Adobe and Premier League partners to enhance football fan experience –

Adobe and the Premier League announced a multi-year partnership to bring new AI-powered personalised digital experiences to fans around the world. The partnership is expected to provide new opportunities for fans to express their creativity. Adobe’s partnership with the Premier League will bring the League’s 1.8 billion fans around the world closer to their favourite clubs, players and moments through personalised experiences based on their unique interests.

The Premier League is planning a major digital transformation utilising Adobe Express – Adobe’s content creation app supporting fan engagement. Firefly the company’s generative AI, will also give fans new ways to create and share Premier League content. Both tools are expected to enhance fans digital and Fantasy Premier League experience.

Adobe Express will be integrated into the Premier League’s new website and app for the 2025/26 Fantasy Premier League season. Designed to be commercially safe, Firefly is only trained on a dataset of licensed content with permission, such as Adobe Stock, and public domain content where copyright has expired.

Firefly features, supporting Adobe Express, enables fans to design unique badges and kits for their favourite Fantasy Premier League teams. They will also be able to share their passion with the world.

Allowing fans to showcase their passion

Fantasy Premier League managers and Premier League fans will be able to showcase their passion beyond the game. They will be able to create and share standout social content with exclusive Premier League templates in Adobe Express. Adobe Express takes fan-created content to the next level; easy-to-use AI-powered features.

This includes Generate Video and Clip Maker that let fans create images and videos from a simple prompt. This includes long-form videos which can automatically cut them down into short, attention-grabbing clips made for social media. Fans can also edit their own images with AI, using Insert or Remove Object to add new elements to photos or to remove clutter.

The most followed football league in the world

As the most followed football league in the world, the Premier League is watched in 900 million homes across 189 countries. Each fan has their own unique connection to clubs and players. Moreover, with their own preferred way of following the action on the pitch, matchdays and throughout the season.

“Adobe AI technology is empowering passionate fans to shape how they experience and share the unrivalled drama of matchday. This will be achieved through real-time news updates and fan-created content that stands-out on social media.

“This is thanks to the creative magic of Adobe Express,” said Rachel Thornton, CMO, Enterprise at Adobe. “It will bring 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. In addition to the creative capabilities to express their love of the game.”

“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, Chief Commercial Officer at the Premier League. “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 fan experiences and providing them with new creative ways to express passion for the league.”

Key partnership features include:

• Adobe will give fans new ways to express passion for their favourite teams, players and moments through new creativity features. Fantasy Premier League managers will be able to use Adobe’s Firefly generative AI to create personalised badges and kits for their teams in Adobe Express. Furthermore, they will be able to use exclusive Premier League-themed templates to celebrate their fandom.
• Create on-brand marketing campaign content at scale with generative AI: Premier League’s digital marketing teams can use AI models to accelerate the delivery of high-quality, on-brand, personalised marketing campaigns.
• Real-time, relevant news alerts: Premier League fans will never miss a moment that matters. With Adobe’s Real-Time Customer Data Platform and Adobe Journey Optimizer, high-priority news stories—such as breaking transfers or matchday drama—will be delivered instantly via web and app push notifications.These alerts are tailored to each fan’s preferences and consent settings. This ensures only the most relevant updates reach them. Adobe says it’s a smarter, more personal way to stay connected to the game fans love.

Engage fans in the moment:

Enterprise Times: What this means for businesses

Adobe is one of the global leaders in digital experiences and creativity. However, it has been quite slow in its involvement in one of the most passionate forums for human engagement – sports. To name a few, IBM has been supporting the digital experience of Wimbledon for years. Infosys has a partnership with Roland-Garros to push digital experience boundaries of the tennis tournament for players, fans and broadcasters.

Infosys has also built an AI-powered Fan Customer Data Platform for Formula E to unlock fan engagement and personalisation opportunities. Alternatively, Software AG’s partnership with The Electric Racing Academy (ERA), the world’s first all-electric entry-class, single-seater formula racing series.

So, Adobe has been pretty slow coming to the table of enhancing fan engagement and digital experiences. The company’s creativity, marketing and AI technology will be central to the Premier League’s digital transformation. It is expected to unlock new ways for fans to create and share Premier League content. Engage with their Fantasy Premier League teams and enjoy more personalised digital experiences.

With Adobe Experience Platform the company certainly has the tools for the job. AI Agents and a cupboard full of applications to help reimagine the fan experience. This partnership is seriously sensible and exciting and should bring fans much closer to the action, however they watch, wherever they are.