Adobe and Premier League partner to power next chapter of personalised fan experiences.
07-10-2025
From last-gasp winners to top-corner shots from 30 yards, the Premier League knows how to deliver those heart-stopping, unforgettable moments that make it the most-watched (and arguably most-loved) football competition on the planet. With 1.8 billion followers across 189 countries – and over 11.5 million people worldwide playing the wildly popular Fantasy Premier League – its global grip is undeniable.
That’s because no two fans follow the Premier League in quite the same way. Some live for the post-match analysis, obsessing over player heat maps and Expected Goals (xG) stats. Others spend hours every day tinkering with their Fantasy Premier League teams. And, while some follow their club religiously, home and away across the country, others cheer on their favourite player or team from the other side of the world. Here in the USA, the Premier League has become an early weekend morning sports phenomenon, thanks to comprehensive coverage from broadcaster NBC and its Peacock streaming service.
Ahead of the 2025/26 season, Adobe has been named as the Premier League’s Official Digital Fan Experience and Official Creativity Partner, bringing the power of Adobe’s creative, marketing, and AI technology right into the heart of the beautiful game.
Through this multi-year partnership, Adobe will help the Premier League reimagine the digital fan experience for its supporters worldwide – putting the power of personalisation, data, and creativity directly into the hands of fans.
https://video.tv.adobe.com/v/3464750?hidetitle=true&quality=9&end=nothing&captions=eng
Official Digital Experience Partner: Delivering for every kind of fan.
To better understand each of these fan’s unique journeys, Adobe Experience Platform will help the Premier League unify data from across web, app, and Fantasy Premier League to build a connected picture of individual fan preferences and behaviours. Armed with these priceless insights, the Premier League can deliver tailored updates, matchday alerts, and curated content that reflect how each supporter wants to engage.
"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. "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. Our partnership aims to enrich the fan experience and providing them with new creative ways to express their passion for the league.”
Official Creativity Partner: Putting creativity in the hands of fans.
Being a modern, digitally active football fan is as much about sharing your passion as it is about watching the match. From memes and GIFs to social posts discussing the latest transfer gossip, fans are constantly creating content that reflects their unique voice and club loyalty.
As Official Creativity Partner, Adobe is giving these creators the tools to go further. From crafting custom Fantasy Premier League team badges using Adobe Firefly generative AI to designing matchday graphics through Adobe Express, fans now have access to professional-grade creative tools – simplified for every skill level. It’s a new chapter in football fandom, where creativity becomes just as expressive as the game itself.
“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. Our partnership aims to enrich the fan experience and providing them with new creative ways to express their passion for the league”
Will Brass
Chief Commercial Officer, Premier League
Of course, this partnership isn’t just about enhancing matchday – it’s about enriching the entire Premier League ecosystem with smarter content, stronger insights, and better experiences for everyone involved.
As part of the partnership, Adobe will enable the Premier League to:
- Deepen fan engagement and personalise the Fantasy Premier League experience: Adobe will give fans new ways to express their 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 and use exclusive Premier League-themed templates to celebrate their fandom.
- Create on-brand marketing campaign content at scale with generative AI: With Adobe GenStudio for Performance Marketing, Premier League’s digital marketing teams will be able to 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, ensuring only the most relevant updates reach them. It’s a smarter, more personal way to stay connected to the game fans love.
- Engage fans in the moment: In the future, Premier League could use new agentic capabilities, underpinned by Adobe Experience Platform Agent Orchestrator, to make it quicker and easier for the Premier League to create personalised content and campaigns based on unified fan data. Adobe Journey Optimizer, today will enable real-time, personalised messaging triggered by variables like geolocation and behavioural insights – such as sending a location-based push notification or in-app experience when fans enter a stadium, or send emails to Fantasy Premier League managers to highlight player performance. The Journey agent in Adobe Journey Optimizer will help the Premier League proactively monitor, analyse and adjust fan journeys.
- Activate fan loyalty: Adobe Customer Journey Analytics, including the recently released Data Insights Agent, will provide the Premier League with a clearer view of how fans interact across web, app and email – enabling more accurate attribution and insight into what content drives fan loyalty, engagement and conversion. For example, serving fans video content that focuses on their favourite player, rather than an entire team.
Building on a legacy of sports innovation.
This announcement marks another major milestone in Adobe’s growing commitment to redefining the fan experience, making it deeper, richer, and more personalised for each fan. Whether with EA SPORTS, the NFL, Major League Baseball, the National Women’s Soccer League, PGA TOUR, or the Women’s FA Cup, Adobe is thrilled to be on this journey with fans everywhere. And now with the Premier League, we’re proud to help one of the most loved and watched competitions in the world deliver experiences as dynamic and thrilling as the football itself.
To learn more about Adobe’s partnership with the Premier League in the official press release here.
Rachel Thornton is the chief marketing officer for Adobe’s enterprise business. She is committed to helping businesses create amazing customer experiences at the intersection of marketing, creativity, and AI. Thornton develops marketing, messaging, positioning strategies, and activations that expand awareness of Adobe as the world’s best marketing and AI platform for delivering brand-changing customer experiences. Her team amplifies Adobe’s unique enterprise story in ways that energize, celebrate, and empower CMOs and experience makers worldwide.
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