Latest news with #WillBrass
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.
The Star
04-07-2025
- Business
- The Star
Microsoft signs deal to power Premier League's AI tools
A five-year 'strategic partnership' will see the UK football league, the world's most watched, migrate its 'core technology infrastructure' to Microsoft's Azure cloud-computing service, the company and league said in a statement. — AP Microsoft Corp has signed a cloud computing deal with the Premier League, a pact that will let the software company tout its AI technology to a captive audience of sports fans. A five-year "strategic partnership' will see the UK football league, the world's most watched, migrate its "core technology infrastructure' to Microsoft's Azure cloud-computing service, the company and league said in a statement on July 1. The Premier League's mobile apps and website will feature an artificially intelligent chatbot powered by Microsoft's AI services, as will the league's fantasy games. "This is the future of football,' Microsoft UK chief Darren Hardman said in an interview with Bloomberg Television. "It's data-driven drama, it's smarter stats, it's deeper stories, it's a better connection of the fan to what's going on.' He and Will Brass, the Premier League's chief commercial officer, declined to discuss the financial terms of the deal. Oracle Corp previously provided cloud-computing services to the league, but the arrangement expired at the end of the season earlier this year. Technology and sports marketing tie-ins are a crowded field, particularly in global football. Microsoft's Copilot brand is the sponsor for Beyond Stats, a service that provides game and team analysis for fans of Spain's top football division, La Liga. The stats that pop up during Germany's Bundesliga are festooned with the Amazon Web Services logo. Such deals are prized by technology companies because sports is the rare entertainment that people still watch live. In the 12 years since Microsoft struck a deal with the National Football League to place its tablets in the hands of team coaches, the tech industry has looked for creative ways to go beyond plastering their brand names on league signage. – Bloomberg
Bloomberg
01-07-2025
- Business
- Bloomberg
Microsoft Will Power Premier League's AI Tools in Branding Push
Microsoft has signed a cloud computing deal with the Premier League, a pact that will let the software company tout its AI technology to a captive audience of sports fans. Microsoft UK CEO Darren Hardman and the Premier League Chief Commercial Officer Will Brass join Caroline Hyde and Ed Ludlow on 'Bloomberg Tech.' (Source: Bloomberg)
Daily Mail
03-06-2025
- Business
- Daily Mail
First look at Puma's new Premier League ball as Nike's 25-year partnership comes to an end... but will it please Mikel Arteta after his bizarre Carabao Cup complaints?
Puma have unveiled their first-ever Premier League ball for the 2025-26 campaign, following the start of their new lucrative deal. Following 25 years of partnership, the Premier League opted to end their ball deal with Nike at the end of last season. Puma are already the manufacturer of both the LaLiga and Serie A ball, while the Puma Orbita 1 was also in use in the Carabao Cup last season. And now the sportswear brand have premiered the Orbita Ultimate PL for the very first time. The ball will be in use for the Premier League's Summer Series pre-season event in July, before the the top flight kicks off on August 16. 'The launch of the new ball, which will be seen in play for the first time during the Premier League Summer Series, marks the beginning of an exciting new chapter,' said the Premier League's Chief Commercial Officer, Will Brass. A world 𝙥𝙧𝙚𝙢𝙞𝙚𝙧𝙚 🎬 @premierleague x @pumafootball 🤝 — PUMA Football (@pumafootball) June 3, 2025 'We are thrilled to welcome PUMA as a key partner in our efforts to enhance the Premier League, both on and off the pitch. We can't wait to see the ball in action, delivering unforgettable goals and moments for players and fans alike.' Puma's match ball hit controversy last season in rather bizarre fashion, following Arsenal's Carabao Cup semi-final first-leg defeat to eventual winners Newcastle. During the game, in which they lost 2-0, the Gunners failed to score despite having 23 shots at goal. But rather than blame his sides poor finishing that night at the Emirates, Arsenal boss Mikel Arteta took aim at the way the ball moved. He said: 'We also kicked a lot of balls over the bar, and it's tricky that these balls fly a lot so there's details that we can do better. 'It's just different. It's very different to the Premier League ball and you have to adapt to that. It flies different... when you touch it, the grip is very different as well so you have to adapt to that.' It's a ball that Arteta is going to have to get used to seeing his players kick about when they bid to upgrade their second-placed finish next season.
