For the NFL, every game creates thousands of opportunities to connect with fans — and a growing demand for content that is timely, relevant, and tailored to audiences around the world. As the league expands its global reach and looks to deepen fan engagement, meeting that demand requires more than simply increasing content output. It requires an entirely new way to create, manage, personalize, and deliver content at scale.
That’s why the NFL is working with Adobe to build an AI-powered content supply chain: a connected system of people, workflows, and technology that streamlines how content moves from idea to audience. The goal is to turn the excitement and cultural impact of the game into equally dynamic fan experiences.
With a record of nine international games across four continents this season alone, the NFL’s content demands are growing as fast as its global fanbase. Consider a single Sunday tune-in campaign, the NFL’s large-scale marketing campaign that tells fans when, where, and how to watch Sunday’s games across TV, streaming, digital, social, and international channels. What begins as roughly 6,000 assets can grow to more than 89,000 across 15 languages — and more than 356,000 when adapted across experiences. Work that once demanded enormous manual effort every week can now be orchestrated through Adobe, helping the NFL and its 32 clubs meet growing content demand at the speed today’s fans expect.
Powered by Adobe CX Enterprise, the NFL’s AI-powered content supply chain is enabling more agile, efficient, and personalized storytelling across the league and its clubs. By streamlining how content is produced, localized, governed, and activated globally, the approach has already helped marketers cut content production times from days to minutes — and, in some cases, seconds — giving the league new ways to connect with fans in real time.
By bringing together the applications, AI, and workflows needed to orchestrate every dimension of the customer experience, from content creation and audience intelligence to journey orchestration and analytics, Adobe CX Enterprise provides the foundation for the NFL’s broader fan engagement strategy. That foundation helps the league turn signals across clubs, channels, and fan interactions into personalized experiences for fans around the world.
The challenge of keeping pace with fan demand.
Reaching hundreds of millions of fans across teams, regions, languages, and channels requires far more than great content. It demands a content operation model that’s capable of producing volume and variation without compromising relevance, quality, or control.
Before working with Adobe, three challenges stood between the NFL marketing and creative teams and their content goals.
The NFL’s traditional content workflows simply couldn’t keep up. Manual resizing, localization, templating, metadata application, approvals, and asset management created friction at every turn — making it nearly impossible to deliver culturally relevant experiences across multiple languages, regions, and digital platforms at the speed fans expect.
Then multiply that complexity by 32. Every club has its own audiences, brand identity, business priorities, creative strategies, sponsors, and intellectual property — each requiring a federated system that gives each team autonomy while keeping the entire league moving in sync.
“Scale is everything for our marketing teams,” says Chi Ogbuehi, Vice President of Marketing Technology and Consumer Products at the NFL. “From the way we create campaigns to the way we personalize experiences with AI, our marketers need a content supply chain that can grow and evolve with their expanding fanbase.”
But the biggest hurdle was organizational. The NFL’s marketers knew that AI alone wouldn’t solve their content challenges. To create a durable foundation for speed, growth, and consistency, the league needed to rethink its entire operating model.
Rewriting the AI playbook.
Connecting content, workflows, metadata, and automation across the organization, the NFL has built an AI-powered content supply chain that enables the league and its 32 clubs to create and activate on-brand, campaign-ready content in minutes.
At the center is Adobe Experience Manager Assets and Content Hub, which serves as the NFL’s centralized content foundation and single source of truth, providing metadata management and governance so approved assets are discoverable, reusable, and ready for activation across the league and clubs.
The league uses Adobe Firefly-powered scaled content automation to streamline and accelerate the production of brand-safe content variations across channels, markets, and formats for real-time data-driven creative. Adobe Workfront then connects the planning, production, review, and approval workflows across the content ecosystem.
One example of this new workflow in action is the NFL's AI Template Assistant. Built with Adobe Firefly Creative Production for Enterprise, Adobe Creative Cloud for Enterprise, and embedded within Adobe Workfront, the custom application enables designers to transform approved Adobe Photoshop creative into automation-ready templates that can be reused across campaigns. By connecting directly to NFL data sources and applying metadata and governance rules automatically, the assistant prepares brand-safe assets for production at scale. What once took three to five weeks of manual creative production can now be completed in approximately 15 minutes, enabling designers and marketers to create exponentially more content variations that help connect fans with timely, personalized content about the clubs and players they care about most.
“The tug of war between speed and quality held our marketers back from owning content creation,” says Cole Feldman, Senior Product Manager at the NFL. “AI-powered solutions like Adobe Firefly and Workfront have empowered our teams to produce, personalize, and deliver brand-safe assets faster than ever, while also leveling up their creativity.”
Those capabilities extend beyond content creation into campaign execution with the NFL’s AI Campaign Assistant. The custom application extends template automation from the AI Template Assistant into campaign activation, giving marketers a self-service way to generate high-volume, production-ready content from a single approved creative source. Without requiring design or developer expertise, marketers can scale personalized creative across clubs, channels, and audiences through a governed workflow that spans content creation and distribution, with approved assets managed and discoverable in Adobe Experience Manager Assets.
This approach powers experiences such as Monday Night Football, Primetime Slate, Player Polls, and Team Matchup by automatically pulling NFL schedules, matchup details, team information, and player statistics into approved, campaign-ready templates. Metadata-driven rules ensure the right players, clubs, and supporting assets are surfaced for each experience, while AI-powered automation handles asset tagging, governance, and workflow orchestration behind the scenes.
The result: brand-safe, activation-ready content that can be launched across platforms at game speed, freeing creative and marketing teams to focus on delivering timely, personalized experiences that bring fans closer to the game.
Brand safety without the bottleneck.
The NFL’s integrated content supply chain hasn’t just made content creation faster, but also easier for the league and clubs to collaborate, maintain brand consistency, and focus on the creative storytelling that connects with fans.
To make that collaboration possible league-wide, the NFL adopted a zero-trust visibility model that gives each club access only to approved league assets and its own content. This approach enables all 32 clubs to collaborate through a shared platform while maintaining autonomy, competitive separation, and control over intellectual property. This model, built upon Adobe Experience Manager Assets and automated workflows, enforces strict governance and security guardrails without slowing down creative processes or campaign execution. At enterprise scale, speed only matters if it comes with control.
Turning real-time moments into real-time content.
During live events, like the NFL Draft, content workflows connect directly to NFL data, automatically incorporating draft picks, player imagery, and other real-time information into creative assets. Content that once took three hours to assemble now comes together in four to five minutes — enabling the league to quickly showcase drafted players in their new team uniforms while fan excitement is at its peak.
For the NFL, the opportunity isn’t simply to produce more content in key moments. It’s to build a content ecosystem that continuously learns, adapts, and turns every fan moment into a more relevant experience that deepens fan engagement.
That foundation, built with Adobe, is positioning the league to deliver increasingly real-time personalized experiences as it grows internationally. Looking ahead to the 2026–2027 season, the NFL plans to expand multilingual content production to make fan experiences even more relevant and localized across markets.
“Creating great NFL content is like coaching a great NFL team. It requires us to watch, learn, and adjust on the fly,” Ogbuehi says. “The real-time visibility we’ve gained with Adobe’s AI-powered content supply chain solutions has positioned us to do that, and we’re getting closer to the goal line each day.”
As another season of incredible action kicks off, one thing is clear: the fans who fill stadiums, stream games, and follow their teams across the globe deserve content experiences that match the energy on the field. That’s what a modern content supply chain makes possible — and it’s what we’re helping the NFL deliver, every single game day.
Ready to build a content supply chain for the AI era? Discover how Adobe helps enterprises plan, create, and deliver personalized content at speed and scale.
