The NFL and Adobe are teaming up to give fans more personalized experiences.
This week, Adobe was named an official partner of the league, and the two organizations announced an expanded global partnership to create AI-powered fan experiences. The collaboration was developed by the NFL Technology Innovation Hub, a new initiative designed to incorporate technology into football and enhance fan engagement.
“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, chief marketing officer of the NFL, said in a statement. “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.”
Through the partnership, Adobe Experience Platform and applications like Adobe Express and Adobe Firefly will allow the NFL to generate personalized content for fans. For instance, fans will be able to access new NFL-themed templates in Adobe Express to show love for their favorite teams by remixing, downloading, and sharing their creations across social media.
Fans will also be able to participate in live experiences, which will be brought to life on the NFL OnePass app, which is powered by Adobe technology and will also provide personalized content.
Meanwhile, over 140 NFL live content correspondents (LCCs) will use Adobe Creative Cloud products like Photoshop, Lightroom, Premiere Pro, and Adobe Express for content creation, editing, and scaling.
Additionally, Adobe will use its Firefly and Express tools to partner with NFL players who will pick a cause or organization of their choice to represent on a pair of custom-designed cleats, which the player will be able to wear on the field.
