Adobe & NFL expand partnership to boost fan engagement with AI

Adobe has announced an expansion of its partnership with the National Football League (NFL) to become an Official Partner ahead of the 2025 NFL Draft, focusing on delivering enhanced personalised fan experiences using Adobe's AI and creative technologies.

The collaboration will utilise the Adobe Experience Platform, Adobe Firefly, and Adobe Express to increase fan engagement across the NFL and its 32 clubs. These tools are expected to empower fans to generate and share content themed around their favourite teams and players, introducing new NFL-themed templates for customisation across social and digital channels.

The initiative will also enhance live event experiences through the NFL OnePass app, which will enable fans to receive content tailored to their specific interests and preferences in real time. In addition, over 140 NFL Live Content Correspondents will leverage Adobe Creative Cloud tools to produce real-time content from the field, including video and photo updates from every game and exclusive creator content.

This expanded partnership builds upon the NFL Technology Innovation Hub, a programme aimed at integrating emerging technologies in all aspects of professional football, with a particular emphasis on engaging fans across multiple platforms and locations.

According to Tim Ellis, Chief Marketing Officer of the NFL, the partnership puts personalised fan experiences at the forefront. "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. Through our expanded partnership with Adobe, we're unlocking new levels of creativity, connection, and customisation that empower fans to not only feel closer to the game but also become creators and storytellers of their own NFL journeys."

Through the Adobe Experience Platform, the NFL and its clubs will orchestrate communications based on known fan interests and digital behaviours across properties such as NFL.com, the NFL App, and NFL OnePass. Adobe Journey Optimizer, Firefly, Adobe Customer Journey Analytics, and Adobe Workfront will support project management, audience and campaign development, creative production, performance optimisation, and localisation.

Fan-generated storytelling is a focal point of the partnership. Supporters will have access to new NFL-themed templates via Adobe Express, allowing them to remix, download or share personalised content to celebrate their teams and players. This initiative marks the first time fans can directly participate in content creation using such tools across NFL platforms.

For live event experiences, the NFL OnePass app will incorporate Adobe technology to deliver curated and individualised content to attendees. Alongside this, fans and content creators are encouraged to use custom NFL-themed Adobe Express templates to express their enthusiasm both online and during events.

The league's content strategy will also benefit from the expansion of the Live Content Correspondents programme, with more than 140 correspondents using Adobe Creative Cloud applications such as Photoshop, Lightroom, Premiere Pro, and Express. These teams are responsible for the rapid creation and distribution of content that appears in brand channels, providing fans with immediate and diverse viewpoints from games and league events.

Adobe's technology will also feature in annual initiatives such as "My Cause, My Cleats," where select NFL players use Adobe products like Firefly and Express to design custom footwear that highlights causes they support. This project is intended to simplify the creative process for players, boosting the visibility of charitable initiatives during dedicated weeks of the season.

Beyond the NFL, Adobe currently works with other prominent sports organisations including Major League Baseball, the National Women's Soccer League, PGA TOUR, and the Adobe Women's Football Association Cup on similar projects to advance digital fan engagement.

Fans will have opportunities to interact with Adobe-powered features and experiences throughout the 2025 NFL season as part of the league's ongoing digital transformation strategy. The partnership is part of the NFL's international expansion and appeal to a new generation of followers, utilising creative and customer experience technology to foster connection and engagement.