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Techday NZ
10-07-2025
- Business
- Techday NZ
Adobe brings AI-powered creative tools to Premier League fans
Adobe has announced a multi-year global partnership with the Premier League as its Official Creativity Partner and Digital Fan Experience Partner, introducing new technology and tools to enhance how fans interact with the League digitally. This partnership is designed to integrate Adobe's digital creativity and marketing technology into the Premier League's fan engagement platforms, with a focus on delivering personalised content and creative opportunities to a global fanbase of 1.8 billion. Digital integration Adobe Express, which features the Firefly generative AI toolset, will be incorporated into the Premier League app and website before the start of the 2025/26 Fantasy Premier League season. This will allow fans to design and share customised kits, badges, and other content using exclusive Premier League-themed templates. Adobe's Firefly AI is described as being commercially safe, trained solely on licensed and public domain content. The integration of Adobe Express will enable users to utilise features such as Generate Video, Clip Maker, Insert, and Remove Object, providing a suite of tools aimed at allowing fans to express their creativity and connect more personally with the sport. These features allow users to generate images and videos from text prompts, create highlight clips for social media, and edit photos directly within the app. Personalised fan experiences The partnership will also see the deployment of Adobe's enterprise technology, including Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, Adobe Customer Journey Analytics, and Adobe GenStudio for Performance Marketing, to enable the Premier League to deliver tailored content and match alerts based on individual fan preferences and behaviours. These capabilities aim to support the Premier League's digital transformation, creating a more connected understanding of fan needs by gathering data from across its digital ecosystem. This data-driven approach is expected to enrich the fan experience and improve engagement through the delivery of relevant news, match updates, and marketing content. Official statements "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." Will Brass, Chief Commercial Officer at the Premier League, said: "The Premier League is followed by millions of fans around the world – all of whom have very different reasons for doing so. 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." Expanded capabilities In addition to creative tools, Adobe's marketing and analytics platforms will support the Premier League in creating on-brand marketing campaign content at scale using generative AI, enabling digital marketing teams to deliver campaigns that are both high quality and personalised. The technology also facilitates the delivery of timely news alerts and real-time updates via push notifications, tailored to each fan's settings. Variables such as geolocation and behavioural insights can trigger personalised messaging, such as location-based notifications when a fan enters a stadium or performance highlights for Fantasy Premier League team managers. Focus on engagement and loyalty Adobe Customer Journey Analytics and its Data Insights Agent will provide the Premier League with further insights into how fans interact with content across platforms, helping to identify which types of content drive loyalty and engagement. This approach will allow for more targeted fan outreach, such as serving video clips focused on fans' favourite players. The partnership aims to give fans greater creative agency and enhance connections between the League and its supporters, aligning with the Premier League's ongoing efforts to engage a diverse and global audience.
Business Wire
24-04-2025
- Business
- Business Wire
NFL and Adobe Launch AI-Powered Fan Experience Partnership
NEW YORK--(BUSINESS WIRE)--The National Football League and Adobe (Nasdaq: ADBE) announced today an expanded global partnership that combines AI, creativity and marketing to deliver a new level of AI-powered fan experiences. Ahead of the 2025 NFL Draft, Adobe is named an official partner of the NFL — a partnership that strengthens the connection fans have with their favorite NFL players and teams through enhanced content and creativity powered by Adobe applications. Adobe Experience Platform and applications, including Adobe Express and Adobe Firefly, will empower the NFL to generate fan content and engagement at a new scale. Whether fans are enjoying the game at home, on the go or in the stadium — this partnership will deliver new personalized content that will bring fans closer to their favorite teams and players, preferred stadium experiences and the promotions they care about most, creating the ultimate fan journey. For the first time, fans will be able to uniquely express their passion for the teams they love with NFL-themed Adobe Express templates that they can easily remix and share on their channels. This partnership is a development of the NFL Technology Innovation Hub, a new strategic initiative that integrates cutting-edge technologies into all aspects of football, including fan engagement. As an official partner of the NFL, Adobe is partnering with the NFL Technology Innovation Hub to make the sport even more engaging for its millions of fans, through tailored digital experiences and elevated content, including cutting-edge innovation in Adobe Firefly to scale video content internationally. This will supercharge the NFL's mission to deliver personalized, engaging experiences for all fans in all markets 'Everything we do starts with the fan — and today's fans, especially the next generation, want to engage on their terms, in ways that are deeply personal, expressive, and uniquely their own,' said Tim Ellis, chief marketing officer of the NFL. 'Through our expanded partnership with Adobe, we're unlocking new levels of creativity, connection, and customization that empower fans to not only feel closer to the game but also become creators and storytellers of their own NFL journeys.' 'We could not be more excited to become an Official Partner of the NFL and bring the best of Adobe technologies to NFL fans globally — inside and outside the stadium,' said Rachel Thornton, SVP and chief marketing officer of Adobe Enterprise. 