Bringing fans closer to the game, how Adobe powers fan engagement for the Premier League.

A year ago, Adobe was proud to be named as the Premier League’s Official Creativity Partner and Official Digital Fan Experience Partner. Together with the Premier League, we set out to re-imagine the digital fan experience using Adobe’s creative, marketing, and AI technology and bring its 1.8 billion global fans closer to their favorite clubs and players through personalized experiences.

After an exhilarating start to the 2026/27 season, that saw champions, Arsenal beginning their title defense with a 3–0 win, and newly promoted Hull City marking their return with victory over Manchester United, let’s reflect on what we achieved last season.

Together with the Premier League, we’re delivering on the ambition to re-imagine the fan experience. From reaching millions of fans with contextually relevant, personalized communications and breaking news alerts, to inspiring fans to create their Fantasy Premier League (FPL) teams after receiving in-app messages, customized for them with Adobe Journey Optimizer, Adobe’s CXO technology is helping the Premier League create deeper, more meaningful connections with football fans around the world.

Growing fan engagement: The 2025/26 season in review.

At the heart of the Premier League’s fan personalization and experience orchestration, is Adobe Experience Platform, the enterprise foundation for digital customer engagement. With the help of Adobe Real-Time CDP, Adobe Journey Optimizer and Adobe Customer Journey Analytics, the Premier League can now connect fan data, insights, audiences and journeys, to deliver and measure personalized experiences at scale across its web, app and Fantasy Premier League properties.

We saw the impact of highly personalized customer journeys across all Premier League’s properties in the run up to the 2025/26 season and the Fantasy Premier League deadline. Adobe Journey Optimizer delivered timely pop-up messages across the Premier League’s web and app experiences, encouraging fans to create their Fantasy Premier League teams. 34% of fans who engaged with the notification went on to create a team and fans who only saw the pop-up message but didn’t click were still nearly three times more likely to create a team than the general audience, showing how even a simple, well-timed message can turn interest into action.

Last season, the Premier League also worked with Adobe to enhance Fantasy Premier League Gameweek communications, personalizing them with details about their team such as captain choice, total points, and relevant news. Across the 2025/26 season, Premier League reached 5.5 million unique fans every Gameweek, totaling more than 200 million personalized communications across the season. Fans who clicked through also viewed nearly twice as many web pages as those who didn’t, showing that greater relevance didn’t just drive traffic, it made fans engage more deeply with Premier League content.

The Premier League is now taking fan engagement a step further by using real-time fan behavior to understand intent and identify the right moment to get supporters to opt-in to hear directly from the clubs they care about. Using Adobe Journey Optimizer, the Premier League was able to move beyond broad segmentation, using richer behavioral signals to recognize when fans were showing interest in a club and deliver the opt-in request at the most relevant time. This led to four-times more fans seeing the prompt, and an 81% uplift in opt-ins, helping the Premier League to deliver on its mandate to share engaged fan data with clubs.

But engagement isn’t only about reaching fans with the right message at the right time, it’s also about giving them new ways to participate in the game they love. As Official Creativity Partner, Adobe put its AI-powered creative tools directly into the hands of nearly 13 million Fantasy Premier League managers for the very first time. From creating social-first content showing the Gameweek’s top 5 players, countdowns and watch party posts, and Starting XI graphics, to shareable Gameweek Recaps using exclusive Premier League templates in Adobe Express, Adobe gave millions of fans around the world more personal and creative ways to share their successes.

What’s next for Adobe and the Premier League in the 2026/27 season?

Over the past year, through data, personalization and creativity, the Premier League’s digital fan experiences are now more relevant, engaging and interactive, turning single moments into lifelong loyalty.

As the 2026/27 season gets underway, there’s even more to come. As the Premier League’s new streaming service – Premier League Plus – launches in Singapore, Adobe Experience Platform will support more personalized subscriber journeys. Using real-time fan and purchase data, processed through Real-Time CDP, Adobe Journey Optimizer can tailor welcome, onboarding and upsell experiences based on a fan’s behavior. For example, recognizing when someone has purchased multiple 24-hour passes and may be better suited to a monthly or annual subscription.

That same approach will extend across the Premier League’s wider app and web experiences. Adobe will power more insight-driven, personalized journeys, helping fans discover more relevant news, match reports and content based on their behavior, interests and club preferences.

Adobe Express branding will also feature on the fourth official boards at every Premier League match, held up for every substitution and to show time added on at the end of every half. This won’t just be seen by fans in the stadium, but also by audiences watching on Premier League broadcast channels around the world.

Fans can get creative off the pitch, too. This season brings a new and expanded range of Premier League templates in Adobe Express, with fresh designs for everything from Season Predictions to forecasting the final table, all brought together in a new ‘Create your own’ hub on the Premier League website.

Using creative experiences, richer fan insights and more intelligent orchestration to make every interaction feel more personal, we’re excited to bring more Premier League fans around the world closer to the game they love.

Learn more about how Adobe and the Premier League are reimagining the digital fan experience.