- Adobe partners with Premier League to elevate digital fan experience
- Three pillars: Creativity, Data, AI
- Signals a shift toward DTC sponsorship strategies
Deals show where properties are heading.
As society evolves, so must partnerships.
The LA28 Olympics recently secured an air taxi service for spectators, aiming to offer 10–20-minute flights at a premium-Uber price.
Sponsorship gives clubs, leagues and federations an opportunity to modernize their product with the support of brands.
The Premier League is a great example.
In addition to traditional partners like banking (Barclays) and beer (Guinness), the world’s most-watched league has strategic deals in gaming (EA Sports), cloud and AI (Microsoft), and fantasy sports (Sorare).
Serie A, on the other hand, reflects a different profile of partners. Besides EA Sports, it includes sponsors from sectors such as transport, energy and betting.
The Premier League’s latest fan-focused deal is with Adobe, now its Official Digital Fan Experience and Creativity Partner.
But what does Adobe have to do with football fans?
How will it connect with 1.8 billion followers across 189 countries?
The partnership is built on three pillars — Creativity, Data and AI — enabling the Premier League to:
01 Enhance fan engagement by personalizing the Fantasy EPL experience. Using Adobe Firefly, fans can create custom badges and kits on Adobe Express.
02 Scale personalized marketing through Adobe GenStudio’s for Performance Marketing generative AI tools for campaign creation.
03 Send real-time news alerts on transfers and matchday events with Adobe’s Real-Time CDP and Journey Optimizer.
04 Accelerate content production using geolocation and behavioral insights to deliver timely messaging via Agent Orchestrator.
05 Strengthen fan loyalty with Customer Journey Analytics, helping monitor attribution, engagement, and conversion in a more holistic way.
For the Premier League, Adobe brings advanced tools to understand and engage millions of fans globally in a more personalized way.
For Adobe, it’s a high-profile platform to validate and showcase its AI-powered solutions to both B2C and B2B audiences worldwide.
This partnership highlights the growing importance of direct-to-consumer (DTC) channels in today’s hyper-segmented media ecosystem.
In a world dominated by tech giants like Netflix, Amazon Prime or Apple TV, a basic mobile app or a classic fantasy game is no longer enough.
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