Premier League partners with Adobe to bring AI-powered, fan-created content

Adobe Premier League

The Premier League is getting a major digital facelift—powered by Adobe. At Adobe Summit London, the league announced a multi-year partnership with the creative software giant to deliver AI-enhanced personalised experiences for fans worldwide, and unlock new tools for self-expression through content creation.

With a global fanbase of 1.8 billion, the Premier League is looking to go beyond just streaming goals and match stats. This partnership brings together Adobe’s marketing, analytics, and creative tools—including Adobe Express, Firefly generative AI, and Real-Time Customer Data Platform—to help fans engage more deeply with their favourite clubs and players.

Fantasy Premier League, a cornerstone of fan engagement, is also getting a refresh. Starting with the 2025/26 season, Adobe Express will be integrated directly into the Fantasy platform, letting fans design their own team badges, kits, and social posts using exclusive templates and AI-powered features like Generate Video, Clip Maker, and Insert or Remove Object.

“Adobe AI technology is empowering passionate fans to shape how they experience and share the unrivalled drama of matchday,” said Rachel Thornton, Adobe’s Chief Marketing Officer for Enterprise. “Thanks to Adobe Express, fans now have creative magic at their fingertips.”

Beyond fan-generated content, the Premier League will tap Adobe’s marketing suite—GenStudio, Journey Optimizer, and Customer Journey Analytics—to deliver real-time alerts, location-based interactions, and behaviour-driven campaigns, all tuned to fans’ individual preferences.

Will Brass, Chief Commercial Officer of the Premier League, said the partnership aims to provide “new creative ways to express their passion for the league” and better serve fans with personalised, relevant digital experiences.