Premier League and Adobe ink new deal
Adobe has become the Premier League’s Official Creativity Partner, delivering AI‑driven experiences for UK and global fans at Adobe Summit London.
The agreement had been unveiled at Adobe Summit in London, where Adobe had outlined its role as the Premier League’s Official Creativity Partner.
The organisation had integrated Adobe Express and Firefly’s generative AI into the Premier League’s website and Fantasy Premier League app for the 2025/26 season to assist fans in designing personalised badges, kits and video clips for social sharing.
Adobe had also taken on the position of Official Digital Fan Experience Partner. Using Adobe Experience Platform, including its Real‑Time Customer Data Platform and Journey Optimizer, the organisation had enabled the league to gather and analyse individual fan preferences across digital channels. This had allowed for tailored push notifications, website content, and social experiences targeting UK and international fans.
The partnership gains further relevance in the context of the Premier League’s recent expansion into AI, as evidenced by its five‑year arrangement with Microsoft to deploy Azure‑powered Copilot tools that had been announced last week. That agreement had aimed to deliver real‑time stats and insights to fans while raising questions around data usage within British sport.
Recent reports have revealed that the Premier League has expanded its digital broadcast rights and had been exploring new content delivery models to bolster its media value. As such, the Adobe deal has provided fresh momentum to fan‑centric innovation across the UK and worldwide.
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