I still vividly remember my first visit to the Santiago Bernabéu. The sound, the colour, the sheer intensity of the crowd was unforgettable. Every fan in that iconic stadium felt part of something much bigger than themselves. Those deep emotional connections are what make Real Madrid more than just a football club. It’s a global community of more than 650 million fans that transcends culture and language, built on creativity, passion and belief.

For Adobe, working with a club of this scale and heritage has been both an honour and a creative challenge. Our partnership with Real Madrid has always been about deepening that unique bond between the club and its fans, bringing them closer to the players they love and making them feel a part of the moments that define their story.

That relationship has now entered its next exciting era with Adobe’s AI and agentic technologies powering the personalised experiences for madridistas around the world, providing new creative ways for fans to share their stories.

Building the foundations for global connection.

When we first began working with Real Madrid, our goal was simple: to help the club understand its audience and create more meaningful experiences for fans around the world. Using Adobe Experience Platform, Real Madrid unified fan data from web, mobile and in-stadium channels to create a single, real-time view of its global audience.

The outcome? The club can now give fans a more personalised experience, sharing relevant content and tailored real-time offers linked to the action on the pitch as it happens. It marked a shift from broadcasting generic messages to building personal conversations, setting a new standard for how sporting organisations engage their global fanbases.

The expansion of our partnership takes those capabilities to the next level with Adobe’s AI and agentic technologies powering deeper personalisation and content creation at scale. Real Madrid will now be able to create, localise and deliver content that feels personal to every fan.

The creative engine of Real Madrid.

To bring this ambition to life, Real Madrid has formed a new in-house creative studio powered by Adobe Creative Cloud, Adobe GenStudio, and applications within them including Adobe GenStudio for Performance Marketing, Adobe Firefly Services and Adobe Express. The team fuses creative talent with technology to produce content for advertising, marketing, and the club’s owned and social channels that captures the spirit of the club.

Much like how star players Kylian Mbappé and Jude Bellingham represent the creative heartbeat of Real Madrid on the pitch, the new studio team represents that same energy behind the scenes. It brings together imagination, precision and pace to keep fans connected to every moment, no matter where they are.

For example, our GenAI and agentic capabilities allow Real Madrid to create more content at greater speed, while maintaining its signature look and feel. Workflows that once took days can now be done in minutes. Videos, graphics and social assets can be automatically adapted for different platforms and audiences, from TikTok to Instagram and from Real Madrid TV to the club app.

From spectators to storytellers.

What’s remarkable about Real Madrid’s global fanbase is not just its size but its creativity. From homemade banners in the Bernabéu to digital artwork shared on social media, madridistas have always found ways to creatively express their passion.

Our goal is to give that creativity a platform. With exclusive Real Madrid branded templates in Adobe Express, supporters will soon be able to design and share their own stories. From matchday experiences to highlights and even personalised graphics, every fan will have the tools to tell their story their way, and share it with the world.

This is what makes the next phase of our partnership so inspiring. We’re helping create content for fans, but we’re also helping them create with the club: turning spectators into storytellers.

Personal experiences at global scale.

Real Madrid’s creative evolution is powered by insight. With Adobe Experience Platform, every piece of content can be delivered at the right time, on the right channel and in the right language. Fans who open the club’s app, check their social feeds or attend a match at the Bernabéu will receive messages that reflect their interests, their location and their history with the club.

That blend of immediacy and relevance builds loyalty. It also reinforces Real Madrid’s position as a truly global club that never loses sight of the individual fans who make up its community.

The same intelligence also helps the club’s creative team understand what resonates most, refine future campaigns and ensure every story reaches the right audience.

A shared vision for creativity and culture.

Real Madrid’s influence goes far beyond football. It shapes culture, inspires creativity and brings people together. At Adobe, we believe in that same power: creativity drives connection, bringing meaning to data and bringing emotion to technology.

Our partnership with Real Madrid shows what happens when innovation and imagination work together on the same team. From the creative studio producing content at greater speed to fans designing their own stories, this is a collaboration built on a shared belief: that great experiences come from understanding people and giving them the tools to express who they are.

For me, that first night at the Bernabéu still captures what this partnership is all about. The feeling that everyone - players, coaches, fans and the Real Madrid community - is part of one moment. Together, Real Madrid and Adobe are taking that spirit and bringing it to fans everywhere, helping them experience the club they love in a more personal way than ever before. Hala Madrid.

Find out more about how Adobe is transforming digital fan experiences for the world’ biggest teams, leagues and organisations here.

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