Premier League announces partnership with Adobe

The Premier League has announced a multi-year partnership with Adobe, which will focus on providing fans with AI-powered immersive digital experiences.

The partnership will see the US multinational software tech company provide its marketing and AI expertise for the English top flight’s digital transformation, enabling fans to create PL content, while also supporting the Fantasy Premier League and other experiences.

The Premier League will also work towards enhancing fan engagement in the FPL, creating on-brand marketing campaign content at scale with generative AI, providing fans with real-time news updates, and working on fan loyalty programmes.

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Will Brass, Chief Commercial Officer, Premier League, said:

“The Premier League is followed by millions of fans around the world – all of whom have very different reasons for doing so. Adobe is a global leader in digital experiences and creativity, and this exciting partnership provides us with the tools to better understand and deliver what our fans need and want digitally, ensuring we can provide the best of the Premier League directly to them. Our partnership aims to enrich the fan experience and providing them with new creative ways to express their passion for the league.“

Rachel Thornton, CMO, Enterprise, Adobe, added:

“Adobe AI technology is empowering passionate fans to shape how they experience and share the unrivalled drama of matchday, through real-time news updates and fan-created content that stands out on social media, thanks to the creative magic of Adobe Express – the quick and easy content creation app. Bringing the power of Adobe to the most watched football league in the world, fans have new AI-powered ways to engage and experience the moments that matter, and the creative capabilities to express their love of the game.“