Agent Orchestrator and Journey Agent.

Creativity Meets Fandom

For Fantasy Premier League managers and casual fans alike, the real standout is Adobe’s Express app and Firefly generative AI. Fans can now:

• Design custom team badges and kits

• Create highlight reels and short-form social clips using AI

• Edit images with tools like Insert/Remove Object

• Access exclusive Premier League templates for fast content creation

These tools will be natively integrated into the Premier League’s new website and app starting with the 2025/26 season, giving fans the ability to express their passion in real-time, no editing expertise required.

“Adobe AI is empowering passionate fans to shape how they experience and share the unrivaled drama of matchday,” said Rachel Thornton, CMO, Enterprise at Adobe.

For Marketers: Scale Meets Speed

Adobe’s GenStudio for Performance Marketing allows the Premier League to create on-brand content at scale. Marketers can spin up personalized campaigns faster, using AI to automate design elements, tailor messages, and track which creative assets drive the most engagement or conversion.

And with Customer Journey Analytics and the new Data Insights Agent, the League can pinpoint which content drives loyalty, clicks, and emotion—whether it’s a goal montage of your favorite player or a behind-the-scenes look at your club's training ground.

The Premier League isn’t just the world’s most-watched football competition—it’s a digital juggernaut, reaching 900 million homes in 189 countries. Fans no longer follow the League in the same way. Some want real-time stats. Others crave memes, highlight reels, or fantasy bragging rights. Adobe’s tech now makes it possible to deliver the right experience to the right fan—at the right moment.

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