Adobe and the Premier League recently announced a multi-year global partnership at the Adobe Summit in London, geared to personalize the fan experience through AI-powered tools. The collaboration will leverage Adobe’s creativity, marketing, and AI platforms to allow fans across the world to engage more deeply with the League, express their fandom in new ways, and enjoy a more tailored Fantasy Premier League experience. By integrating Adobe’s technologies, the Premier League hopes to offer fans innovative content creation features and an immersive digital ecosystem.
A major component of the initiative is Adobe Express, a content creation app that will be embedded into the Premier League’s revamped digital platforms for the 2025/26 season. Paired with Firefly generative AI, fans will have access to safe and user-friendly tools to design customized Fantasy Premier League kits, badges, and other shareable content.
The partnership will also see AI features such as Generate Video and Clip Maker, enabling fans to turn text prompts into short-form videos and images optimized for social media. With capabilities to add or remove objects in photos, fans can personalize content, empowering fans to become creators, not just consumers, of Premier League content, transforming how they represent their teams, celebrate victories, and relive their favorite moments.
Adobe Chief Marketing Officer Rachel Thornton said, “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.”
Premier League Chief Commercial Officer Will Brass added, “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.”
Read more here: https://news.adobe.com/news/2025/07/adobe-premier-league-kick-off-creative-revolution-global-fanbase