'Together, we are bringing the next level of NFL fan experiences to life, with the shared goal of driving engagement through both digital and physical journeys, while enhancing fan creativity and content creation like never before.' Adobe and the NFL will partner on marketing technology initiatives, including: Personalized Fan Engagement: Deepening NFL fandom is predicated on orchestrating communications based on known fan interests and behavior across digital touchpoints, such as NFL App and NFL OnePass. Connecting the fan's journey across the NFL ecosystem creates the ultimate fan experience by directly delivering fans the content they want. Adobe Experience Platform enables the league and all 32 clubs to scale meaningful fan personalization end-to-end through project management, audience and campaign development, creative production, performance optimization and localization and translation — powered by Adobe Journey Optimizer, Firefly, Customer Journey Analytics and Workfront. Fan-Generated Storytelling: Fans will soon access new NFL-themed templates in Adobe Express. For the first time, they will be able to remix and download or share on their channels to show excitement for their favorite teams. Elevated Event Experiences: NFL events bring fandom to life with live interactive experiences, which are enhanced with the NFL OnePass app. Building on that experience, fans will receive personalized content on NFL OnePass, powered by Adobe technology, tailored to their preferences. Fans and content creators can also express their passion online with custom NFL-themed Adobe Express templates, crafting unique content to share on social media and celebrate their fandom. Scaling Live Content Correspondents (LCC): Over 140 NFL LCCs will utilize Adobe Creative Cloud products like Photoshop, Lightroom, Premiere Pro as well as Adobe Express for all content creation, editing and scaling. LCCs are responsible for capturing content shared across brand channels that fans love, like real-time video and photo content from every game, exclusive NFL creator content and 'helmets off' player content. 'My Cause, My Cleats' Design: Each year, during a designated week of the season, NFL players can pick a cause or organization of their choosing to represent on a pair of custom-designed cleats worn on the field. Now, Adobe will partner with select NFL players to use Adobe products like Firefly and Express to boost their creativity and make it easier to design customized cleats that help spread awareness for their chosen causes. Fans will start to experience the NFL and Adobe's partnership throughout the 2025 NFL season. About Adobe Adobe is changing the world through digital experiences. For more information, visit © 2025 Adobe. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries. All other trademarks are the property of their respective owners.
Yahoo
23-04-2025
- Business
- Yahoo
NFL and Adobe broaden partnership to court a younger, more global audience
The NFL and Adobe (ADBE) are deepening their ties across the league's various apps in a bid to get the attention of younger fans ahead of the 2025 NFL Draft on April 24. The announcement includes more personalized user experiences across the league's various apps and enhanced options for sharing clutch plays across social media. 'It's that generation of folks who are multi-screen, multi-modal, very social and really being able to give them the content and the experiences to make how they how they engage with and experience [the] NFL that much deeper and that much richer,' explained Adobe Enterprise senior vice president and CMO Rachel Thornton. The partnership, part of the NFL's Innovation Hub, packs NFL-themed templates into Adobe Express for sharing across users' social media platforms and an updated version of the NFL OnePass app that can actively provide users with information like deals on jerseys and other apparel while at a team's stadium. 'What was really exciting about working with the NFL and thinking about this partnership is, how do they take that fan experience to the next level, across all their touch points, but also looking into the future, especially with audiences who will be on multiple screens, multiple devices, how do you bring experience that is sort of like the red thread that runs through all of those devices to make it really cool,' Thornton said. Under the new deal, Adobe will provide the NFL's social media-focused Live Content Correspondents with access to its Creative Cloud products, allowing them to capture, edit, and share gameday content across various social media platforms. The NFL has been using LCCs since 2017 as a means of capturing everything from major plays on the field to player conversations before and after games. 'As fandom continues to reach all-time heights and consumer preferences continue to change and evolve, the way we connect with them needs to evolve as well,' explained Chi Ogbuehi, vice president of marketing technology and consumer products at the NFL. "And so our fans expect more immersive, personalized experiences ... And being able to deliver that level of great engagement requires a new recipe." When you get to the stadium, Ogbuehi said, you'll scan your ticket or QR code, letting OnePass know you're there. That will trigger different types of tailored experiences based on your preferences, whether that's special offers or unique welcome messages if it's your first time at a particular facility. The partnership will also allow the NFL to take advantage of generative AI technologies, including agents that will help the NFL customize how it supports fans around games and deliver more personalized content. 'If I think about my son, who's a huge football fan and he's 16, he engages across a lot of different screens. So it could be a laptop, could be connected TV, but he's also on social media,' Thornton said. 'This is definitely the generation we're talking to. How is he engaging with the content? Whether it's live, whether it's after the game and he's seeing it on [social media], or whether it's during the game and he's sharing it with his friends.' Email Daniel Howley at dhowley@ Follow him on X at @DanielHowley. Sign in to access your portfolio
