The NFL and Adobe Team Up to Personalize the Fan Experience

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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.”

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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.

The 2025 NFL Draft has its pick of brands as sponsorships, and NIL deals pack Green Bay with corporate partners.

Fans will be able to experience the benefits of the NFL and Adobe’s partnership throughout the 2025 NFL season.

“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, svp and chief marketing officer of Adobe Enterprise, said. “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.”

The news comes amid several other NFL partnership announcements. Recently, the NFL announced a long-term partnership with Under Armour to make the athletic apparel company an official footwear and glove partner for the league. Meanwhile, the league also partnered with brands such as Snickers and Opendoor ahead of the 2025 NFL Draft.