How the NFL Shares Content Without Giving Away the Playbook

NFL Enterprises and Adobe—an Official Partner of the NFL—have partnered to deliver an AI-powered content supply chain designed to help the league and all 32 clubs scale fan experience personalized engagement across digital channels. Achieving this vision requires a content foundation that enables collaboration without sacrificing independence or control.

In this session, learn how the NFL worked with Adobe Support & Services to centralize digital asset management using Adobe Experience Manager (AEM) as a core pillar of its content ecosystem. By bringing the league and all 32 clubs onto a single AEM instance, the teams enabled dynamic permissions, automated metadata and taxonomy, and controlled asset sharing across clubs.

Attendees will see how this approach reduces manual effort, accelerates content delivery, and supports AI-enabled workflows while maintaining strong governance—lessons that apply to any organization managing content across teams or business units.

Key Takeaways:
•    How to design a centralized DAM that supports dynamic, granular permissions at scale
•    Strategies for automating metadata and taxonomy to reduce manual effort
•    Best practices for enabling secure content sharing without duplication

Industry : Retail

Technical Level: General Audience

Track: Brand Visibility and Content Management in the Agentic Web

Content Category: Case/Use Study

Audience : Campaign Marketer, Digital Marketer, Channel Marketer, Content Marketer, Marketer, Project Manager, Product Manager, Operations Marketer , Content Manager, Martech Professional, AI Strategy/Technology , Demand Generation Marketer, Product Marketer