NFL, Adobe Enhance Alliance: ‘New Level Of AI-Powered Fan Experiences’

NYSJ Sports-Entertainment Business News ServiceApril 23, 2025: Describing it as a “partnership that strengthens the connection fans have with their favorite NFL players and teams,” the NFL said it has signed an expanded global partnership with Adobe — including Adobe being named an official partner of the NFL — that “combines AI, creativity and marketing to deliver a new level of AI-powered fan experiences.”
The partnership is a development of the NFL Technology Innovation Hub, a new strategic initiative that “integrates cutting-edge technologies into all aspects of football, including fan engagement.”
Financial terms were not made available.
The company said Adobe Experience Platform and applications, including Adobe Express and Adobe Firefly, would “empower the NFL to generate fan content and engagement at a new scale.”
“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,” Tim Ellis, NFL CMO, said via the league.
“Through our expanded partnership with Adobe, we’re unlocking new levels of creativity, connection, and customization that empower fans to not only feel closer to the game but also become creators and storytellers of their own NFL journeys.”
Adobe said its Experience Platform “enables the league and all 32 clubs to scale meaningful fan personalization end-to-end through project management, audience and campaign development, creative production, performance optimization and localization and translation – powered by Adobe Journey Optimizer, Firefly, Customer Journey Analytics and Workfront.People will soon be able to access new NFL-themed templates in Adobe Express. For the first time, they will be able to remix and download or share on their channels to show excitement for their favorite teams.
NFL events will have live interactive experiences, which are enhanced with the NFL OnePass app.
More than 140 social media Live Content Correspondents will be able to utilize such Adobe Creative Cloud products as Photoshop, Lightroom, Premiere Pro as well as Adobe Express for all content creation, editing and scaling. LCCs capturie content shared across brand channels that fans love, including real-time video and photo content from every game, exclusive NFL creator content and “helmets off” player content.
“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,” Rachel Thornton, Adobe Enterprise svp and CMO, said via the company.
“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.”
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