Adobe has entered into a multi-year global partnership with the Premier League, positioning itself as the Official Creativity Partner and Digital Fan Experience Partner. This collaboration was announced at the Adobe Summit in London and is aimed at revolutionising fan engagement through creative and data-driven digital experiences.

The partnership will see the integration of Adobe Express, powered by Firefly, into the Premier League app and website for the 2025/26 Fantasy Premier League season. This integration will allow fans to design and share custom kits, badges, and content using exclusive Premier League templates. Additionally, the Premier League will leverage Adobe's enterprise tools to deliver real-time, personalised content and match alerts tailored to fan preferences and behaviours.

Adobe's Firefly generative AI, which is trained on a dataset of licensed content and public domain content where copyright has expired, will play a significant role in this initiative. The Adobe Experience Platform will be utilised to deliver personalised experiences to the Premier League's 1.8 billion global fans. Furthermore, Adobe's tools will enable the Premier League to create on-brand marketing campaign content at scale using generative AI.

Real-time, relevant news alerts will be delivered to fans via web and app push notifications, customised to individual preferences. Adobe Customer Journey Analytics will provide insights into fan interactions across web, app, and email, thereby enhancing fan loyalty and engagement.

CMO of Enterprise at Adobe, Rachel Thornton, commented, "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."

Chief Commercial Officer at the Premier League, Will Brass, added, "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."