Dive Brief:
- The NFL announced an expanded global partnership with Adobe for artificial intelligence-powered fan experiences, some league-generated and some fan-generated, according to a press release.
- As an official partner of the NFL, Adobe’s Experience Platform and applications like Express and Firefly will support the league in generating personalized content meant to bring fans closer to their favorite teams, stadium experiences and promotions.
- Consumers will also be able to remix NFL-themed Adobe Express templates to share on channels including social media and will receive personalized content on the NFL OnePass app. The tie-up comes out of the NFL Technology Innovation Hub.
Dive Insight:
The NFL wants to deepen its engagement with sports fans through an expanded partnership with Adobe for AI-enhanced content. The tie-up, which will exist throughout the 2025 NFL season, comes out of the league’s Technology Innovation Hub, a strategic initiative meant to integrate innovative technologies into all aspects of football, including fan engagement.
“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,” said Tim Ellis, the NFL’s CMO, in release details.
The news, which was unveiled ahead of the 2025 NFL Draft, will enable the NFL to scale personalization throughout the entire fan journey, supporting project management, audience and campaign development, performance optimization and localization. Over 140 NFL live content correspondents (LCCs) will also utilize Adobe Creative Cloud products for all content creation, editing and scaling. The NFL’s LCCs are responsible for capturing content shared across brand channels, including real-time video and photo content and creator content.
For fan-generated storytelling, consumers will be able to access NFL-themed templates in Adobe Express that they can remix and share on their channels to show support for their favorite teams. Additionally, sports fans will receive content tailored to their preferences on the NFL OnePass app, which helps consumers access NFL events, using Adobe technology, an effort that could drive mobile app downloads and support attendance.
The Adobe and the NFL tie-up could help the league grow loyalty among key demographics, particularly younger and digitally driven consumers looking for a curated, aesthetically pleasing social media experience. Such has been the focus for the league, which is working to enhance its social and influencer marketing strategies with moves like expanded creator programs and the appointment of its first-ever fashion editor.
The league has also sought to grow its fan base in other ways. In December, it partnered with entertainment platform Betches Media in an attempt to boost viewership among women. The NFL averaged 17.5 million viewers per game across all of its broadcast networks in 2024, representing a 2% decrease from the year prior, which could help explain some of its recent marketing efforts.
The move also comes as a number of others tap into ongoing interest around AI, including through partnerships with Adobe. In March, The Estée Lauder Companies partnered with Adobe to refine the launch of its digital marketing campaigns through generative AI. The same month, Publicis Groupe expanded its global strategic partnership with Adobe and announced plans to directly integrate the software company’s generative AI into its CoreAI platform.
