Premier League brings in Adobe to revamp fan content and engagement

July 11 – The English Premier League has teamed up with tech giant Adobe in a multi-year partnership that promises to revolutionise how fans interact with the beautiful game online.

The deal sees Adobe become the league’s official digital fan experience and creativity partner – a move that signifies modern football’s relentless march towards personalised, AI-driven content.

Come August and the start of the new 2025-26 campaign, punters will find Adobe Express technology woven into the Premier League’s digital ecosystem. The integration promises to “give fans new ways to create and share Premier League content, and enhance their digital and Fantasy Premier League experience.”

Fantasy Premier League has become nothing short of a national obsession in England. What started as a bit of fun between mates has exploded into a phenomenon played by millions across the UK, with office bragging rights and pub debates hanging on every captain’s armband decision.

The real kicker, no pun intended is Adobe’s Firefly AI service, which will let Fantasy managers design their own kits and badges. A big change from the current format where managers are given a standard template.

Will Brass, the Premier League’s chief commercial officer, was bullish about the tie-up: “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.”

This Adobe announcement follows hot on the heels of the league’s five-year strategic partnership with Microsoft, struck earlier this month. That deal sees Microsoft’s ‘Copilot’ AI integrated across the Premier League’s digital platforms, powered by Azure OpenAI technology. Fans will get instant access to player stats, team data, and historical competition information through the official app and websites, complete with multi-language translations.

It’s another sign of how the Premier League continues to flex its commercial muscles in the digital space, staying miles ahead of its European rivals when it comes to fan engagement technology.

Adobe isn’t putting all its eggs in one sporting basket either. The company expanded its NFL partnership in late April with a similar arrangement, while in English football, they’re already the title sponsor of the Women’s FA Cup – a deal GlobalData Sport values at £1 million annually through the 2025-26 season.

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