The National Football League (NFL) and Adobe have announced they will be partnering to produce AI-generated content to create personalised ‘fan experiences’.
The NFL has said the partnership will bring players closer to their fans through providing content and engagement at scale to international audiences.
Adobe Express Platform and applications, including Adobe Express and Firefly, will be used by marketing teams at the NFL to create more personalised content and experiences, the league explained.
This includes the creation of NFL-themed templates, created with Adobe Express, that fans can share on their social media channels.
“Everything we do starts with the fan – and today’s fans, especially the next generation, want to engage on their terms, in ways that are deeply personal, expressive, and uniquely their own,” said Tim Ellis, chief marketing officer of the NFL.
“Through our expanded partnership with Adobe, we’re unlocking new levels of creativity, connection, and customisation that empower fans to not only feel closer to the game but also become creators and storytellers of their own NFL journeys.”
This collaboration is a part of the NFL’s Technology Innovation Hub, a strategic tech initiative aimed at bringing new tech into all areas of American football.
In addition to personalised and fan-generated content, the NFL said it will use Adobe products to bolster event engagement through interactive experiences
The partnership will come into play throughout the 2025 NFL season, which begins in August.
“We could not be more excited to become an Official Partner of the NFL and bring the best of Adobe technologies to NFL fans globally – inside and outside the stadium,” said Rachel Thornton, SVP and chief marketing officer of Adobe Enterprise.
“Together, we are bringing the next level of NFL fan experiences to life, with the shared goal of driving engagement through both digital and physical journeys, while enhancing fan creativity and content creation like never before.”
