Dive Brief:
- The NHL signed a deal with Adobe that makes the tech company an official creative, marketing and artificial intelligence partner of the league ahead of the 2026-27 season, according to a press release.
- The deal gives the NHL and its 32 clubs access to Adobe CX Enterprise, an agentic AI platform designed to help with content creation and fan experiences. Coverage will include U.S. and international broadcasts, the Stanley Cup Playoffs, NHL Global Series and other key moments.
- The NHL has grown in popularity in recent years, in part due to renewed pop-culture interest. Following the recent release of hockey-centric romance TV dramas, nearly 1.8 million people tuned into the league for the first time, per NHL research.
Dive Insight:
The NHL’s deal with Adobe arrives at a moment when it has an opportunity to build on the cultural relevancy afforded to it by recent hit TV shows such as “Off Campus” and “Heated Rivalry.” The deal could help facilitate better relationships with the league’s growing fan base, especially with the 18-to-34-year-old demographic, which surged 30% following the Winter Olympics.
Included in the deal is access to Adobe GenStudio, an AI-powered content creation platform that can be used to help create content for specific channels such as the NHL app or social media. The Adobe Experience Platform and Adobe Journey Optimizer could support the league's efforts to connect with fans through targeted content and insights. Looking ahead, fans may be able to create their own content via Adobe Express, including image generation on Adobe Firefly, according to press details.
Separately, the NHL has made players a key part of its advertising efforts. Programs such as the “NHL In Focus” are intended to highlight young league talent including Cole Caufield and Matthew Schaefer.
Adobe has been investing heavily in its AI infrastructure in recent years. In March 2025, Publicis integrated the company’s AI technology in order to help clients create more personalized content. During the release of CX Enterprise, the tech company expanded its agency partnerships to include Omnicom and WPP, among others.
The NHL isn’t the first relationship Adobe has forged with a sports league. In April, it expanded its partnership with the MLB. Under the expansion, the league is able to use fan data in order to develop targeted campaigns.
During its fiscal third quarter ended Aug. 28, 2026, Adobe’s revenue totaled $6.76 billion, a 13% year-over-year growth, according to an earnings release. It saw its AI-first annual recurring revenue increase more than 150% YoY.
