Adobe and Premier League to deliver AI-powered fan experiences

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Image credit: Christian Bertand / Shutterstock.com

The Premier League has announced a multi-year partnership with Adobe to deliver personalised, AI-driven digital experiences for its global fanbase and create new ways for supporters to engage with the world’s most-watched football league.

As part of the collaboration, Adobe will become a key technology partner in the League’s digital transformation, using its creativity, marketing, and AI tools to make content creation and fan engagement more interactive and tailored than ever.

At the centre of this transformation is Adobe Express, an easy-to-use content creation app powered by Adobe Firefly generative AI. Fans will be able to design personalised badges and kits for their Fantasy Premier League (FPL) teams, edit photos, and share standout content on social media using exclusive Premier League templates.

This new functionality will launch on the League’s updated website and app for the 2025/26 Fantasy Premier League season.

Firefly, trained on licensed and public-domain datasets, ensures all generated content is commercially safe. Combined with features like Generate Video and Clip Maker, fans can turn simple text prompts into engaging images, videos, and even short-form social media clips.

Adobe’s tools will also allow the Premier League to deepen fan engagement. Real-Time Customer Data Platform and Journey Optimizer will enable the League to deliver relevant, location-based push notifications, such as matchday updates when fans enter a stadium, or personalised emails highlighting FPL player performance.

Marketing teams at the League will benefit from Adobe GenStudio, which uses generative AI to quickly produce high-quality, on-brand content and campaigns.

Meanwhile, Adobe Customer Journey Analytics will give the Premier League better insights into fan preferences, helping tailor content to individual supporters based on their favourite players, teams or moments.

This partnership extends to supporting international fans with AI-powered translations and delivering real-time updates across devices, ensuring that supporters around the world never miss a key moment from the action.

Rachel Thornton, CMO, Enterprise at Adobe spoke about the importance of Adobe’s technology creating ‘magical’ moments for Premier League fans.

“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,” Thornton said in a press release.

“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.”

Will Brass, Chief Commercial Officer at the Premier League echoed a similar sentiment, mentioning  the importance of improving the fan experience.

“The Premier League is followed by millions of fans around the world – all of whom have very different reasons for doing so,” Brass said in a press release.

“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.”

This collaboration marks a major step forward for the Premier League’s digital ambitions.

By combining cutting-edge AI and creative tools, the Premier League is set to deliver more immersive, interactive, and personalised experiences to football fans everywhere.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Arsenal x Meta: The Tech-Driven Fan Revolution You Didn’t See Coming

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Image Credit: Olubukola Ozone Olanrewaju / Facebook.com

The current Premier League leaders announced last week the start of a new partnership with Meta, which will see WhatsApp and Facebook unite fans across the world.

A global partnership

The partnership between Arsenal and Meta will aim to bring fans together from across the world in digital spaces.

While WhatsApp and Facebook are already popular platforms for football fans to talk, review and connect over the course of a season, the new initiative will build on this existing engagement.

Head of Marketing for Meta Consumer Apps, Vivian Odior, outlined why a partnership with Meta contributes to the overall fan experience.

“We know that being an Arsenal supporter doesn’t start at kick-off and end at the final whistle,” Odior said via Arsenal’s Official Website.

“WhatsApp and Facebook are where that year-round passion lives – the transfer speculation, the tactical debates, the shared memories and hopes for next season.”

Indeed, as Arsenal looks to clinch a first league title since 2004, there will be plenty of discourse and conversation between fans in the coming weeks.

 

What can fans expect?

The digital space presents endless opportunities for football supporters to connect across continents.

Arsenal fans will be able to access an extensive range of new digital experiences, as well as activations at the Emirates Stadium throughout April.

But beyond the unique offers and experiences the partnership provides, there is a fundamental sense of community and family driving the project. Chief Commercial Officer at Arsenal, Juliet Slot, explained the importance of having digital spaces to allow fans to feel a part of the Arsenal family.

“Our partnership with Meta builds on how our supporters already come together, wherever they are in the world, and will create more ways to feel closer and more connected to our club,” Slot said via Arsenal’s Official Website.

“As we continue to compete to win major trophies, partnerships like this play an important role in supporting that ambition and strengthening our connection with supporters.”

 

The modern game

Furthermore, the expansion of digital spaces for Arsenal fans highlights a new era for the game as a whole.

As social media grows, the game must keep pace. And with so many fans across the world engaging with digital spaces, establishing a partnership with Meta is a step into the future where football and social media intersect more than ever.

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